# Mobile menu with images and Trustpilot rating: +5% add-to-cart, flat

- Outcome: Flat / inconclusive
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus, Social proof, authority & press
- 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/redesign-mobile-menu-funnel-engagement
- Page: https://liftarchive.com/test/wilsons-pet-food-mobile-category-menu-redesign/

A 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.

## Result

**+5% add-to-cart, flat**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/wilsons-pet-food-mobile-category-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.