Collections layout and sticky nav on homepage: +8.9% revenue/visitor
Commentary byLiftArchiveOur analysis, not theirsSwapping homepage bestsellers for a collections layout and adding a sticky header lifted revenue per visitor by 8.9% and click-through by 10.1%.
The tinned fish brand's in-house growth team ran the test from September to November 2025, and it was published as a Shoplift case study.
Both changes shipped in one test, so treat the result as the effect of the pair.
- Revenue per visitor: +8.9%. The source credits this to the sticky navigation.
- Click-through: +10.1%. The source credits this to the collections layout.
- Both changes ran in the same test, so the split between them is the source's reading, not a separate measurement.
- Sample size and confidence were not shared.
The change
Bestsellers become a collections layout, and the header sticks with gift and fish links.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage showed bestselling products just below the fold and had no sticky header.
Variant
A collections layout replaced the bestsellers below the fold, and a sticky header with clear links to gift and fish categories stayed visible while scrolling.
Why it likely won
Our reading of the result, not the practitioner's claim.
- During the holidays many visitors were gift shoppers, and clear gift links in a header that stays on screen help them find what they came for.
- A collections layout gives new visitors from paid or direct traffic a quick map of the range instead of a few single products.
- Running the test during peak traffic meant the changes were judged on the visitors who matter most in Q4.
Caveats: This was a bundled test with two changes at once, so neither metric can be firmly tied to one change. It ran during peak gifting season, when visitor behavior may differ from the rest of the year.
Who ran it
Fishwife ran this test for Fishwife and published the results (Shoplift case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Fishwife →
How to run this test on your store
- Hypothesis
- If we replace homepage bestsellers with a collections layout and add a sticky header with key category links, then revenue per visitor will rise because new visitors can find the right category faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Homepage click-through rate
- Conversion rate
- Bestseller product page views
- Who should test it
- Stores with distinct categories, including gifts, and lots of first-time visitors landing on the homepage. To learn which change works, test the sticky header and the collections layout separately.
Questions
Does a sticky header help ecommerce sales?
It can. In this test, the source credits a sticky header with gift and fish links for an 8.9% lift in revenue per visitor, though it shipped alongside another change.
Should I show bestsellers or collections on the homepage?
For Fishwife, collections lifted click-through 10.1%. Collections may suit new visitors who don't yet know your range.
Is it wise to test during peak season?
It gives you more traffic and results that reflect your busiest shoppers.
Just remember that holiday behavior may not hold the rest of the year.
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