Menu gives a second stroller more visibility: +5.4% revenue
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRedesigning the site menu to give a second stroller more visibility, not just the bestseller, lifted revenue by 5.4%.
Visually ran this test with baby gear brand Mockingbird and published it as a case study.
The open question was whether the second stroller would help shoppers find a better fit or just take sales from the bestseller.
- Revenue: +5.4% for the redesigned menu.
- The case study does not say how the redesign affected sales of each stroller, so we can't tell whether the gain came from new buyers or a shift in mix.
- Sample size, test length and confidence were not shared.
The change
The menu adds a second featured stroller next to the bestseller.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The menu featured Mockingbird's bestselling stroller most prominently. It gave shoppers a clear path to the most popular product.
Variant
A redesigned menu gave another stroller in the range more visibility alongside the bestseller.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Some shoppers may need a different stroller than the bestseller. Showing it in the menu helps them find it before they leave.
- A visible second option lets shoppers compare, which can make the choice feel safer for a big purchase.
- If the second stroller costs more, a shift in mix alone could raise revenue. The source does not say.
Caveats: Reported by the testing vendor in a marketing case study. Sample size, duration, significance and the exact menu design were not shared.
Who ran it
Visually ran this test for Mockingbird and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we give a second hero product equal visibility in the main menu, then revenue will rise because shoppers who don't fit the bestseller will find a better match.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Bestseller sales share
- Menu click-through rate
- Who should test it
- Stores with a small range of high-ticket products that suit different customers. It probably won't help when the bestseller is the right fit for nearly everyone.
Questions
Should my menu feature only the bestseller?
Not always. Featuring a second product can help shoppers who need something different, but it can also split attention.
Test it and watch revenue, not just clicks.
Will featuring another product cannibalize my bestseller?
It might. Track sales of each product as well as total revenue so you can tell whether you gained buyers or just moved them.
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