# Category tags under mobile homepage banner: +75.89% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Navigation & mega menus, Layout, fonts & visual design
- Test run by: [ConvertPolo](https://liftarchive.com/practitioners/convertpolo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/evolv/
- Page: https://liftarchive.com/test/evolv-mobile-homepage-category-tags/

Adding prominent category tags directly below the mobile homepage banner raised category clicks by 68.46% and ecommerce conversion rate by 75.89%. ConvertPolo ran this A/B test for hydrogen water bottle brand Evolv, and it was published as a VWO case study. Before, categories were only reachable through the hamburger menu.

## Result

**+75.89% conversion**

- Clicks on homepage category links: +68.46%.
- Ecommerce conversion rate: +75.89%.
- Results were judged with Bayesian statistics, but no sample size was given.

## Control

On mobile, the homepage had a top banner and hid product categories inside the hamburger menu.

## Variant

Prominent category tags sat directly below the top banner, so shoppers could tap into a category without opening the menu.

## Why it likely won (our reading)

- A hamburger menu hides options behind a tap; visible tags show shoppers what the store sells right away.
- Fewer steps to reach products means fewer chances to drop off, and the site had seen drop-off between pages as high as 92%.
- Tags near the top catch shoppers before they scroll away.

## Caveats

The lifts are very large and no sample size was shared. The test ran within a September 19 to December 13, 2024 program that overlaps the holiday season.

## How to run this test

- Hypothesis: If we show category tags directly below the mobile homepage banner, then more shoppers will reach products and buy because they won't have to open the menu to find categories.
- Primary metric: Mobile ecommerce conversion rate
- Guardrail: Category page clicks
- Guardrail: Revenue per visitor
- Guardrail: Homepage bounce rate
- Who should test it: Mobile-heavy stores with a few clear categories that currently live only in the hamburger menu. If you sell one hero product, tags add little; a direct product link may do more.

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Credit: ConvertPolo ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/evolv-mobile-homepage-category-tags/).
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.