An internal-only name makes shoppers try every link.
Navigation labels shoppers understand
Use product and need-based navigation labels. Creative campaign names need an explanation of what the link contains.
Research context: Baymard · Product categories in mobile navigation ↗
Ask new shoppers to group products in their own words before turning an organization chart into navigation.
Try the pattern
Task and expected result
- 01
Ask a participant to find a sweater and observe their chosen label.
- 02
Compare the link with the collection heading and items.
- 03
Switch languages: retain the product meaning.
How to investigate value
Observe whether participants find an item meeting every need, not just how many cards they click. For measurement: relevant selections per eligible search/list visitor.
Watch for side effects
Zero results, false variant matches, lost list context and slow filters. More product-page visits are not necessarily better.
This is a proposed investigation, not a measured result. Choose one hypothesis and define the audience before testing.
Build a measurement plan for this concept ↗