Mobile menu with images and Trustpilot rating: +5% add-to-cart, flat
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA redesigned mobile category menu with images and a Trustpilot rating lifted Wilson's Pet Food's add-to-cart rate by 5%, but conversion rose only 1% and revenue per visitor fell 1%.
We treat the result as inconclusive because it did not reach significance. Blend Commerce ran this 26-day A/B/C test.
- Variant C add-to-cart rate: +5%, and checkout-begin rate: +6%. More shoppers moved deeper into the funnel.
- Variant C conversion rate: +1%. This is too small to call and was not statistically conclusive.
- Variant C revenue per visitor: -1%, and average order value: -1%. It was not a revenue win.
- Variant B cut conversion by 11%. Adding images and options alone clearly lost.
The change
Variant C restructures the mobile menu and adds category images and a Trustpilot rating
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original mobile category menu.
Variant
Variant C restructured the menu, added category images and showed the brand's Trustpilot rating. Variant B added images and extra options only.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A clearer menu with images may help shoppers find the right category faster, which would explain the add-to-cart gain.
- The Trustpilot rating may have reassured shoppers early. Variant C changed several things, so we can't say which part helped.
- Variant B added options without restructuring. That may have added choice and slowed shoppers down.
Caveats: Variant C bundled a restructure, images and a rating, so the result can't be credited to one element. The 26-day test was not statistically conclusive, and sample size was not shared.
Who ran it
Blend Commerce ran this test for Wilson's Pet Food and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we restructure the mobile menu with category images and a trust rating, then more shoppers will reach products and buy because they can find the right category faster.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Add-to-cart rate
- Average order value
- Who should test it
- Mobile-heavy stores with many categories, such as pet food or other ranges split by need. Keep the menu lean: adding options without restructuring lost 11% here.
Questions
Do images in a mobile menu increase conversion?
Not on their own in this test. Images plus extra options cut conversion 11%.
A restructured menu with images and a rating did better, but the result was flat.
Should I put reviews or ratings in my navigation?
It can add reassurance early. Here it was bundled with other changes, so its own effect is unknown.
What should I measure in a navigation test?
Look at the full funnel: add-to-cart, checkout starts, conversion and revenue per visitor. Engagement gains can still leave revenue flat.
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