# Mobile menu with sub-categories: +11.58% purchase conversion

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/utsav-fashion/
- Page: https://liftarchive.com/test/utsav-fashion-mobile-hamburger-menu-redesign/

Redesigning the mobile hamburger menu so shoppers could drill into sub-categories lifted purchase conversion by 11.58% and revenue by 12.22%. Wingify Services ran this test for ethnic fashion retailer Utsav Fashion, and it was published as a VWO case study. The test ran for 14 days across every page of the mobile site.

## Result

**+11.58% purchase conversion**

- Purchase conversion rate: +11.58% against the old menu.
- Revenue: +12.22%, so the extra orders were not offset by smaller baskets.
- Heatmaps after the test showed far more use of the menu in the new design. No numbers were shared for this.

## Control

The mobile menu was a plain list of links with no breakdown. Sub-categories such as occasion, style and fabric only existed as filters on the listing pages.

## Variant

The menu was rebuilt with sliding panels. Shoppers could see each parent category, its sub-categories and the options under them without leaving the menu.

## Why it likely won (our reading)

- The menu took about 30% of homepage clicks, so it was already a main route into the catalog. Improving it touched a lot of shoppers.
- Shoppers looking for something specific, like a party-wear saree, could jump straight there instead of applying filters on a listing page.
- Seeing the sub-categories up front also shows the range of the catalog, which may prompt browsing.

## Caveats

The source shows the new menu only in images, so the exact layout is not fully described. Sample size and confidence level were not shared, and results come from the testing vendor.

## How to run this test

- Hypothesis: If we let mobile shoppers open sub-categories inside the hamburger menu, then more of them will reach the right products and buy, because they won't need to filter a broad listing page to narrow down.
- Primary metric: Purchase conversion rate on mobile
- Guardrail: Revenue per visitor
- Guardrail: Menu open-to-click rate
- Guardrail: Search usage
- Who should test it: Stores with wide catalogs where shoppers shop by attributes like occasion, style or material. It matters less for small catalogs with a handful of categories, where a flat menu is already easy to scan.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/utsav-fashion-mobile-hamburger-menu-redesign/).
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.