# Reverting to the old mobile menu: -5.7% conversion, -21.1% RPV

- Outcome: Lost
- 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-navigation-with-tiles/
- Page: https://liftarchive.com/test/cleancommit-mobile-navigation-with-tiles/

Reverting the mobile menu to an earlier category-focused layout, without login and account buttons, cut conversion rate 5.7% and revenue per visitor 21.1%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The evidence was moderate rather than conclusive, but it was enough to keep the old layout from shipping.

## Result

**-5.7% conversion, -21.1% RPV**

- Conversion rate: -5.7%. Negative, but not statistically significant: the original had a 66.3% probability of performing better.
- Revenue per visitor: -21.1%, driven by a 16.3% drop in average order value.
- Orders: -7.0%, and add-to-cart rate fell 2.6%.
- Click-through rate: +0.5%, so shoppers used the menu about as often but spent less.

## Control

The current mobile menu, rebuilt after a winning desktop navigation test, with login and account links.

## Variant

The mobile menu went back to its earlier layout and order, focused on categories, with login and account buttons removed.

## Why it likely lost (our reading)

- Shoppers may have got used to the newer menu, so the old layout felt less familiar, not more.
- Removing account and login links may have made it harder for returning customers, who often spend more, to find their way.
- The newer layout came from a desktop win, and this test suggests it also suited mobile better than the old one.

## Caveats

The evidence was moderate: a 66.3% probability that the original was better, which is not significant. Sample size and duration were not shared.

## How to run this test

- Hypothesis: If we bring back the older category-focused mobile menu and drop account links, then more shoppers will buy because the layout is simpler.
- Primary metric: Mobile conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Returning-customer conversion rate
- Who should test it: Stores that are unsure whether a recent navigation change helped mobile. It is a useful check before rolling back, but this result suggests keeping account links for stores with many returning buyers.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-mobile-navigation-with-tiles/).
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.