# Clearer, fewer nav tabs: +15.68% completed orders

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Navigation, Cta copy
- Test run by: [Harvard Business Services](https://liftarchive.com/practitioners/harvard-business-services/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/harvard-business-services/
- Page: https://liftarchive.com/test/harvard-business-services-nav-tabs-rework/

Reworking the homepage navigation, with clearer tab names, one new tab and three tabs removed, lifted completed orders by 15.68%. Harvard Business Services, a Delaware company formation agent, ran this A/B test on about 32,000 visitors, and it was published as a VWO case study. Several nav changes shipped together, so the gain belongs to the package, not to any one tab.

## Result

**+15.68% completed orders**

- Completed orders: +15.68%, the main goal.
- Visits to the compare prices page: +66.26%.
- Visits to the how to incorporate page: +382.45%. The team saw many visitors go from this page straight to purchase.
- All changes were tested as one variant, so the separate effect of each rename or removal is unknown.

## Control

The homepage navigation had 10 tabs, including 'Compare', 'Get Started Now', 'Blog', 'About Us' and 'Contact Us'. A 'How to Incorporate' page existed only as a side link.

## Variant

'Compare' became 'Compare Prices' and 'Get Started Now' became 'Form a Company Now'. A 'How to Incorporate' tab was added, and the Blog, About Us and Contact Us tabs were removed.

## Why it likely won (our reading)

- 'Compare Prices' tells visitors what they will see. Price was a main way the company stood out from competitors.
- 'Form a Company Now' names the task visitors came to do, so the next step feels clear.
- A visible guide to incorporating helped first-time buyers learn the process before paying.
- Fewer tabs meant fewer side paths away from buying.

## Caveats

Bundled test: several nav changes went live at once, so no single change can be credited. Sample was about 32,000 visitors and the test date was not shared.

## How to run this test

- Hypothesis: If we rename vague nav tabs to say what they lead to, add a how-it-works tab and drop low-value tabs, then more visitors will buy because the path to purchase is clearer.
- Primary metric: Completed orders
- Guardrail: Contact and support requests
- Guardrail: Visits to key info pages
- Guardrail: Bounce rate
- Who should test it: Service businesses selling a process buyers don't fully understand, such as filings, setups or applications. Removing Contact or About tabs may hurt where buyers need to talk to someone or check trust before buying.

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Credit: Harvard Business Services ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/harvard-business-services-nav-tabs-rework/).
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.