I have a few more questions to get a better understanding of the user activity.
- In the previous design, of the users that clicked the 'Get Started'
button, did a majority complete their purchase or navigate to other
pages within the site?
- After going to the recipes page, are users proceeding to the 'Get Started' (order) page?
- What percentage of users view the homepage first, rather than an interior page, when visiting the website?
In general, the change in user behavior could be explained a couple ways.
- The new design has a change in overall eyeflow within the composition. Since the logo now appears to the left of the navigation, our eyes naturally move directly from the logo to the navigation (left to right). If the navigation were floated to the right side of the page, users may move from the logo to the featured area/'Get Started' button.
- A change in the visual style of the navigation. Now that the navigation is underlined, styled more similarly to the logo than in the previous design, the logo and the navigation appear more related.
Omitting the main navigation from the home page may be acceptable dependent upon how you would like users to travel through your website. If you don't want users to see recipes before seeing how to place an order, I would move the recipes link below the order button.
However, keeping the navigation in a consistent location on the homepage, as well as all other pages, does offer many benefits. Users gain a certain level of orientation within the website, aware of where they are and where they can go. It is comforting to know that if you would like to explore more of the website, you know exactly where to go to view links to all the main sections.