# Visual mobile menu: +10.3% conversion, not significant

- Outcome: Flat / inconclusive
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- 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/mobile-menu-redesign/
- Page: https://liftarchive.com/test/cc-mobile-menu-redesign/

Rebuilding the mobile menu to show product collections visually lifted conversion rate 10.3% and revenue per visitor 10.7% over 26 days, but the result did not reach statistical significance. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The agency calls it a positive signal; we count it as inconclusive.

## Result

**+10.3% conversion, not significant**

- Conversion rate: +10.3%, with an 84.0% probability of beating the original. Inconclusive: not statistically significant.
- Revenue per visitor: +10.7%.
- Orders: +25.5%.
- Add-to-cart rate: +4.1%, and bounce rate fell 5.4%, so shoppers went deeper into the store.

## Control

A text-based mobile menu listing the store's categories.

## Variant

A rebuilt mobile menu that shows product collections visually, so shoppers can spot the right one faster.

## Why it likely came out this way (our reading)

- Pictures of collections are quicker to scan on a phone than a list of category names.
- Seeing products in the menu may prompt browsing that a text list would not.
- Every metric moved the same way, which makes the signal more believable, but the evidence still falls short of proof.

## Caveats

The test ran 26 days and reached an 84.0% probability to win, below the usual significance bar. Visitor numbers were not shared.

## How to run this test

- Hypothesis: If we show collections as images in the mobile menu, then more mobile shoppers will buy because they find the right category faster.
- Primary metric: Mobile conversion rate
- Guardrail: Menu load time
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Who should test it: Stores with several distinct, visual collections, such as apparel, home goods or beauty. Stores with one or two products, or categories that look alike, will get less from images in the menu.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-mobile-menu-redesign/).
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.