Below is an example of one of the many A/B tests run on the Wharton Executive Education website.
Goal
The goal of the test was to determine which of three navigation patterns for program topic discovery on the home page resulted in the highest engagement and click-through rates.
Methodology
I designed three variants: a list layout with a hero background image, topic cards with colored imagery, and a minimalist icon-based navigation. Each variant was tested with equal traffic distribution to measure user interaction and conversion.
Results
The icon-based navigation achieved a statistically significant increase in click-throughs. This design reduced cognitive load and provided clear wayfinding on a content-heavy page. The winning variant showed a 7.38% lift over variant #1 and a 3.8% lift over variant #2. The test ran for 56 days with 30,961 sessions, achieving 95% statistical confidence.
The icon-based navigation was implemented and it continued to funnel users effectively to the topic pages and programs.
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- A/B Topic Pathing Test #1
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- A/B Topic Pathing Test #2
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- A/B Topic Pathing Test #Winner
