Full-screen mobile menu with bigger tap targets: +$50,568/month
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsMaking the mobile menu open full screen, with large tap zones and a clearer category order, was forecast to add $50,568 per month. Oliver Kenyon ran this test for a handbag store client. They also report lower bounce rates after the change.
- +$50,568 per month in forecast revenue. This is a projection from the test, not booked revenue.
- +$606,816 per year forecast, which is the monthly figure multiplied by 12.
- Lower bounce rates and more menu engagement were reported, but no figures were shared for these.
The change
A small overlay menu became a full-screen menu with search and large rows.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The old mobile menu was a short list of small, tightly spaced text links (Just In, Shop, Handbags, Best Sellers, Custom, Login) laid over the top of the page.
Variant
The new menu fills the whole screen, adds a search bar at the top, and gives each category a tall row. Categories expand in place to show sub-categories like All Handbags, Novelty and Classics.
Why it likely won
Our reading of the result, not the practitioner's claim.
- small links are easy to mis-tap on a phone, so bigger rows remove a common source of frustration.
- a full-screen menu hides the page behind it, so shoppers focus on picking a category.
- the search bar at the top gives people who know what they want a faster route.
Caveats: Only the dollar forecast was shared. No sample size, test length, conversion rate or confidence level was given, and the result comes from a single store.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we make the mobile menu full screen with large tap targets and a clear category order, then more mobile visitors will reach a product page because navigation will be easier and less error-prone.
- Primary metric
- Revenue per visitor (mobile)
- Guardrails
- Menu open-to-click rate
- Mobile bounce rate
- Search usage
- Who should test it
- Stores with many categories and sub-categories and mostly mobile traffic. Stores with only a handful of products may see little change, since their menu is already short.
Questions
Should a mobile menu be full screen?
In this test it paid off. A full-screen menu with large rows was forecast to add $50,568 per month compared with a small overlay menu.
How big should mobile menu tap targets be?
The winning version gave each category a full-width row with plenty of spacing. The exact sizes were not shared, but the aim was to make mis-taps unlikely.
Should I add search inside the mobile menu?
The winning menu put a search bar at the top. It was part of a larger redesign, so its own effect was not measured separately.
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