a deconstructed hamburger with bun, tomato, lettuce and burger patty


Google Analytics Insights from our April Fools Hamburger Menu

Tim Reardon | Social Strategy

Returns were pretty satisfying for our April Fools’ hamburger menu joke! As with any unique source of user data, we couldn’t help but sink our analytics teeth in. We’d like to share some user interaction data and crown the “winning” topping.

Excluding internal traffic, our April Fools’ Hamburger Menu stayed active beginning April 1st through April 10th, attracting a total of 149 sessions. 52 of which interacted with the menu and produced a total of 66 unique pageviews.

The Avocado page was the most visited with a total of 27 unique page views, having doubled the traffic to the BrainDo office favorite, bacon, which had a total of 13 unique pageviews.

content drilldown of analytics - lots of info.

We generated a page level report and looked at the previous page path to drill down into user pathways. This lets us understand the sources that drove traffic to each topping page.

To no one’s surprise: The order of menu items matters. After clicking on the hamburger menu, Avocado is at the top of the list (toppings were alphabetically ordered). Not surprisingly, this resulted in driving most of the “topping” traffic with 17 unique pageviews coming from the homepage. It also received traffic directly from our blog post which was also placed first.

Users who did interact with the menu were fairly engaged, users viewed 4.38 pages per session on average. The Avocado page was usually the first stop, but traffic did stop at other topping pages.

pi chart of total unique page views.

In terms of traffic distribution, the rest of the topping pages followed a similar trend, the higher up the menu, the more traffic it attracted.

Unfortunately, the answer to the tastiest topping remains questionable, but we can determine that link placement is an essential consideration when sculpting site navigation.

While this navigation update was an April Fools’ joke, we firmly believe in testing and analyzing website changes to copy, design, navigation and CTAs to better understand your audience.