Talk to a humanThe header shrank to a single row, and collection links moved into image-led menus on desktop and mobile. Conversion fell sharply, and the test caught it within a week.
A Single-Row Header With Image Mega-Menus Cuts Conversion Rate 22.5%
Goal
Conversion rate
Result
-22.5% Conversion rate
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
If we redesign the navigation for both mobile and desktop, then conversion rate will increase because shoppers will find their way around the store more easily.
What We Changed
- Shrank the header and navigation into a single row to save vertical space.
- Added a "Collections" menu item and moved all collection links into its mega-menu.
- Used collection images in the desktop mega-menu and the mobile menu.
- Grouped secondary links such as Reviews, About and Wholesale into one submenu.
- Kept "Customize" as its own dedicated link.
The Results
How the new version compared with the original, across all devices.
-22.5%
Conversion rate
-22.7%
Orders
-12.3%
Revenue per visitor
Key Learnings
- Conversion rate fell 22.5% and orders 22.7%, with a 99.5% probability that the original performs better.
- Mobile drove the drop: conversion rate fell 26.2% across 10,957 mobile visitors.
- Average order value rose 13.2%, which softened the hit to revenue per visitor (-12.3%).
- Putting every collection behind one menu item may have made them harder to reach on small screens.
Detailed results breakdown
Conversion rate
-22.5%
Orders
-22.7%
Revenue per visitor
-12.3%
Average order value
+13.2%
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Positive signal
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+2.2% Add-to-cart rate
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Positive signal
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+16.9% Conversion rate