'Customize Your Own Hat' nav button: +15.4% RPV, -13.5% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA persistent "Customize Your Own Hat" button in the main navigation raised revenue per visitor by 15.4% but cut conversion rate by 13.5%, so we treat the result as inconclusive.
Clean Commit ran this test for an anonymized Shopify hat store and published it in its A/B test library.
The revenue gain came from a few large desktop orders.
- Revenue per visitor: +15.4%, the main metric, with a 71.3% probability of beating the original. Not significant.
- Conversion rate: -13.5%, and orders: -17.4%, both negative.
- Average order value: +35.6% overall, and +117.0% on 1,190 desktop visitors, likely from a few large orders.
- Mobile: conversion rate -14.4% and revenue per visitor -5.0%. Click-through rate rose 6.6%.
The change
A 'Customize Your Own Hat' button is added to the main navigation.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The main navigation with no shortcut to the customization collection.
Variant
A "Customize Your Own Hat" button in the main navigation, visible on every page and linking straight to the customization collection.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- The button steered some shoppers toward custom hats, which may be pricier or bought in bulk.
- Shoppers who wanted a ready-made hat may have been sidetracked into a longer custom flow.
- A handful of big desktop orders can swing revenue per visitor on a small sample.
Caveats: The revenue gain rests on a few large desktop orders from 1,190 desktop visitors, while conversion and orders fell. Test duration and total visitors were not shared.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we add a persistent customization button to the navigation, then revenue per visitor will rise because shoppers reach custom products without hunting for them.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Orders
- Mobile revenue per visitor
- Who should test it
- Stores where custom products carry higher order values. If most sales are ready-made items, a prominent custom link may pull shoppers away from simple purchases.
Questions
Should I add a customization link to my store's navigation?
It can raise order value but may cost you orders.
In this test revenue per visitor rose 15.4% while conversion fell 13.5%.
Why can revenue go up while conversion goes down?
Fewer people bought, but some spent much more.
Here, average order value on desktop more than doubled, likely from a few large orders.
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