Q&A navigation pop-up for first-time mobile visitors: +10% purchases
Commentary byLiftArchiveOur analysis, not theirsA Q&A-style pop-up that asked first-time mobile visitors about their decor tastes and pointed them to matching categories lifted purchase conversions by 10% for Home Centre.
Tatvic ran this A/B test for the home furnishings retailer, and it was published as a VWO case study.
The pop-up was shown only to new mobile visitors.
- Purchase conversions: +10% for the variant.
- The source says product page engagement also improved but gives no figure.
- A quote in the case study ties the 10% to users who interacted with the pop-up, so the lift across all new mobile visitors may differ.
The change
Variant opens a Q&A pop-up for new mobile visitors that routes them to categories.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile site had no guided navigation. New visitors landed on the homepage and had to find categories on their own.
Variant
First-time mobile visitors saw a pop-up that asked short questions about their home decor preferences and needs, then guided them to relevant product categories.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Tatvic found that only 26.19% of these one-session visitors reached a product page. A guided start gives window shoppers a reason to go deeper.
- Questions about taste feel like help rather than a sales pitch, which can make a pop-up less annoying.
- Targeting only new mobile visitors kept returning shoppers, who already know the site, from being interrupted.
Caveats: Only first-time mobile visitors were in the test. No sample size, duration or significance was shared, and the 10% may refer only to people who used the pop-up.
Who ran it
Tatvic ran this test for Home Centre and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Tatvic →
How to run this test on your store
- Hypothesis
- If we greet first-time mobile visitors with a short quiz that routes them to matching categories, then more of them will reach product pages and buy, because they get guidance instead of a blank homepage.
- Primary metric
- Purchase conversion rate of first-time mobile visitors
- Guardrails
- Bounce rate
- Pop-up close rate
- Product page views per session
- Who should test it
- Retailers with broad catalogs, such as home goods or fashion, where new visitors often browse without a clear goal. It fits less well for stores with a few products or traffic that mostly arrives on a product page from ads.
Questions
Do quiz pop-ups annoy visitors?
They can if they show to everyone or ask too much.
Keeping it short and showing it only to new visitors who need guidance lowers that risk.
How many questions should a navigation quiz ask?
Few. Two or three quick choices are usually enough to suggest a category, and each extra question gives people a reason to close it.
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