Optimised site-wide navigation: +€127,112 revenue lift (running)
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsA new site-wide navigation showed a revenue lift of €127,112 against the current menu in Kasper Dolk's test. The result covered 451,943 unique visitors at 90% confidence. The test was still running when it was shared, so the final result may differ.
- Revenue lift: +€127,112 for the variant over the test period so far. The percentage lift was not shared.
- Traffic: 451,943 unique visitors, a large sample.
- Confidence: 90%, marked as significant by the testing tool. That is below the 95% bar many teams use.
The change
The main navigation is replaced store-wide; the new design was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's existing main navigation.
Variant
A restructured, "optimised" navigation applied across the whole store. The new menu itself was not shown, so we don't know what changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- navigation touches almost every visit, so even a small improvement in findability adds up across a large audience.
- a clearer menu likely helps shoppers reach the right category faster, with fewer dead ends.
- Without seeing the new menu, we can't say which specific changes drove the lift.
Caveats: The test was still running when shared, at 90% confidence. The navigation design, conversion rate and percentage lift were not shown.
Who ran it
Kasper Dolk (@kasper_dolk) 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 restructure our main navigation around how shoppers look for products, then more visitors will reach and buy the right product because they can find it faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Site search usage
- Product page views per session
- Who should test it
- Stores with large catalogues or many categories, where the menu has grown messy over time. It matters less for single-product or very small stores.
Questions
Is navigation worth A/B testing?
Kasper Dolk's test suggests it is. A site-wide navigation change showed a €127,112 revenue lift across 451,943 visitors.
How long should a navigation test run?
Long enough to reach a confidence level you trust. This test was still running at 90% confidence, so it had not yet hit the common 95% bar.
What should I change in my store navigation?
This test did not show the new menu. Start with the categories shoppers search for most and test a clearer structure against your current one.
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