The "Shop by Category" section was moved beneath the homepage hero to boost visibility and early engagement. Discover the impact on user behavior and conversions.
Relocating 'Shop by Category' Below the Hero to Boost Visibility and User Engagement
Goal
Clickthrough rate
Result
-0.1% Clickthrough rate
Category
Homepage
Outcome
Inconclusive
Before
After
IF we move the “Shop by Category” section beneath the hero, THEN more users will click into key product categories earlier in their session, BECAUSE placing high-intent navigation elements near the top of the page improves visibility and streamlines the path to product discovery.
What We Changed
- Moved the "Shop by Category" section beneath the homepage hero.
- Increased visibility of key product categories.
- Aimed to guide users to collections earlier.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+0.7%
Bounce rate change
-0.1%
Click-through rate change
-0.5%
visitors
Key Learnings
- Users did not engage as expected with the repositioned section.
- Increased category visibility did not translate to higher conversions.
- Placement change may have disrupted established user navigation patterns.
- Desktop users showed some positive engagement, unlike mobile users.
Detailed results breakdown
Add-to-cart rate change
-11.0%
Average order value
-1.7%
Click-through rate change
-0.1%
Lift in conversion rate
-6.2%
Change in revenue per visitor
-7.6%
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Relocating 'Shop by Category' Below the Hero to Boost Visibility and User Engagement
The "Shop by Category" section was moved beneath the homepage hero to boost visibility and early engagement. Discover the impact on user behavior and conversions.
-0.1% Clickthrough rate