# 'Bath Linens & Robes' nav label: +101% bathrobe page visits

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus, Headlines, product titles & copy
- Test run by: [Frette](https://liftarchive.com/practitioners/frette/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/frette-increases-revenue/
- Page: https://liftarchive.com/test/frette-nav-bath-linens-and-robes/

Renaming the top navigation item from 'Bath Linens' to 'Bath Linens & Robes' doubled visits to bathrobe pages (+101%) and lifted category clicks by 29%. Frette, the luxury linens brand, ran this test, and it was published as a VWO case study. The team made the change because bathrobes were the most searched item on the site.

## Result

**+101% bathrobe page visits**

- Clicks on the category: +29%.
- Visits to bathrobe pages: +101%. Many more shoppers found robes from the menu.
- Both are engagement metrics. No sales or revenue figure was shared for this change.

## Control

The top navigation showed a category labeled 'Bath Linens'.

## Variant

The same category was labeled 'Bath Linens & Robes', naming the site's top search item in the menu.

## Why it likely won (our reading)

- Shoppers looking for robes didn't expect to find them under 'Bath Linens'. Naming them removed the guesswork.
- Site search showed what people wanted, so the label matched real demand.
- Clear labels let shoppers browse instead of searching, which can be faster on a luxury site.

## Caveats

Only clicks and page visits were reported, not sales. No sample size, duration or confidence level was shared.

## How to run this test

- Hypothesis: If we add our top-searched product type to the matching navigation label, then more shoppers will find it from the menu because they can see where it lives.
- Primary metric: Visits to the named product pages from navigation
- Guardrail: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Site search usage
- Who should test it: Stores where a popular product is hidden under a broader category name. Check site search data first; if your top searches already match your menu labels, this won't help much.

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Credit: Frette ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/frette-nav-bath-linens-and-robes/).
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.