Support icon in the navbar: +7% conversion rate
Test run byGrowthRockCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a support icon to the navbar, which opened the existing chat widget, lifted conversion rate by 7% for an unnamed ecommerce client.
GrowthRock ran this A/B test and measured the lift in transactions, at 96% statistical significance.
Only about 1% of visitors clicked the new icon.
- Conversion rate (transactions): +7% at 96% statistical significance.
- About 1% of all visitors clicked the navbar support icon.
- The gain was measured on completed purchases, not clicks, which makes it more meaningful.
The change
A support icon in the header opens the same chat widget.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Support chat was available only through the floating widget in the bottom-right corner.
Variant
A support icon in the navbar opened the same chat widget. The floating widget stayed in place.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A support link in the navbar is easier to spot than a corner widget that many shoppers learn to ignore.
- Seeing that help is close by may reassure people even if they never use it.
- Shoppers with a question can get an answer before they leave, instead of giving up.
Caveats: Sample size and duration were not shared. The test dates from around 2021, and the client was not named.
Who ran it
GrowthRock ran this test for an ecommerce client (unnamed) and published the results (GrowthRock blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on GrowthRock →
How to run this test on your store
- Hypothesis
- If we add a support icon to the navbar that opens our chat, then more visitors will buy because help is easier to find when they have a question.
- Primary metric
- Conversion rate (transactions)
- Guardrails
- Support chat volume
- Revenue per visitor
- Navbar clicks on other links
- Who should test it
- Stores with live chat and products that raise questions before purchase, such as sizing, fit or compatibility. If you cannot staff more chats, or your products are simple, the gain will likely be smaller.
Questions
Does live chat increase ecommerce conversions?
It can. In this test, making chat easier to find from the navbar lifted transactions by 7%, even though few people clicked the icon.
Where should I put a customer support link?
This test found the navbar beat a corner widget alone.
Placing support where shoppers already look is a sensible thing to test.
Should I measure support tests by clicks?
Clicks are easy to raise and say little about sales.
GrowthRock measured transactions, which shows whether the change brought in more orders.
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