Visual collection links in the mobile menu: +3.4% conversion rate
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsRedesigning a text-heavy mobile menu to show collections visually showed a 3.4% rise in conversion rate.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
We count it as inconclusive: across 59,431 visitors over 22 days, the new menu had an 80.9% probability of beating the original.
- Conversion rate: +3.4%, with an 80.9% probability of beating the original. Not statistically significant.
- Revenue per visitor: +3.4%, in step with conversion rate.
- Orders: +1.8%.
- Nearly all visitors were on mobile, so the result speaks to mobile shoppers only.
The change
A text-heavy mobile menu becomes visual collection links.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A text-heavy mobile menu that was hard to scan at a glance.
Variant
A mobile menu that showed the store's collections visually, so categories were easier to spot and open.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Images are faster to scan than a list of words on a small screen.
- Easier access to collections may have helped shoppers reach products sooner.
- The lift is small, so chance may account for part of it.
Caveats: The result did not reach significance, and nearly all traffic was mobile.
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 show collections as visual links in the mobile menu, then mobile conversion rate will rise because shoppers find the right category faster.
- Primary metric
- Mobile conversion rate
- Guardrails
- Revenue per visitor
- Menu click-through rate
- Who should test it
- Mobile-heavy stores with several distinct collections. If you sell only a few products, a visual menu adds little.
Questions
Should a mobile menu use images?
It can help shoppers scan categories faster. In this test, a visual menu showed a 3.4% conversion lift that was not significant.
How do I measure a menu change?
Track conversion rate and menu clicks for mobile visitors, since that is where the change shows.
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