Adding a persistent button to customize hats was tested to boost clickthrough rates by making customization options more visible. See the results of this test.
"Customize Your Own Hat" Button
Goal
Revenue per visitor (RPV)
Result
+15.4% Revenue per visitor (RPV)
Category
Search & Navigation
Outcome
Inconclusive
Before
After
IF we place a persistent “Customize Your Own Hat” button in the navbar, THEN the clickthrough rate will rise, BECAUSE users will have constant, high-visibility access to the customization option without needing to navigate through PDPs.
What We Changed
- Added “Customize Your Own Hat” button to the main navigation.
- Ensured button persisted across all pages.
- Linked button to the customization page.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+35.6%
Average order value
+15.4%
Change in revenue per visitor
12.01%
Revenue change
Key Learnings
- The button increased visibility, leading to more clicks.
- Higher average order value suggests increased spending per purchase.
- Lower bounce rate indicates improved user engagement.
- Decreased conversion rate shows customization may have distracted from completing purchases.
Detailed results breakdown
Add-to-cart rate change
-1.8%
Average order value
+35.6%
Click-through rate change
+6.6%
Lift in conversion rate
-13.5%
Change in revenue per visitor
+15.4%
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