Insight

Key Product Routes Were Easy to Miss

Fame’s homepage relied on a large video and offered few visible calls to action, leaving shoppers with limited routes into product collections on page load. This mattered most on mobile, which accounted for 65% of visits, but desktop users also had to rely on the main navigation to reach specific categories. Our review suggested the homepage was not doing enough to support product discovery or guide visitors toward higher-intent collection journeys. Important routes including New Arrivals, Denim, Tops, Skirts, Dresses, Sets, Tees and Teen were easy to miss in the page content. As part of our CRO testing approach, we recommended making these subcategories more prominent near the hero so shoppers could move into relevant ranges sooner.

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A/B Test

Homepage Subcategory Pills

We ran an A/B test across desktop and mobile. The control kept the existing homepage, while the variant added a pill-style subcategory carousel. On mobile, the pills appeared above the hero; on desktop, they appeared below it. We hypothesised that giving shoppers direct access to key collections would improve conversion rate and revenue per visitor by reducing the effort needed to start browsing. The variant began with New Arrivals and placed Sale last, reflecting Fame’s preference to prioritise full-price products.

The Results

After one week, the pill treatment was consistently ahead of the control, increasing conversion rate by 5.66%, revenue per visitor by 8.36% and average order value by 2.55%. View collection page rate rose by 1.33% and add-to-cart rate by 1%, while product page views were unchanged. This pattern suggests the pills helped more shoppers reach useful collection routes and complete higher-value purchases without simply driving extra PDP browsing. The uplift was stronger on desktop, where the treatment added a second visual route beyond the main navigation, while mobile performance showed no negative effect. The result remained directional because the experiment had run for one week and reached approximately 70% statistical confidence, below Blend’s usual decision threshold. Fame approved the winning variant for rollout based on the consistent commercial improvement and lack of harm across devices. We would monitor realised performance after launch and test the ordering, labels or presentation of the pills next, with device-level analysis used to refine the experience without weakening the gains in conversion and revenue per visitor.

  • 5.66%

    increase in conversion rate

  • 8.36%

    increase in revenue per visitor

  • 2.55%

    increase in average order value
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