Adding the collection name to the top of the page aimed to improve customer navigation. Discover the impact on conversion rates and user engagement.
Displaying Collection Name
Goal
Conversion rate
Result
-1.0% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we add the collection name to the top of the page, then collection page conversion rates will increase because clearly labeling the page improves customer navigation and understanding of product context.
What We Changed
- Added the collection name at the top of each collection page.
- Aimed to improve navigation by clearly labeling product categories.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.4%
Average order value
7.17%
Revenue change
+6.4%
Change in revenue per visitor
Key Learnings
- Highlighting the collection name helped users identify product categories.
- Improved navigation led to a higher add-to-cart rate.
- Revenue increased, suggesting better alignment with user expectations.
- The change had mixed effects on conversion rates across devices.
Detailed results breakdown
Add-to-cart rate change
+2.4%
Average order value
+7.4%
Click-through rate change
+0.1%
Lift in conversion rate
-1.0%
Change in revenue per visitor
+6.4%
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