# Highlighted mobile hamburger menu: +15% mobile conversion

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Rightpoint](https://liftarchive.com/practitioners/rightpoint/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/high-mowing-organic-seeds-enhances-product-discoverability-and-conversions/
- Page: https://liftarchive.com/test/high-mowing-mobile-hamburger-menu-highlight/

Visually highlighting the mobile hamburger menu lifted mobile conversion rate by 15% and add-to-cart rate by 22% for High Mowing Organic Seeds. The agency Rightpoint ran this four-week A/B test, published as a VWO case study.

## Result

**+15% mobile conversion**

- Mobile conversion rate: +15%.
- Add-to-cart rate: +22%, from a starting rate the team put at 41%.
- Menu clicks, the primary metric, went up; no figure was given.

## Control

The standard mobile header with a plain hamburger menu icon.

## Variant

The same menu, visually highlighted so it stood out in the mobile header and drew more taps.

## Why it likely won (our reading)

- Mobile made up about half of sessions, and the team had found friction at the top of the funnel.
- A plain icon is easy to miss; highlighting it showed visitors where to start browsing.
- Better access to categories helps a seed store, where shoppers often look for specific varieties.

## Caveats

The test ran for four weeks on mobile only. The conversion and add-to-cart figures appear in the page summary but aren't restated in the body, and no sample size or confidence level was shared.

## How to run this test

- Hypothesis: If we make the mobile menu icon stand out, then more visitors will open it and find products because the main route into the catalog becomes obvious.
- Primary metric: Mobile conversion rate
- Guardrail: Menu open rate
- Guardrail: Mobile add-to-cart rate
- Guardrail: Search usage
- Who should test it: Stores with lots of mobile traffic and large catalogs where browsing by category matters. It will matter less if most visitors land directly on product pages or rely on search.

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Credit: Rightpoint ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/high-mowing-mobile-hamburger-menu-highlight/).
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.