Simplifying the navigation bar produced modest positive trends across conversion rate, AOV, and RPV, but none reached statistical significance.
Simplified Navigation Bar
Goal
CVR
Result
+2.35% (CVR) CVR
Category
Search & Navigation
Outcome
Inconclusive
Before
After
IF we simplify the navigation bar by reducing menu items and improving category organization, THEN conversion rates will increase BECAUSE users will find products faster with less navigational friction.
The navigation bar was simplified by consolidating menu items and improving the organization of product categories. The number of top-level navigation elements was reduced to minimize decision fatigue. Category labels were refined to be more descriptive and intuitive for users browsing the store.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+5.5%
Change in revenue per visitor
+3.0%
Average order value
+2.4%
Lift in conversion rate
All metrics moved in the right direction — CR +2.4%, AOV +3.0%, RPV +5.5%, and orders +1.6%. The RPV gain of +5.5% is the most encouraging signal, driven by the compounding effect of slightly better conversion and slightly higher basket sizes. However, with CR at only +2.4%, the result falls within the inconclusive range. The consistent positive trend across all metrics suggests this navigation simplification is directionally correct and worth iterating on with more aggressive changes to reach statistical significance.
Detailed results breakdown
Average order value
+3.0%
Lift in conversion rate
+2.4%
Change in revenue per visitor
+5.5%
Change in amount of orders
+1.6%
Revenue change
NaN%
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