Hypothesis

A Hard-to-Process Mobile Menu

Like many websites, Vegepod’s mobile navigation relied entirely on text-based category links. While functional, this format requires users to mentally process each option before clicking, which can slow decision-making on smaller screens - particularly where text labels use similar language. We hypothesised that adding a supporting image to each key category link would improve clarity, reduce cognitive load, and help users find the right category for them faster.

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A/B Test

Using Images for Clearer Navigation

We conducted a 21-day A/B test comparing the original mobile menu against a new variant that introduced supporting imagery next to key navigation categories. Our objective was to improve the clarity of mobile navigation and product discovery, helping users better understand where each navigation option leads before clicking. We were looking for an increase in clickthrough to collections pages, which would in turn deliver a more efficient path to purchase.

The Results

The variant delivered significant improvements in overall revenue efficiency. Conversion rate increased by 14%, revenue per visitor rose by 42%, and average order value grew by 24%. Add to cart rate remained stable, while view collection page rate increased by +2%. Although Product Page View Rate dipped slightly (-3%), this aligns with improved navigation precision rather than reduced engagement.

The most meaningful signal was the 42% increase in revenue per visitor. This was driven primarily by higher AOV. Adding imagery appears to have helped users self-select more effectively. Rather than browsing multiple product pages, they were now able to quickly identify the right category and move deeper into the funnel with greater purchase intent.

Performance was especially strong among returning visitors, who saw a 54% increase in conversion rate and a 66% increase in revenue per visitor. This suggested familiar users benefited most from faster visual recognition - while they might not have instantly recalled category names, they could now literally see what they were looking for, per our original hypothesis. New visitors also showed meaningful revenue improvements (+36% revenue per visitor), indicating the updated navigation supported education and orientation without forcing premature purchase actions.

According to Intelligems, the change is projected to generate approximately 28 additional monthly orders.

  • 42%

    Increase in revenue per visitor

  • 14%

    Increase in conversion rate

  • 24%

    Increase in average order value
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