While I’m not exactly shocked that the word “Menu” performed better I’m glad someone has done the testing to back up our assumptions. Include the word if you can, but I think over time everyone will get used to the icon. I wonder if we had the same issue when using mail as an email icon… did people think they were going to get a letter if they clicked on it?
The test was run against all mobile browsers across all pages.
The duration was about 5 days, and served to around 50,000 mobile visitors.
Demographics of the site show a skewing towards the 25-34 age group.An excerpt from Mobile Menu AB Tested: Hamburger Not the Best Choice?