# Products menu to a category page with intros: +56.43% revenue/visitor

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Frictionless Commerce](https://liftarchive.com/practitioners/frictionless-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/body-ecology/
- Page: https://liftarchive.com/test/body-ecology-products-menu-to-category-page/

Replacing the Products drop-down menu with a full category page, where each category had a short intro, raised revenue per visitor by 56.43%. Frictionless Commerce ran this A/B test for Body Ecology, a health foods and supplements store, and it was published as a VWO case study. The test ran for two weeks and reached 96% statistical significance.

## Result

**+56.43% revenue/visitor**

- Revenue per visitor: +56.43% for the category page version.
- Revenue per conversion rose from $100.33 to $143.61 during the test.
- About $8,880 in extra revenue over two weeks. The source projected $230,880 a year at the same rate, which is an estimate, not a measured result.
- Statistical significance: 96%.

## Control

Clicking Products in the top navigation opened a drop-down that listed only category names and product names.

## Variant

Clicking Products took visitors to a full category page that gave a brief introduction to each product category.

## Why it likely won (our reading)

- The range includes unfamiliar categories like fermented foods and culture starters, and bare links did not explain them.
- Short intros helped new visitors work out which category fit their needs before clicking into products.
- Better understanding may have led shoppers to buy more per order, which matches the jump in revenue per conversion.
- The agency itself flagged that the extra page is a cost for repeat buyers who already know what they want.

## Caveats

The test ran for only two weeks, and the yearly figure is a projection. The agency noted the extra step may hurt repeat customers and planned follow-up tests.

## How to run this test

- Hypothesis: If we send the Products link to a category page with a short intro for each category, then revenue per visitor will rise because new visitors will understand the range before choosing.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate for returning visitors
- Guardrail: Clicks from navigation to product pages
- Guardrail: Bounce rate on the new category page
- Who should test it: Stores with a complex or unfamiliar range where category names alone don't explain much, and a lot of first-time visitors. Skip it or segment it if most of your revenue comes from repeat buyers who reorder known products.

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Credit: Frictionless Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/body-ecology-products-menu-to-category-page/).
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.