# Image category tiles in the mobile menu: +13% RPV (directional)

- 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/visual-category-tiles-mobile-navigation-product-discovery
- Page: https://liftarchive.com/test/travel-brand-mobile-menu-category-tiles/

Replacing text links in the mobile menu with image category tiles raised revenue per visitor by 13% for a premium travel equipment brand, once visits to a launch product page were left out. The result was not statistically significant, and the full-period data showed conversion down 2%. Blend Commerce ran this two-week A/B test.

## Result

**+13% RPV (directional)**

- Revenue per visitor: +13%, excluding visits to a promoted launch product page.
- Average order value: +11%, and checkout start rate: +6%, in the same view.
- Conversion rate: +2% in that view, but -2% across the full test period. These conflict.
- The result did not reach statistical significance.

## Control

The mobile menu used text-only accordion links for broad sections. Shoppers had to expand rows to see what was inside.

## Variant

The menu showed image-led tiles for travel bags and accessories, plus direct links to useful information pages.

## Why it likely won (our reading)

- Pictures help shoppers tell bag and accessory ranges apart faster than labels do.
- Tiles showed the routes into the range as soon as the menu opened, with no rows to expand.
- A product launch and pre-order period ran at the same time, which may have hidden or inflated the effect.

## Caveats

The test overlapped a high-demand product launch, was not significant, and the headline numbers exclude the launch product page. Across the full period, conversion fell 2%, so treat this as directional.

## How to run this test

- Hypothesis: If we replace text menu links with image category tiles on mobile, then revenue per visitor will rise because shoppers recognise the right range faster.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Checkout start rate
- Guardrail: Product page view rate
- Who should test it: Stores with visually distinct ranges and mostly mobile traffic. Avoid running it during a launch or sale, which made this result hard to read.

---

Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/travel-brand-mobile-menu-category-tiles/).
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.