Adding category links aimed to improve navigation and boost engagement. Discover how this change impacted key metrics.
Category Links on Collection Pages
Goal
Conversion rate
Result
-0.4% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we add category links to collection pages, then conversions will increase because users can explore related collections more easily.
What We Changed
- Added links to all main categories on main category pages.
- Added links to relevant subcategories on subcategory pages.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+6.0%
Add-to-cart rate change
+4.7%
Add-to-cart rate change
+1.7%
Click-through rate change
Key Learnings
- Mobile performance declined, affecting overall revenue negatively.
- Desktop users benefited more, with increased add-to-cart and conversion rates, however the sample size was really small.
- All the signs pointed to this change causing more UI confusion and making shopping harder. The test ended before significance was reached, and we've declared it as "loss prevented", so this change will not be rolled out.
Detailed results breakdown
Add-to-cart rate change
+6.0%
Average order value
-9.9%
Click-through rate change
+1.7%
Lift in conversion rate
-0.4%
Change in revenue per visitor
-9.5%
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Other experiments we've run
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+12.1% Conversion rate
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Mobile Layout Adjustments
Mobile layout changes led to a 4.2% conversion rate decline and 6.1% RPV drop. Learn what went wrong and the key takeaways.
-4.24% (CVR) CVR
Product Page (PDP)
Enhanced Desktop Experience
The desktop experience was enhanced with improved navigation and visuals. See how add-to-cart rate lifted 7.1% and bounce rate dropped 4.7%.
+1.81% (ACR) ACR