A/B testing the mega menu

This week we’ve started experimenting with A/B tests on elements of our site design. The first results are coming in and show us some small but not insignificant improvements can be made.

Spot the difference in our mega menu:

We’ve been testing how many people visit the Undergraduate homepage from the mega menu – Google Analytics stats show many more people go straight to the courses page than to the top level page.

Using Google’s Website Optimizer we can test the two versions with and without the heading underlines to see which performs better. After four days the stats show the version without the underline performs 9% better at driving people to the Undergraduate homepage.

This was a very small experiment but in future we’ll be testing more fundamental elements of our designs. Apologies if this makes you feel like a lab rat!