# Menu opens on bestselling bras for new visitors: +2.5% CR

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://143410811.hs-sites-eu1.com/en/underoutfit_casestudy_visually
- Page: https://liftarchive.com/test/underoutfit-new-visitor-menu-opens-on-bras/

Having 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.

## Result

**+2.5% CR**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Clicks on other menu categories
- Guardrail: Average order value for new visitors
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/underoutfit-new-visitor-menu-opens-on-bras/).
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.