# Breadcrumbs on collection pages: +1.8% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/breadcrumbs-added-to-collection-pages/
- Page: https://liftarchive.com/test/cc-breadcrumbs-added-to-collection-pages/

Adding clickable breadcrumbs to collection pages raised conversion rate 1.8%, but that is within normal variation, so we treat it as inconclusive. Clean Commit ran this test for an anonymized Shopify store over 45 days. The variant had a 70.9% probability of beating the original, well short of a clear win.

## Result

**+1.8% conversion, inconclusive**

- Conversion rate rose 1.8% with a 70.9% probability to beat control. That is not a clear difference.
- Add-to-cart rate rose 3.0% and revenue per visitor 2.2%. Both moved the right way but stayed within normal variation.
- Orders rose 1.8% and bounce rate barely moved at -0.5%.
- Desktop responded more than mobile: conversion rose 4.2% on desktop versus 0.9% on mobile.

## Control

Collection pages showed the title, filters and product grid with no breadcrumb trail.

## Variant

Every collection page got a clickable Home / Parent Collection / Current Collection trail. It sat above the collection title and product grid, apart from the filters.

## Why it likely came out this way (our reading)

- Breadcrumbs help shoppers who land deep in a store, but many visitors already know where they are from the menu.
- The trail is small and easy to miss, so it is unlikely to change buying decisions much.
- On mobile, breadcrumbs take little space and get little use, which may explain the weaker mobile result.

## Caveats

The test ran 45 days, but the visitor count was not shared and no metric reached a clear result. Read the small lifts as noise until a retest confirms them.

## How to run this test

- Hypothesis: If we add clickable breadcrumbs to collection pages, then shoppers will browse more and convert more because they can see where they are and step back up a level.
- Primary metric: Conversion rate
- Guardrail: Bounce rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with deep catalogs and nested collections, where shoppers often land on subcategories from search or ads. A store with a few flat collections will likely see no difference.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-breadcrumbs-added-to-collection-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.