A/B Testing Idea #319 - Display navigation categories (breadcrumbs) to indicate the location of the user on your website

Tactic_Display navigation categories (breadcrumbs) to indicate the location of the user on your website


To help your visitor feel at ease with the logic and layout of your site, clearly display a breadcrumb trail (or other sequence map) so they can quickly see where they are on your site and how they arrived there. We tend to prefer and feel more positive towards things that are easy to comprehend and process mentally. Therefore displaying a clear indication of the journey your users have taken on your site, and also allowing them to easily go back to any specific step, will make their user experience more positive and encourage them to continue using your site and make purchases.

Inspired by Nick Kolenda 


  • Zeigarnik Effect (Zeigarnik, 1920)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Zeigarnik Effect

Incomplete tasks stick in your mind more than ones you have completed.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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