Products before content, secondary nav hidden: +15% image clicks
Commentary byLiftArchiveOur analysis, not theirsHiding the secondary navigation and showing products before content blocks lifted product image clicks by 15% for King Living, an Australian furniture retailer.
Revenue on its Jasper packages rose 90%. King Living ran the A/B test itself, and it was published as a VWO case study.
- Product image clicks: +15%. Shoppers reached and clicked products more often.
- Revenue on Jasper packages: +90%. This was reported for one product line only, not the whole site.
- The team also learned shoppers did not need a separate 'Products' button, which shaped a wider page redesign.
The change
Secondary menu removed and products moved above the content blocks.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Pages were heavy with content. Shoppers scrolled past content blocks and a secondary menu before they reached any products.
Variant
The secondary navigation was hidden, and products appeared before the content blocks.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers came to see furniture. Putting products first cut the time it took to find them.
- Images often explain a furniture piece faster than written content does.
- Removing a second menu took away a distraction and a step between the visitor and the products.
Caveats: The revenue lift was only reported for one product line. No sample size, duration or significance was shared.
Who ran it
King Living ran this test for King Living 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 King Living →
How to run this test on your store
- Hypothesis
- If we show products before content blocks and hide the secondary menu, then more shoppers will click products and revenue will rise, because they reach what they came for faster.
- Primary metric
- Product click-through rate
- Guardrails
- Revenue per visitor
- Bounce rate
- Engagement with content blocks
- Who should test it
- Stores with content-heavy category or landing pages where products sit below the fold. Brands whose buyers need education first, such as for complex or custom products, should check that sales do not drop.
Questions
Should products come before content on a category page?
For most shoppers, yes. King Living saw 15% more product image clicks after putting products above content blocks.
Is a secondary navigation bar worth keeping?
Only if visitors use it. King Living found shoppers did not need it, and hiding it helped them reach products.
Does moving content down hurt SEO?
Not usually, as long as the content stays on the page.
Test the layout first, then watch organic traffic after rollout.
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