Quick links to key collections on mobile homepage: +4.9% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding quick links to key collections on the mobile homepage lifted conversion rate by 4.9%.
Visually ran this A/B test for Clare V., a handbag and accessories brand. Which collections were linked was not shared.
- Conversion rate: +4.9% against the homepage without quick links.
- The test ran on mobile only.
- Sample size and confidence were not shared.
The change
A row of quick links to key collections is added on mobile.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile homepage had no shortcut links, so shoppers had to open the menu or scroll to find collections.
Variant
A row of quick links to key collections was added to the mobile homepage.
Why it likely won
Our reading of the result, not the practitioner's claim.
- On mobile the main menu is hidden behind an icon, so visible links remove a step.
- Shortcuts show at a glance what the store sells, which helps new visitors.
- Fewer taps to reach products means fewer chances to give up.
Caveats: Visually published this as its own case study and did not share the sample size, test length or confidence level.
Who ran it
Visually ran this test for Clare V. and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add quick links to our key collections on the mobile homepage, then more visitors will buy because they can reach products in fewer taps.
- Primary metric
- Conversion rate on mobile
- Guardrails
- Click-through from the homepage
- Homepage bounce rate
- Revenue per visitor
- Who should test it
- Stores with several clear collections and a lot of mobile traffic landing on the homepage. If most visitors land straight on product pages from ads, few will see the change.
Questions
Do quick links help on a mobile homepage?
They can, because the full menu is hidden on mobile.
In this test, quick links to key collections lifted conversion rate by 4.9%.
How many quick links should I show?
Keep it to the handful of collections most people shop.
Too many links turn into a second menu and lose the benefit.
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