# Visual mobile menu with category images: +18% conversion rate

- 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/redesign-mobile-menu
- Page: https://liftarchive.com/test/stone-creek-coffee-visual-mobile-menu/

Showing every category with an image in the mobile menu raised Stone Creek Coffee's conversion rate by 18% and revenue per visitor by 28%. Average order value rose 8%. Blend Commerce ran this A/B/C test, and the testing tool estimated about 101 extra orders per month.

## Result

**+18% conversion rate**

- Variant 2 conversion rate: +18%. This was the strongest result.
- Variant 2 revenue per visitor: +28%, and average order value: +8%.
- Variant 2 subscription revenue per visitor: +6%. Intelligems estimated about 101 extra orders per month.
- Variant 1 also beat the control, but by less. The agency did not share its numbers on the page.

## Control

The mobile category menu gave little visual context, with a carousel of main collections at the bottom.

## Variant

Variant 2 showed all categories with images and split the bottom carousel into separate rows. Variant 1 added featured category images and kept the original carousel.

## Why it likely won (our reading)

- Images help shoppers see the range at a glance, instead of guessing from short text labels.
- Splitting the carousel into rows shows every collection without swiping, so fewer categories stay hidden.
- Seeing more categories may lead shoppers to explore and add more, which fits the order value gain.

## Caveats

Sample size, test length and confidence level were not shared. The extra orders figure is an estimate from the testing tool.

## How to run this test

- Hypothesis: If we show every category with an image in the mobile menu, then more visitors will buy because they can see the full range and find the right collection quickly.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Collection page views
- Who should test it: Mobile-heavy stores with several distinct categories that look different, such as coffee or food. It may help less if you have only a few categories or products that look alike.

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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-visual-mobile-menu/).
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.