# Coffee menu grouped by flavour: +11% revenue per visitor

- 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/testing-a-new-navigation-structure-for-cro-gains-ab-test
- Page: https://liftarchive.com/test/stone-creek-coffee-flavour-based-navigation/

Grouping coffees in the menu by flavour profile (Bright, Balanced and Bold) lifted revenue per visitor by 11% for Stone Creek Coffee. Blend Commerce ran this A/B/C test. A second version that added explanatory copy hurt overall purchasing.

## Result

**+11% revenue per visitor**

- Variant 1: revenue per visitor +11% and average order value +9%.
- Variant 1: conversion rate +2%, a small lift.
- Variant 1: product page view rate +2% and collection page view rate +3%.
- Variant 2 (with extra copy): subscription revenue per visitor +44%, but overall purchasing fell, so it lost.

## Control

The menu used standard coffee category groupings. Shoppers needed to know the range already to find a coffee they would like.

## Variant

Variant 1 grouped coffees by taste: Bright, Balanced and Bold. Variant 2 used the same groups with extra copy explaining each one.

## Why it likely won (our reading)

- Most shoppers know what they like to taste, not the names of a roaster's ranges, so flavour groups match how they choose.
- Fewer, clearer choices make it quicker to land on a fitting coffee.
- Extra copy in the menu may have slowed shoppers down or made the menu harder to scan.

## Caveats

No significance level, sample size or duration was shared, and the conversion lift was small.

## How to run this test

- Hypothesis: If we group products in the menu by taste or need instead of internal categories, then revenue per visitor will rise because shoppers find a fitting product faster.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Menu click-through rate
- Guardrail: Search use rate
- Who should test it: Stores selling products people choose by taste or feel, like coffee, tea, wine or fragrance. If shoppers buy by brand or model, keep standard categories.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stone-creek-coffee-flavour-based-navigation/).
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.