Menu opens on bestselling bras for new visitors: +2.5% CR
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsHaving the menu open automatically on the bestselling bra collection for first-time shoppers raised Underoutfit's new-shopper conversion rate by 2.5%.
This test ran on Visually's platform with the Underoutfit team and was published as a Visually case study. Returning visitors kept the standard menu.
- New-shopper conversion rate: +2.5%.
- The change only targeted new visitors, so the effect on total site conversion would be smaller.
- Sample size, test length and confidence level were not shared.
The change
Menu opens on the bestselling bra collection for first-time shoppers
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
New visitors saw the standard menu, with no collection opened by default.
Variant
For first-time shoppers only, the menu opened automatically on the bestselling bra collection.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Underoutfit knew most new visitors came looking for its bestselling bra, so the menu met that intent right away.
- Opening the right collection saves a tap and a search for shoppers who don't know the store layout yet.
- Returning visitors were left alone, so people who know the site were not slowed down.
Caveats: Vendor-reported in a Visually case study; sample size, test length and statistical significance were not shared.
Who ran it
Visually ran this test for Underoutfit and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we open the menu on our bestselling collection for first-time visitors, then more new shoppers will convert because they reach the product they came for faster.
- Primary metric
- New-visitor conversion rate
- Guardrails
- Clicks on other menu categories
- Average order value for new visitors
- Returning-visitor conversion rate
- Who should test it
- Stores where one hero product or collection drives most first purchases. It may not help if new visitors arrive wanting many different things.
Questions
Should new and returning visitors see a different menu?
It can help when new visitors share a clear intent.
Underoutfit lifted new-shopper conversion by 2.5% by opening the menu on its bestselling bras.
Can personalizing the menu hurt conversion?
It might if it hides what other shoppers want.
Watch clicks on other categories as a guardrail.
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