Talk to a humanThe Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
Goal
Click-through rate
Result
-6.2% Conversion rate
Category
Homepage
Outcome
Loss Prevented
Before
After
If we move the Shop by Category section beneath the hero, then more visitors will click into key categories early because high-intent navigation near the top is easier to see.
What We Changed
- Moved the Shop by Category section to sit directly beneath the homepage hero.
- Put category links earlier in the page to shorten the path to key collections.
The Results
How the new version compared with the original, across all devices.
-6.2%
Conversion rate
-7.6%
Revenue per visitor
-11.0%
Add-to-cart rate
Key Learnings
- The new placement lowered conversion rate 6.2% and revenue per visitor 7.6%, and testing showed the cost.
- Mobile drove the drop, with conversion rate down 13.6% on mobile, while desktop conversion rate rose 8.8%.
- Click-through rate, the metric the test was set up to measure, was flat (-0.1%), so earlier placement didn't send more visitors into categories.
- Across 11,001 visitors in 18 days, the drop didn't reach significance.
Detailed results breakdown
Conversion rate
-6.2%
Revenue per visitor
-7.6%
Add-to-cart rate
-11.0%
Orders
-6.4%
Click-through rate
-0.1%
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