# Navigation-focused homepage on Flos USA: +6.77% category visits

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design, 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/flos-usa/
- Page: https://liftarchive.com/test/flos-usa-homepage-navigation-focused-layout/

Flos USA reworked its homepage layout to focus on site navigation, and visits to category pages rose 6.77%. Wingify Services ran the test as part of a larger program for the lighting brand, and it was published as a VWO case study. The goal was to make products easier to find from the first page.

## Result

**+6.77% category visits**

- Category page visits: +6.77% versus the original homepage.
- Sales impact: not reported for this test, so the lift is in browsing, not orders.
- This was one of 30 tests over 17 months that, together, lifted checkout conversion by about 125%.

## Control

The original Flos USA homepage layout.

## Variant

A homepage layout built around site navigation, so shoppers could get to product categories more easily.

## Why it likely won (our reading)

- A homepage that points clearly to categories helps shoppers who arrive knowing roughly what they want.
- Lighting buyers often shop by type, such as floor or table lamps, so category links match how they think.
- Fewer distractions on the homepage leave clearer paths into the store.

## Caveats

The layout changes are only shown in screenshots, and no sample size, duration or confidence level was shared. The metric is clicks into category pages, not purchases.

## How to run this test

- Hypothesis: If we make category navigation the focus of our homepage, then more visitors will reach category pages because the path to products is clearer.
- Primary metric: Homepage to category page click-through rate
- Guardrail: Orders per visitor
- Guardrail: Homepage bounce rate
- Guardrail: Search usage
- Who should test it: Stores with a wide catalog sorted into clear categories, where the homepage leans on brand imagery. It's less useful for single-product brands or sites where most traffic lands deeper than the homepage.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/flos-usa-homepage-navigation-focused-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.