There is plenty of space for a website menu on a computer screen, but the same is not true for a smartphone. To see the menu, you have to click on something. And that ‘something’ is often the well-known icon with its 3 horizontal stripes, the ‘triple-bar’, otherwise known as the Hamburger.
Do mobile users know what the Hamburger is? Does it work? Not as it should, as revealed by this and a large number of other tests. Two reasons come to mind: either because many users are unfamiliar with the specific meaning of this symbol on a mobile device, or because it doesn’t draw enough attention.
Is there a good alternative?
In AB tests, the click results of the Hamburger were compared to other alternatives. The above test revealed that a button with the word MENU fared much better: a 20% increase in clicks by unique visitors. This is not an isolated result, other tests yield similar outcomes.
The simple conclusion:
For mobile applications, use a MENU button instead of the Hamburger and you get more clicks.