# Q&A navigation pop-up for first-time mobile visitors: +10% purchases

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Product finder quizzes, Popups & email capture
- Test run by: [Tatvic](https://liftarchive.com/practitioners/tatvic/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/home-centre/
- Page: https://liftarchive.com/test/home-centre-first-visit-qa-navigation-popup/

A 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.

## Result

**+10% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Bounce rate
- Guardrail: Pop-up close rate
- Guardrail: 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.

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Credit: Tatvic ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/home-centre-first-visit-qa-navigation-popup/).
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.