Insight

Related Categories Were Hard to Discover

Our CRO review found that USA Containers shoppers who landed on collection pages had limited visibility of related product groups. To explore another relevant range, visitors needed extra navigation, slowing product discovery when they were already showing clear category intent. This made the journey less efficient on mobile and desktop and could limit engagement with the wider catalogue. Useful routes into adjacent categories were not available where shoppers first needed them. Drawing on our Shopify CRO audit approach, we recommended adding a compact set of related-category navigation pills above the product listing. The aim was to reduce navigation friction and help collection-page visitors reach a relevant product group sooner.

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A/B Test

Category Navigation Pills on Collection Pages

We ran an A/B test across collection pages on mobile and desktop. The control left the existing collection experience unchanged. Variant 1 added a row of pills above the product listing, linking to related categories such as Most Popular, Upgrade Kits, Movement Kits and Shelves. We hypothesised that showing these routes at the start of the page would improve product discovery and increase conversion rate, revenue per visitor and add-to-cart rate for sessions landing directly on collection pages. The experiment was measured against primary and secondary funnel KPIs.

The Results

Variant 1 improved the commercial performance of sessions that landed directly on collection pages. Conversion rate increased 51%, revenue per visitor rose 79%, and add-to-cart rate increased 45%. The effect continued further down the funnel: checkout-begin rate rose 46%, average order value increased 19%, and product-page views were 3% higher. Collection-page view rate did not change, which is consistent with the variant helping users navigate within the collection experience rather than changing how often they reached it. Our strategist attributed the result to faster access to relevant product groups. The pills reduced the work required to explore the catalogue and helped shoppers move towards products that matched their intent. Analysis was deliberately limited to sessions where a collection page was the landing page, keeping the measurement aligned with the entry experience the test was designed to improve. Based on the consistent gains across conversion, basket value and checkout progression, we recommended rolling Variant 1 out across all collection-page visitors.

  • 79%

    increase in revenue per visitor

  • 51%

    increase in conversion rate

  • 45%

    increase in add to cart rate
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