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%
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