# Simplified mobile menu: +11.11% revenue per visitor

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/11-11-increase-in-revenue-per-visitor
- Page: https://liftarchive.com/test/apparel-brand-simplified-mobile-menu/

A streamlined mobile menu built on broad categories raised revenue per visitor by 11.11% for an apparel brand. Blend Commerce ran this A/B/C/D test. Conversion rate rose 3.62% and average order value 8%.

## Result

**+11.11% revenue per visitor**

- Revenue per visitor: +11.11%. The main win.
- Conversion rate: +3.62%. More visitors placed an order.
- Average order value: +8%. Orders were also larger.
- Menu engagement: +5270%, as reported by Blend. A figure this large likely reflects a very low baseline, so read it as a direction, not a size.
- Two image-based menu versions also beat the original, but by less than the plain version.

## Control

The mobile menu was long, with many overlapping sections such as 'Last Chance' and 'Activewear' sitting side by side.

## Variant

The menu was rebuilt around broad product categories, kept separate from themed collections. Subcategories moved into filters on collection pages, and gift cards and the wishlist became easier to find. This version used no images.

## Why it likely won (our reading)

- Fewer, clearer top-level choices make it faster for shoppers to find the right section on a small screen.
- Moving subcategories into collection filters keeps the menu short while still letting shoppers narrow down.
- Images in a menu take space and slow scanning, which may be why the plain version did best.

## Caveats

Several menu changes were made together in the winning version, so the lift cannot be pinned to one of them. Sample size, duration and confidence were not shared.

## How to run this test

- Hypothesis: If we cut the mobile menu down to broad categories and move subcategories into filters, then revenue per visitor will rise because shoppers will reach the right products faster.
- Primary metric: Revenue per visitor (mobile)
- Guardrail: Conversion rate
- Guardrail: Use of site search
- Guardrail: Collection page exit rate
- Who should test it: Stores with large catalogues and a menu that has grown over time, with overlapping or seasonal sections. Small catalogues with a short menu have less to gain.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/apparel-brand-simplified-mobile-menu/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.