# Category images in the mobile menu: +7.75% revenue per visitor

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/visual-mobile-menu-increases-revenue-per-visitor
- Page: https://liftarchive.com/test/fame-visual-mobile-category-menu/

Adding category images throughout the mobile menu raised revenue per visitor by 7.75% for Fame, an apparel brand. Average order value rose 6.61% and conversion rate rose 1.07%. Blend Commerce ran this mobile A/B test in Intelligems.

## Result

**+7.75% revenue per visitor**

- Revenue per visitor: +7.75%. This is the main metric.
- Average order value: +6.61%.
- Conversion rate: +1.07%. A small gain.
- Checkout starts: +5.92%, and product page views: +1.12%. Collection page views fell 1.26%.
- Intelligems estimated about seven extra orders a month, so the absolute impact was modest.

## Control

Fame's original mobile menu listed categories by name, with little visual context.

## Variant

The menu showed images for categories, subcategories and the shop-by-style and occasion sections. Fame's team could swap the images without a developer.

## Why it likely won (our reading)

- First-time shoppers use the menu to learn what the brand sells. Pictures show that faster than names alone.
- Seeing the product type may have sent shoppers straight to the right items, skipping extra collection pages.
- Style and occasion sections with images help shoppers who don't know which category they want.

## Caveats

No confidence level or sample size was shared, so treat the gains as directional. A checkout test briefly overlapped this one, which muddies the checkout numbers.

## How to run this test

- Hypothesis: If we add category images to the mobile menu, then revenue per visitor will rise because shoppers can see the range and reach the right products with less effort.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Checkout start rate
- Guardrail: Menu load speed
- Who should test it: Apparel and other visual stores with many categories and lots of mobile traffic. It may add little if your range is small or your category names already say it all.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fame-visual-mobile-category-menu/).
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.