Removed 'Track Order' from the main nav: +30% revenue per visitor
Test run byPeter ChristensenScaling CRO
Commentary byLiftArchiveOur analysis, not theirsHiding the "Track Order" link from the main navigation lifted revenue per visitor by 30.16%, with conversion rate up 24%. Peter Christensen ran this A/B test. It was only 6 days in and still running when shared.
- Revenue per visitor rose from $2.55 to $3.32 (+30.16%).
- Conversion rate rose 24%, per the post. The underlying rates were not shown.
- Confidence was 98.03%, but the testing tool still said it could not be sure yet.
- Traffic was split evenly: 7,880 visitors saw the original and 7,764 saw the variant. Revenue was $20,095.60 versus $25,771.38.
The change
The "Track Order" link was removed from the main navigation.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original main navigation, which included a "Track Order" link.
Variant
The same navigation with the "Track Order" link hidden.
Why it likely won
Our reading of the result, not the practitioner's claim.
- fewer menu items leave more attention for links that lead to products.
- a prominent "Track Order" link may remind new visitors of shipping waits or suggest delivery problems are common.
- a 30% lift from a single link is large, and early results often shrink as a test runs longer.
Caveats: The test ran only 6 days with about 15,600 visitors and was still running. Customer service effects, such as more "where is my order" emails, were not reported.
Who ran it
Peter Christensen (@peterac_) 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 remove the "Track Order" link from the main navigation, then more visitors will shop and buy because the menu focuses on products.
- Primary metric
- Revenue per visitor
- Guardrails
- Order-status support tickets
- Returning customer conversion rate
- Who should test it
- Stores with a crowded main menu and mostly new visitors. Keep order tracking easy to find in the footer or account area, and be careful if many visitors are existing customers checking orders.
Questions
Should I put a Track Order link in my main menu?
In this test, hiding it lifted revenue per visitor by 30% after 6 days. Keep tracking reachable elsewhere, such as the footer or order emails.
Does removing menu links increase conversions?
It did here, with conversion rate up 24%. The test was early, so treat this as a strong idea to test rather than a sure win.
Where should order tracking go on a Shopify store?
Common spots are the footer, the account page and shipping emails. This test suggests the main nav may not be the best place.
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