Hypothesis

How Do You Improve Product Discovery in Your Website Menu?

During our CRO audit, we identified an opportunity to improve how customers discover coffee products within the navigation. The existing menu structure relied on standard category groupings, which required users to already understand the brand’s product range. We hypothesised that organising coffees around flavour profiles such as Bright, Balanced, and Bold could make navigation more intuitive, helping users quickly identify the type of coffee that matches their taste preferences. This clearer categorisation was expected to improve product discovery and increase revenue performance.

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Phone screen showing coffee shop app navigation with text explaining current layout.
Phone screen showing coffee shop website navigation with text explaining current categorization.

A/B/C Test

Simple Flavour-Based Navigation

Variant 1 introduced a revised navigation structure grouping coffees by flavour profile: Bright, Balanced, and Bold. The goal was to simplify the decision-making process by helping customers navigate directly based on their taste preferences rather than scanning through multiple product categories.

Phone screen showing changes made in a CRO A/B test on a coffee ecommerce website
Phone screen showing a coffee website with menu grouped by flavor profile on a peach background.

A/B/C Test

Flavour-Based Navigation with Additional Copy

Variant 2 introduced the same navigation structure, but with additional copy alongside sub-category titles to better explain the sub-category. While this variation produced some positive signals in subscription-related metrics, including a 44% increase in subscription revenue per visitor and a 14% increase in average order value, it negatively impacted overall purchasing behaviour.

Two smartphone screens showing a coffee shop app webpage with explanatory text.
Two smartphone screens showing a coffee shop app interface with explanatory copy under categories.

The Results

The results for Variant 1 showed strong improvements across key commercial metrics. Conversion rate increased by 2%, revenue per visitor rose by 11%, and average order value grew by 9%. Engagement metrics also improved, with product page view rate increasing by 2% and collection page view rate rising by 3%.

  • 11%

    Increase in revenue per visitor

  • 2%

    Increase in conversion rate

  • 9%

    Increase in average order value
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