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
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+2.8% Conversion rate
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
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