# 'Customize Your Own Hat' nav button: +15.4% RPV, -13.5% conversion

- Outcome: Flat / inconclusive
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus, Add-to-cart & CTA buttons
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/customize-your-own-hat-button/
- Page: https://liftarchive.com/test/cc-customize-your-own-hat-button/

A 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.

## Result

**+15.4% RPV, -13.5% conversion**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Orders
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-customize-your-own-hat-button/).
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.