We tested a simplified mobile navigation layout to make product discovery faster. See how it changed browsing behavior and impacted conversion metrics.
Mobile Navigation with Tiles
Goal
Conversion rate
Result
-5.7% Conversion rate
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
If we make the mobile navigation easier to tap (larger targets, clearer spacing), then add-to-cart and overall conversion rates will increase because users can reach product detail pages faster with less friction.
What We Changed
- Increased tap area.
- Added background to the categories.
- Removed login and account buttons to reduce distractions.
- Enlarged the navigation drawer.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+0.5%
Click-through rate change
-0.7%
Bounce rate change
-0.8%
Change in amount of clicks
Key Learnings
- Removing familiar elements may confuse returning users.
- Simplified navigation did not lead to expected conversion improvements.
- Users may need more guidance during navigation.
- Focus on familiar experiences might require additional context or support.
Detailed results breakdown
Add-to-cart rate change
-2.6%
Average order value
-16.3%
Click-through rate change
+0.5%
Lift in conversion rate
-5.7%
Change in revenue per visitor
-21.1%
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30,000+ Monthly sessions.
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Other experiments we've run
Product Page (PDP)
Mobile Layout Optimization for AOV
Discover how mobile layout changes drove a 43.2% increase in average order value but came at the cost of conversion rate.
-28.29% (CVR) CVR
Product Page (PDP)
Simplified Mobile Layout
A simplified mobile layout increased average order value by 4.0% but led to higher bounce rates and lower conversion.
-4.2% Conversion rate
Product Page (PDP)
PDP Redesign Boosts Trust and Conversion Rates
Redesigning the product detail pages improved mobile conversions and visibility of key product information. Learn how these changes impacted user engagement.
+8.1% Conversion rate