# 'Exclusive Offers' tab moved first in menu: +10% transactions

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Navigation & mega menus, Sales, urgency & limited-time offers
- Test run by: [AB Tasty](https://liftarchive.com/practitioners/ab-tasty/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ysl-online-transactions/
- Page: https://liftarchive.com/test/ysl-beauty-exclusive-offers-tab-first/

Moving the 'Exclusive Offers' tab ahead of 'New Products' in the YSL Beauty homepage menu lifted transactions by 10%. AB Tasty's consulting team proposed and ran the A/B test, which was published as a VWO case study. It ran for a month on more than 150,000 visitors.

## Result

**+10% transactions**

- Transactions: +10%. The main result, from one tab swap.
- Visits to the basket page: +9%.
- Visits to the checkout page: +13%.
- The team sent all traffic to the winner and built it into the site.

## Control

The homepage menu bar showed the 'New Products' tab before the 'Exclusive Offers' tab.

## Variant

The two tabs swapped places. 'Exclusive Offers', which led to current offers and gifts with purchase, came first.

## Why it likely won (our reading)

- Luxury shoppers may respond well to the idea of exclusive treatment and gifts, more than to newness.
- Putting offers first gave shoppers a reason to buy now, which carried through to basket and checkout.
- The first tab in a menu gets the most attention, so its content shapes where many visitors go next.

## Caveats

The test ran for one month on over 150,000 visitors, but no confidence level was shared. The idea came from the testing vendor's consulting team, which also reported the result.

## How to run this test

- Hypothesis: If we put the offers tab before the new products tab in the main menu, then transactions will rise, because shoppers see a reason to buy now as soon as they look at the menu.
- Primary metric: Transactions per visitor
- Guardrail: Average order value
- Guardrail: Share of orders using an offer
- Guardrail: Clicks on new product pages
- Who should test it: Brands that run gifts with purchase or exclusive offers alongside new launches. If your margin depends on full-price sales of new items, watch discount use closely, as this can shift buyers toward offers.

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Credit: AB Tasty ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ysl-beauty-exclusive-offers-tab-first/).
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.