Talk to a humanCollection pages got thumbnail-based tabs so category links would be harder to skip. Testing showed the cost: conversion fell, with mobile and desktop moving in opposite directions.
Thumbnail Category Tabs on Collection Pages Cut Conversion Rate 3.8%
Goal
Conversion rate
Result
-3.8% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we add visual navigation tabs to the top of collection pages, then conversion rate will increase because shoppers will find the products they want faster with fewer clicks.
What We Changed
- Added thumbnail-based tabs to the top of collection pages.
- Turned easy-to-skip category links into visual navigation between collections.
The Results
How the new version compared with the original, across all devices.
-3.8%
Conversion rate
-6.0%
Revenue per visitor
-2.8%
Orders
Key Learnings
- Conversion rate fell 3.8% and revenue per visitor 6.0%, and the original had a 76.6% probability of performing better.
- Mobile moved the right way: conversion rate rose 5.1% and revenue per visitor 7.9% on mobile.
- Desktop carried the loss, with conversion rate down 17.9% on desktop.
- Across 29,085 visitors over 21 days, the device split is the clearest lesson: the tabs may suit small screens only.
Detailed results breakdown
Conversion rate
-3.8%
Revenue per visitor
-6.0%
Orders
-2.8%
Average order value
-2.3%
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Other experiments we've run
Product Page (PDP)
Inconclusive
A Prominent Free Shipping Threshold on Product Pages Makes No Clear Difference to Conversion Rate
Product pages showed the free shipping threshold prominently, close to the add-to-cart button. Conversion rate held steady, but order value moved.
+0.3% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate
Search & Navigation
Loss Prevented
Reverting to the Previous Mobile Navigation Cuts Conversion Rate 5.7%
After a successful desktop navigation test, the mobile menu went back to its earlier, category-focused layout without account links. The change hurt revenue, and testing showed the cost.
-5.7% Conversion rate