The mobile navigation was redesigned to improve user experience, but the changes led to lower add-to-cart rates and higher bounce rates.
Mobile Navigation Redesign
Goal
Clickthrough rate
Result
-3.2% Clickthrough rate
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
IF we redesign the mobile navigation to be more streamlined and intuitive, THEN add-to-cart rates will increase BECAUSE users will find products faster and encounter less friction during browsing.
The mobile navigation menu was completely redesigned with a new structure and visual hierarchy. Category groupings were reorganized to reduce the depth of navigation required to reach products. The menu interaction pattern was updated to use a different expansion and collapse behavior than the original.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+1.9%
Bounce rate change
-0.7%
Click-through rate change
-1.9%
visitors
The navigation redesign hurt performance across every metric. Add-to-cart rate fell -8.4%, conversion rate dropped -5.7%, bounce rate increased +6.2%, and CTR declined -3.1%. Users clearly struggled with the new navigation structure — the unfamiliar interaction patterns and reorganized categories created confusion rather than reducing friction. This reinforces that navigation changes carry high risk on mobile where users have established muscle memory and expectations.
Detailed results breakdown
Add-to-cart rate change
-5.4%
Average order value
-12.3%
Click-through rate change
-0.7%
Lift in conversion rate
-3.2%
Change in revenue per visitor
-15.1%
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