Split the header utility bar into three simultaneous purposes
Casper's header bar carries three separate items, store locator, promo, refer a friend, instead of one generic message competing for every shopper's attention.
What it is
The persistent bar above the main nav splits into three simultaneous, independent items: a store locator link on the left, a sitewide promo in the center, and a refer-a-friend link on the right, rather than one bar carrying a single message.
Why it works
Different shoppers arrive with different unresolved questions, and a single-message utility bar can only address one of them. A shopper who already owns the product and wants to visit a showroom, a shopper deciding whether now is a good time to buy, and an existing customer who would refer a friend for a reward are three different people with three different reasons to look at that bar, and a bar that only ever shows the promo serves just the middle one. Splitting the bar into three fixed, always-visible items means each of those shoppers has their own reason to look up, without any of them competing for the same word count.
How to test it
- Hypothesis
- Splitting the header utility bar into three distinct, simultaneous items will lift the combined clickthrough rate on the bar, because each item serves a different shopper intent instead of every intent competing for the same single message.
- Primary metric
- Combined clickthrough rate on the utility bar (all three items)
- Guardrail metric
- Clickthrough rate on the sitewide promo specifically, which could fall if splitting its visual space three ways makes it less prominent than a single full-width message would have been
Related ideas
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