Several category tiles in mobile first fold: +15.71% collection visits
Commentary byLiftArchiveOur analysis, not theirsShowing several category tiles together in the first fold of CellBell's mobile homepage raised collection visits by 15.71% and add-to-cart rate by 9.85%.
ConvertPolo, a VWO partner agency, ran this A/B test for the office and gaming chair brand, and it was published as a VWO case study.
- Collection visits: up 15.71%, so more visitors went on to browse a category.
- Add-to-cart rate: up 9.85%, so the extra browsing carried through to buying intent.
- Revenue for this test alone, sample size and confidence level were not shared.
The change
The variant fits several category tiles into the mobile first fold instead of one.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile homepage showed one category tile at a time in the first fold. Visitors had to scroll several times to see other categories.
Variant
Several category tiles appeared together in the first fold, giving an overview of the range straight away.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seeing the whole range at once lets visitors jump to the right category without scrolling.
- On a small screen, every scroll is a chance to leave. Fewer steps at the start keep people moving.
- CellBell sells several chair types, so a quick overview helps visitors find the one that fits them.
Caveats: No sample size, duration or significance was shared. The add-to-cart lift is reported, but revenue for this test was not.
Who ran it
ConvertPolo ran this test for CellBell and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we show several category tiles together in the mobile homepage first fold, then more visitors will reach a collection because they can see the range without scrolling.
- Primary metric
- Homepage-to-collection click-through rate on mobile
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Homepage bounce rate
- Who should test it
- Stores with several distinct product categories and a mobile homepage that shows one big tile or banner at a time. It matters less for single-product stores or sites where most traffic lands deep in the catalog.
Questions
How many categories should a mobile homepage show above the fold?
Enough for visitors to see the range at a glance.
CellBell got 15.71% more collection visits by showing several tiles instead of one.
Are big single hero tiles bad on mobile?
Not always, but they push other options below the fold.
If visitors need to choose a category first, a grid can work better.
Should I measure homepage tests by clicks or sales?
Track both. Clicks show discovery, while add-to-cart and revenue show whether the browsing turned into buying.
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