Mobile menu with gender tabs and thumbnails: +$0.33 per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsOliver Kenyon redesigned a mobile menu with Women and Men tabs, product thumbnails and a separate group for info links, and revenue per session rose $0.33. They report this as about $22,000 a month. The client was an ecommerce store selling to both men and women.
- Revenue per session: +$0.33. Visitors spent more after using the new menu.
- Monthly revenue: +$22,000, as reported by the practitioner.
- Yearly revenue: +$264,000, a forecast based on the monthly figure.
- Conversion rate, AOV, sample size and confidence were not shared.
The change
Gender tabs, thumbnail rows and a separate block for info links
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A plain slide-out list with Men and Women as top rows, then text-only links. Wishlist, login and social icons sat at the bottom.
Variant
Women and Men tabs at the top, a 'Shop All' row, then category rows each with a product thumbnail. Lower-intent links such as About, Fit Guide, Blog and Gift Cards moved to a two-column block underneath.
Why it likely won
Our reading of the result, not the practitioner's claim.
- tabs let shoppers pick a gender once instead of tapping into a sub-menu and back.
- thumbnails make categories faster to recognize than text alone.
- moving info links to their own block keeps shoppers on the path toward products.
Caveats: Only dollar figures were shared, with no sample size, duration or significance. Three changes were tested together, so their separate effects are unknown.
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 add gender tabs, category thumbnails and a separate block for info links to the mobile menu, then revenue per visitor will rise because shoppers reach the right products faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Menu click-through rate
- Bounce rate
- Average order value
- Who should test it
- Apparel and other stores with clearly gendered ranges and a busy mobile menu. It fits less well for stores with a small catalog or unisex products, where tabs add a step for no reason.
Questions
Should a mobile menu have gender tabs?
For this store selling to both men and women, tabs at the top of the menu went with a $0.33 lift in revenue per session. They save a tap into and out of sub-menus.
Do images in a mega menu help conversions?
Thumbnails were one of three changes in this test. Together they lifted revenue, but the post doesn't say how much came from images alone.
Where should About and Blog links go in the menu?
Here they moved into a separate block below the shopping categories. That keeps product links first.
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