A/B Test

Mobile Navigation

While analysing recordings, the client noted that there may be some misclicks in the mobile navigation. The hypothesis was that this could be due to the children sections of the menu. The original had + icons that would open an accordion. This could obscure the visibility of the menu on mobile devices. Our alternative design displayed > icons which, when clicked, would open an additional menu section which can easily be viewed

The Results

The main goal of this change in functionality was to improve the customer journey throughout the site. When observing metric changes, we observed a 2.93% increase in “Add to Bag” clicks, a 6.52% increase in main category clicks, a 5.83% increase in subcategory clicks, a 7.25% increase in eCommerce Conversion Rate, and a 6.72% increase in Revenue per Visitor. We set Variant 1 live permanently.

  • 7.25%

    Increase in Conversion Rate

  • 6.72%

    Increase in Revenue per Visitor

  • 5.83%

    Increase in Subcategory Clicks
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