# Mobile menu showing sub-categories directly: +28% conversion rate

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/cocohanee/
- Page: https://liftarchive.com/test/cocohanee-mobile-menu-show-subcategories/

Showing sub-categories directly in the mobile hamburger menu lifted ecommerce conversion rate by 28% for kids' clothing store Cocohanee. Wingify Services ran this A/B test, published as a VWO case study. Visits to listing pages, the main goal, rose only 4%, so the larger gains deserve some caution.

## Result

**+28% conversion rate**

- Listing page visits: +4%, the primary goal.
- Ecommerce conversion rate: +28%.
- Transactions: +29%.
- Average order value: +17%. Gains this big from a small change in browsing are unusual and may not repeat.

## Control

Visitors had to tap a category in the mobile menu before its sub-categories appeared. Many opened the menu but few engaged with it.

## Variant

The menu showed the sub-categories straight away when it opened.

## Why it likely won (our reading)

- Showing sub-categories up front cut a tap and let parents jump straight to the type of item they wanted.
- Landing on a narrow sub-category page puts more relevant products in front of shoppers than a broad category.
- Seeing the full range of sub-categories may have prompted shoppers to buy across more of them, which could explain part of the order value lift.

## Caveats

The conversion and order value gains are large compared with the 4% rise in listing visits, so treat them with caution. The test ran 22 days on all traffic; sample size and significance were not shared, and the data dates from around 2020.

## How to run this test

- Hypothesis: If we show sub-categories directly in the mobile menu, then more shoppers will reach relevant listing pages and buy because they find the right products with fewer taps.
- Primary metric: Purchase conversion rate
- Guardrail: Listing page visits from the menu
- Guardrail: Average order value
- Guardrail: Menu exit rate
- Who should test it: Stores with a modest number of categories and sub-categories, where a one-level menu hides useful paths. With a very large catalogue, showing everything can create a long, cluttered menu.

---

Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cocohanee-mobile-menu-show-subcategories/).
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.