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A/B Testing Idea #28 - Restructure your navigation menu
Description
Re-ordering your navigation menu by putting the most important links at the beginning and the end of your menu will help to ensure visitors notice and click on them. Research has shown that people recall the first and last items in a series best, and the middle items worst. From our experience, links at the beginning and end of a menu on a website receive the most clicks.
Principles
- Serial Position Effect (Ebbinghaus, 1913; Murdock, 1962; Glanzer & Cunitz, 1966)
- Processing Efficacy (Jacoby & Dallas, 1981)
The Research
Serial Position Effect
The Serial Position Effect is the way in which people tend to recall the first and last items in a series best, and the middle items worst.
Processing Efficacy
We tend to prefer things that are simple for us to understand or use.
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