Navigation change at The Shade Store: +92% consultation requests
Test run bySurefootCRO agency
Commentary byLiftArchiveOur analysis, not theirsA change to The Shade Store's site navigation lifted in-home consultation submissions by 92%.
Surefoot ran this A/B test for the custom window-treatment brand.
Surefoot has not described what the navigation change was.
- In-home consultation submissions: +92%.
- This is a lead metric, not orders. A consultation starts a sale that closes later, often off the website.
- Effects on other lead types, such as swatch orders or showroom bookings, were not shared.
Control
The original site navigation.
Variant
A single change to the navigation. The case study does not say what it was.
Why it likely won
Our reading of the result, not the practitioner's claim.
- In-home consultations are a high-value next step for a custom product. A navigation that points people to that step can move it a lot.
- Surefoot scored this program on the mix of lead types, not total form fills. A test can look flat overall and still shift people toward the leads that matter most.
- Shoppers face many fabric, opacity and hardware choices. A route to expert help may suit people who feel stuck.
Caveats: The change itself is not described, and sample size, duration and confidence were not shared. The metric counts consultation requests, not completed orders.
Who ran it
Surefoot ran this test for The Shade Store and published the results (Surefoot case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Surefoot →
How to run this test on your store
- Hypothesis
- If we make the consultation path easier to reach from the navigation, then more shoppers will request one because custom products are hard to choose alone.
- Primary metric
- In-home consultation submissions
- Guardrails
- Total lead submissions by type
- Swatch and sample orders
- Lead-to-sale rate
- Who should test it
- Brands with a considered, custom purchase and several lead types, such as consultations, samples and quotes. If you sell simple products that check out online, a consultation path is unlikely to matter.
Questions
Should I measure total leads or each lead type?
Track each lead type separately. When leads carry different values, a rise in cheap leads can hide a fall in valuable ones.
Can a navigation test really double consultation requests?
It can when the navigation decides whether people find the step at all.
Treat a large lift with care until you see it hold on more data.
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