Adding category cards at the top of collection pages led to improved navigation and engagement. Discover how this change impacted key metrics.
Enhanced Collection Pages with Subcategory Cards Boosts User Engagement
Goal
Conversion rate
Result
-2.2% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we add category cards at the top of collection pages, then the click-through rate to subcategories and overall conversion rate will increase because users will find it easier to explore relevant product options quickly, improving navigation efficiency and engagement.
What We Changed
- Added a horizontal row of subcategory cards above the product grid on collection pages.
- Each card included an image, category title, and short supporting caption.
- Clicking a card redirected users to the respective subcategory page.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+8.6%
Change in amount of clicks
+7.6%
Click-through rate change
+1.9%
Add-to-cart rate change
Key Learnings
- Visual navigation aids increased user engagement and reduced bounce rates.
- Quick access to subcategories improved product discovery.
- While engagement improved, conversion rates slightly declined, indicating potential areas for further refinement.
- Enhanced browsing experience led to a minor revenue increase, suggesting better user satisfaction.
Detailed results breakdown
Add-to-cart rate change
+1.1%
Average order value
+0.2%
Click-through rate change
+7.6%
Lift in conversion rate
-2.2%
Change in revenue per visitor
-0.5%
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