Reducing navigation categories aimed to simplify the shopping experience but led to significant declines in conversion rate and revenue per visitor.
Simplified Navigation Categories
Goal
CVR
Result
-20.67% (CVR) CVR
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
IF we reduce the number of navigation categories and enhance search functionality, THEN users will find products faster BECAUSE a simpler navigation structure reduces decision fatigue and speeds up product discovery.
The navigation bar was streamlined by consolidating product categories into fewer top-level groupings. The total number of visible categories was reduced to simplify the browsing experience. Search functionality was enhanced with improved autocomplete and filtering to compensate for the reduced category structure.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+17.9%
Average order value
NaN%
Revenue change
-1.0%
visitors
Despite a +17.9% AOV lift — likely from users who did find what they wanted purchasing more — conversion rate plummeted -20.7% and orders dropped -21.4%. RPV fell -6.5%, confirming this was a net-negative change. Reducing navigation categories made it harder for most shoppers to discover products, and the enhanced search functionality did not compensate. This confirms that broad category visibility is critical for product discovery in this store's navigation model.
Detailed results breakdown
Average order value
+17.9%
Lift in conversion rate
-20.7%
Change in revenue per visitor
-6.5%
Change in amount of orders
-21.4%
Revenue change
NaN%
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