# Drill-down mobile menu instead of accordion: +7.25% conversion

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/7-25-increase-in-conversion-rate
- Page: https://liftarchive.com/test/sports-nutrition-mobile-menu-drilldown/

Swapping an accordion-style mobile menu for one where each category opens its own sub-menu panel lifted conversion rate by 7.25% for a sports nutrition brand. Blend Commerce ran this A/B test. Revenue per visitor rose 6.72%.

## Result

**+7.25% conversion**

- Conversion rate: +7.25%.
- Revenue per visitor: +6.72%.
- Main category clicks: +6.52% and subcategory clicks: +5.83%. Shoppers used the menu more.
- Add-to-bag clicks: +2.93%.

## Control

The mobile menu used '+' icons. Tapping one expanded subcategories in place, as an accordion, which could crowd the rest of the menu.

## Variant

The mobile menu used '>' icons. Tapping one opened a separate panel showing that category's subcategories.

## Why it likely won (our reading)

- The team suspected misclicks. When an accordion opens, the items below it shift, so it is easy to tap the wrong thing.
- A separate panel shows one short list at a time, which is easier to scan on a small screen.
- The '>' icon is a familiar sign that tapping will take you somewhere, so shoppers may have known what to expect.

## Caveats

Sample size, test duration and significance were not shared.

## How to run this test

- Hypothesis: If we replace accordion sub-menus with drill-down panels on mobile, then conversion will rise because shoppers can see and tap subcategories without misclicks.
- Primary metric: Conversion rate
- Guardrail: Menu click-through rate
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate after menu use
- Who should test it: Stores with several categories that each have subcategories, and mostly mobile traffic. If your menu is short and flat, there is little to gain.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sports-nutrition-mobile-menu-drilldown/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.