# Restoring an older mobile menu: +5.4% conversion, -13.8% RPV

- 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/updated-mobile-navigation-layout/
- Page: https://liftarchive.com/test/cleancommit-updated-mobile-navigation-layout/

Restoring an earlier, category-focused mobile menu without login and account buttons lifted conversion rate 5.4% but cut revenue per visitor 13.8%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We treat it as inconclusive: neither move reached significance, and another run of the same revert lost.

## Result

**+5.4% conversion, -13.8% RPV**

- Conversion rate: +5.4%, with only a 66.5% probability that the variant was better. Not significant.
- Revenue per visitor: -13.8%, because average order value fell 18.2%. Negative.
- Orders: +3.1% and add-to-cart rate +4.7%, so more shoppers bought, but they spent less.
- Overall: inconclusive. The sales gain and revenue loss point in opposite directions.

## Control

The newer mobile menu, which included login and account buttons.

## Variant

The menu went back to its earlier category-focused layout and original item order, with the login and account buttons removed.

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

- A simpler, category-first menu may have helped some shoppers reach products faster, which fits the small rise in add-to-cart rate.
- Removing account links may have made life harder for returning customers, who often place larger orders.
- With about 8,000 visitors, swings this size can be noise, which may explain why a separate run of the same revert went the other way.

## Caveats

The test ran for 16 days on 8,086 mobile visitors and no metric reached significance. A separate run of this revert, with tiles, lost 5.7% on conversion rate.

## How to run this test

- Hypothesis: If we bring back the older category-focused mobile menu and remove distractions, then more shoppers will buy because a familiar menu is simpler to use.
- Primary metric: Mobile revenue per visitor
- Guardrail: Mobile conversion rate
- Guardrail: Average order value
- Guardrail: Returning-customer conversion rate
- Who should test it: Stores weighing a rollback after a navigation redesign. If many of your buyers log in or return often, keep account links visible, since this test hints that removing them can lower order value.

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