# Support icon in the navbar: +7% conversion rate

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Live chat & contact options, Navigation & mega menus
- Date shared: 2021-02
- Test run by: [GrowthRock](https://liftarchive.com/practitioners/growthrock/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/ecommerce-support-icon-conversion-rate-ab-test/
- Page: https://liftarchive.com/test/growthrock-support-icon-in-navbar/

Adding 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.

## Result

**+7% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Support chat volume
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: GrowthRock ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/growthrock-support-icon-in-navbar/).
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.