Hypothesis

What the Data Told Us

During our CRO audit, we identified the mobile category menu as a friction point in the user journey. Mobile users relied heavily on this menu to explore products, but the limited visual context made it harder to understand the range of categories available. This led to early disengagement and fewer collection views.

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Stone Creek Coffee Redesign Menu Before
Stone Creek Coffee Redesign Menu Before

A/B/C Test

What We Did

We hypothesised that making categories more visual would guide users more effectively to relevant collections, leading to higher conversion and revenue. We tested two visually enhanced menu designs aimed at simplifying discovery and boosting engagement.

Stone Creek Coffee Redesign Menu Variant 1
Stone Creek Coffee Redesign Menu Variant 1

Variants

What They Were

Variant 1: Featured category images along with the original carousel at the bottom for main collections. Variant 2: Displayed all category images as well as split the carousel in the original into separate lines.

Stone Creek Coffee Redesign Menu Variant 2
Stone Creek Coffee Redesign Menu Variant 2

The Results

While both variants outperformed the original, Variant 2 delivered the strongest results with +18% increase in Conversion Rate, +28% increase in Revenue per Visitor, +8% increase in Average Order Value, +6% increase in Subscription Revenue per Visitor, as well as an estimated additional 101 monthly orders according to Intelligems. 

Variant 2 offered a more intuitive and visually-led navigation experience, helping users find what they needed quickly while exposing them to more product categories. This increased exploration contributed to uplifts across both AOV and Subscription RPV.

We recommended implementing Variant 2 permanently.

  • 18%

    Increase in Conversion Rate

  • 28%

    Increase in Revenue per Visitor

  • 8%

    Increase in Average Order Value
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