Hypothesis

What the Data Told Us

Our CRO audit uncovered a clear friction point in Stone Creek Coffee’s mobile experience: category navigation required multiple taps, slowing product discovery compared to desktop users who benefit from hover menus. This gap indicated that mobile visitors were not reaching relevant ranges quickly enough, limiting both conversion and subscription adoption. We hypothesised that a redesigned, visual-first navigation could streamline the journey and strengthen revenue-driving behaviours.

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A/B/C Test

What We Did

To validate this hypothesis, we created two new mobile-first navigation designs and tested them against the original layout across desktop and mobile. Both aimed to reduce cognitive load, improve scannability, and guide users into the correct subcategories faster.

Variants

What We Tested

We tested two redesigned navigation formats against the original multi-step menu. Variant 1 introduced circular category icons to create fast visual recognition and a more intuitive tap target, while Variant 2 used pill-shaped labels designed for clearer readability and ease of use. The control retained the existing text-based navigation. Each variant aimed to streamline product discovery, particularly on mobile, by reducing friction, improving scannability, and guiding users toward the right subcategories with fewer steps.

The Results

The test produced sharply different outcomes across devices, exposing a clear behavioural divide.

Mobile Performance (Winning Device Segment)

Variant 1 (Circles) drove exceptional gains:

  • +385% Subscription Revenue per Visitor
  • +11% eCommerce Conversion Rate
  • +12% Revenue per Visitor

Variant 2 (Pills) also showed strong uplift:

  • +201% Subscription Revenue per Visitor
  • +9% Conversion Rate
  • +8% Revenue per Visitor

Why? Mobile users previously had to work much harder to reach categories. The redesigned visual navigation removed unnecessary steps and immediately mapped customers to their preferred product lines, especially high-LTV subscription products.

Desktop Performance

Desktop users did not benefit in the same way. Both variants reduced visibility compared to the highly efficient hover menu, which explains declines in conversion and revenue per visitor.

Strategist Recommendation

We recommended launching Variant 1 (Circles) on mobile only, where the navigation challenge exists and where the design demonstrably improves subscription behaviour and overall revenue efficiency. This selective rollout ensures the business captures the uplift while avoiding desktop regression.

  • 385%

    Increase in Subscription Revenue per Visitor

  • 11%

    Increase in Conversion Rate

  • 12%

    Increase in Revenue per Visitor
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