Talk to a humanAfter a successful desktop navigation test, the mobile menu went back to its earlier, category-focused layout without account links. The change hurt revenue, and testing showed the cost.
Reverting to the Previous Mobile Navigation Cuts Conversion Rate 5.7%
Goal
Conversion rate
Result
-5.7% Conversion rate
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
If we revert to the previous mobile navigation layout and remove distractions, then users will navigate more efficiently and convert at higher rates because familiar, category-focused navigation makes mobile shopping easier.
What We Changed
- Reverted the mobile menu to the previous layout, which gave better access to categories.
- Removed the login and account buttons to reduce distractions.
- Restored the original navigation order.
The Results
How the new version compared with the original, across all devices.
-5.7%
Conversion rate
-21.1%
Revenue per visitor
-7.0%
Orders
Key Learnings
- The older layout didn't help shoppers buy: conversion rate fell 5.7% and revenue per visitor 21.1%.
- The original had a 66.3% probability of performing better, so the evidence was moderate, not conclusive.
- Click-through rate barely moved (+0.5%), so shoppers used the menu about as often but spent less.
- A navigation change that worked on desktop can't be assumed to work on mobile.
Detailed results breakdown
Conversion rate
-5.7%
Revenue per visitor
-21.1%
Orders
-7.0%
Average order value
-16.3%
Add-to-cart rate
-2.6%
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