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What Are Companies A/B Testing In Landing-Page Navigation Right Now?

  • By Ali Abouelatta
  • n = 144
  • Published
  • Updated
  • 2 min read
  • landing-page · web · ux-patterns · experiments · design
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Short answer

Across 144 navigation experiments tracked by Lazyweb Research (all web, out of 2,160 area-annotated experiments), the dominant move is stripping the nav down, not adding to it source[1]. NAV is the sixth most-tested area but carries the lowest model-assigned impact of any major area (avg 2.74/5), so it reads as a hygiene lever rather than a conversion swing source[1]. Teams most often delete escape-hatch links on conversion-critical pages and collapse two-sided navs to a single audience source[2].

The quotable stat
NAV accounts for 144 of 2,160 annotated experiments (6.9%) and shows the lowest model-assigned impact of any major page area at 2.74/5, based on Lazyweb Research's July 2026 analysis.

Bar chart · % of 2,160

% of 2,160 — How nav sits against other tested areas

One block is about 0.8%

HERO
23.2%
NAV
6.9%
SECONDARY ACTIONS
5.3%

The finding: nav gets de-chromed, not expanded

NAV is a web-only area in the corpus: all 144 of its annotations sit on web pages, spread across 135 distinct experiments source[1]. It is the sixth most-tested area overall at 6.9% of the 2,160 annotations, but its average model-assigned impact of 2.74/5 is the lowest of any major area, and only 8.3% of nav annotations (12 of 144) were scored high-impact (4+/5) source[1]source[3]. The recurring pattern is removal: on conversion pages, companies cut nav links that give visitors somewhere else to go source[2].

How nav sits against other tested areas

NAV is tested far less than the hero and offer areas and scores lower on impact source[1].

AreaAnnotations% of 2,160Avg impact (1-5)High-impact share
HERO48823.2%3.2828.1%
NAV1446.9%2.748.3%
SECONDARY ACTIONS1125.3%2.909.8%

Two observed directions dominate: removing the global nav and topic bar on a newsletter/list-building page so the header is just a logo, and collapsing a dual consumer+organizer nav to a single organizer-only nav with four links on a two-sided platform source[2].

How to apply it

Treat nav edits as leak-plugging on pages with a single conversion goal, not as a headline growth bet. The impact scores say most nav changes move the needle modestly source[1]. The highest-value version is checkout-style de-chroming: on a page whose only job is one conversion, every nav link is a tempting exit source[2]. On two-sided products, audit whether the consumer-facing nav is leaking B2B intent out of the funnel source[2].

Caveats

All 144 nav annotations are web, and per Lazyweb Research's rules web cuts are reported as absolute counts, not percentage league tables source[4]. Impact is a model-assigned 1-5 score on observed before/after diffs, not measured lift, so use it only for relative ranking across areas source[4].

Real in-market screens

Screens from real, in-market apps, tracked by Lazyweb Research.

  • Omio Onboarding screen — real in-market example tracked by Lazyweb Research
    Omio1206 × 2622opens the full image
  • Nextdoor Account Login screen — real in-market example tracked by Lazyweb Research
    Nextdoor1179 × 2556opens the full image
  • Onx Fish login screen — real in-market example tracked by Lazyweb Research
    Onx Fish1206 × 2622opens the full image
  • Manus login screen — real in-market example tracked by Lazyweb Research
    Manus1206 × 2622opens the full image

The numbers

#StatComputed from
[1]144 NAV annotations (6.9% of 2,160), avg impact 2.74/5, avg confidence 3.34, 135 experiments, all webarea_NAV
[2]Observed nav moves: CBS News removed global nav + 11-item topic bar to a lone logo; Eventbrite reduced dual consumer+organizer nav to a single 4-link organizer navqualitative NAV cbs-news, eventbrite
[3]NAV high-impact (4+/5) share 8.3% (12 of 144); HERO 28.1%, SECONDARY ACTIONS 9.8%high_impact_share_by_area
[4]Web corpus is 365 experiments / 880 annotations; impact is a model-assigned 1-5 score on observed diffssmallSampleWarnings; universe

Methodology

Universe is 144 NAV annotations within 2,160 area-level annotations over 1,126 detected web/mobile experiments in the ~800 tracked-apps corpus. Areas are LLM-annotated from observed before/after screenshots; impact is a model-assigned 1-5 score, July 2026, usable only for relative ranking.

Sources

  1. [1]

    Lazyweb Research analysis of 144 navigation experiments (web landing pages in the ~800 tracked-apps corpus), July 2026

    NAV area annotations within 2,160 area-level annotations covering 1,126 detected experiments.

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  2. [2]

    Lazyweb Research analysis of 2,160 annotated UI experiments (~800 tracked apps), July 2026

    Named examples are individual observed before/after diffs with LLM-inferred rationale, not measured results.

    Back to text

  3. [3]

    Lazyweb Research analysis of high-impact-share by area (n>=30 areas), July 2026

    Share of annotations scored impact 4+/5 by the model; relative ranking only.

    Back to text

  4. [4]

    Lazyweb Research analysis of 4,814 detected experiments (~800 tracked apps), July 2026

    Methodology caveats: web is thin; impact/confidence are model-assigned 1-5 scores.

    Back to text

Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.

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