Talk to a humanThe navigation bar got a more compact layout with clearer category grouping. See how desktop and mobile visitors responded.
A Compact Navigation Bar Redesign Makes No Clear Difference to Conversion Rate
Goal
Click-through rate
Result
-0.3% Conversion rate
Category
Search & Navigation
Outcome
Inconclusive
Before
After
If we redesign the navigation to take less space and read more clearly, then visitors will navigate more efficiently and engage with more pages because a cleaner structure helps them find products faster.
What We Changed
- Made the navigation bar more compact, so it takes less vertical space, especially on desktop.
- Grouped categories more clearly and made key links easier to see.
- Kept cart, search and account within easy reach.
- Kept the navigation consistent across desktop and mobile.
The Results
How the new version compared with the original, across all devices.
-0.3%
Conversion rate
+4.9%
Revenue per visitor
+5.3%
Average order value
Key Learnings
- Across 31,434 visitors, conversion rate moved just 0.3%, within normal variation.
- Desktop leaned positive: conversion rate rose 23.9% and revenue per visitor 49.6% on 7,288 visitors.
- On mobile, conversion rate fell 4.7%, which cancelled out the desktop gain.
- The space savings were largest on desktop, which may explain where the gain showed up.
Detailed results breakdown
Conversion rate
-0.3%
Revenue per visitor
+4.9%
Average order value
+5.3%
Orders
-2.0%
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30,000+ Monthly sessions.
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Other experiments we've run
Product Page (PDP)
Positive signal
Updated Product Page Design on Desktop
The desktop product page was redesigned to improve navigation and engagement. See how the updated design lifted conversion rate by 8.5% and RPV by 17.6%.
+8.5% Conversion Rate
Cart
Inconclusive
A Free Shipping Progress Message in the Mini Cart Shows Mixed Results on Conversion and Revenue
The mini cart started showing how close shoppers were to free shipping, right above the checkout button. Fewer shoppers converted, but those who did placed bigger orders.
-5.9% Conversion rate
Product Page (PDP)
Winner
A Redesigned Mobile Product Page Lifts Add-to-Cart Rate 17.8%
The top of the mobile product page was tightened, the add-to-cart button updated, and the benefits section moved above reviews. See how it changed add-to-cart rate.
+17.8% Add-to-cart rate