Marsh Wear Clothing tested spotlighting the Hats category. Discover how this affected user interaction and sales.
Repositioning “Hats” to top-level navigation increases visibility and user efficiency
Goal
Clickthrough rate
Result
-9.4% Clickthrough rate
Category
Search & Navigation
Outcome
Inconclusive
Before
After
IF we rename “Headwear” to “Hats” and move it to a top-level navigation position THEN the clickthrough rate to this high-revenue collection will rise BECAUSE “Hats” is a more familiar, intuitive label and top-level placement increases visibility.
What We Changed
- Renamed “Headwear” to “Hats” in the main navigation.
- Moved “Hats” to a standalone top-level navigation item.
- Ensured styling and spacing matched existing top-level items.
- Removed “Headwear” from all navigation instances.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+2.6%
Click-through rate change
+0.6%
Change in amount of clicks
+0.2%
Average order value
Key Learnings
- "Hats" as a label improved clickthrough but did not convert to sales.
- Increased visibility reduced bounce rates slightly.
- Users found the category more accessible but did not proceed to purchase.
- Familiar labels can improve navigation efficiency but may not impact conversions.
Detailed results breakdown
Add-to-cart rate change
-1.9%
Average order value
+0.2%
Click-through rate change
+2.6%
Lift in conversion rate
-10.9%
Change in revenue per visitor
-9.4%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Other
Highlighting AFTCO’s conservation pledge
Discover how integrating conservation-focused icons and messaging impacted customer engagement and conversion rates on AFTCO’s website.
+5.0% Revenue per visitor (RPV)
Collection Page (PLP)
Product Card Redesign
We redesigned product cards to simplify browsing and added a color selector. See how these changes affected user engagement and sales.
+1.5% Conversion rate
Cart
Visual free shipping progress indicator
A visual indicator was added to the minicart to show how close users are to free shipping. Discover how this change impacted user behavior and average order value.
-5.9% Conversion rate