Insight

Limited Visual Context in Mobile Navigation

Fame’s mobile category menu had to do more than list links. For first-time shoppers, the menu was a primary way to learn which product categories the brand offered and where a desired item might sit. The existing experience provided limited visual context, making shoppers rely on category names alone and increasing the effort required to scan the range on a small screen. In our CRO audit, we recommended using the menu as a visual guide to support discovery and expose more of the product catalogue. The hypothesis was supported by an earlier Blend mobile-menu test, where a visually led treatment increased conversion rate by 18% and revenue per visitor by 28%. This made the category menu a strong candidate for a controlled mobile experiment.

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A/B Test

Visual Category Menu for Mobile

We ran an A/B test in Intelligems on mobile. The control kept Fame’s original category menu, while the variant introduced visual category imagery across the menu, including subcategories and shopping-by-style or occasion sections. We believed faster visual recognition would help shoppers understand the range, reach relevant collections and products with less effort, and improve conversion rate, revenue per visitor and average order value. The winning treatment was designed so Fame’s team could update imagery without developer support.

The Results

The visual category menu improved every primary commercial measure tracked in the test. Revenue per visitor rose 7.75%, average order value increased 6.61%, and conversion rate improved 1.07%. The variant also lifted product page views by 1.12% and checkout starts by 5.92%, indicating that shoppers progressed further into the purchase journey. Collection page views fell 1.26%, but this did not translate into weaker commercial performance. The pattern suggests the redesigned menu helped users make more direct, better-qualified choices rather than browsing additional collection pages before reaching a product or checkout. Intelligems estimated seven additional monthly orders, and we recommended rolling out the variant as the winning mobile experience. No confidence level or sample size was supplied, so the uplifts should be treated as directional. A separate checkout recommendation test briefly overlapped part of the run, which makes the downstream funnel movement less conclusive. The consistent uplift across revenue per visitor, conversion rate, average order value and product engagement still supported the rollout recommendation. Next, we would isolate which images and groupings drove the gain.

  • 7.75%

    increase in revenue per visitor

  • 6.61%

    increase in average order value

  • 1.07%

    increase in conversion rate
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