Talk to a humanCategory links on mobile collection pages got a new hierarchy and color highlights to stand out. The change hurt sales, and testing showed the cost.
Bolder Category Links on Collection Pages Cut Conversion Rate 20.1%
Goal
Conversion rate
Result
-20.1% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we make category links more prominent on collection pages, then conversion rate will increase because shoppers will find the right products faster.
What We Changed
- Swapped the order of category titles and links.
- Added color highlights so each category stands out from the rest of the page.
The Results
How the new version compared with the original, across all devices.
-20.1%
Conversion rate
-26.3%
Revenue per visitor
-21.4%
Orders
Key Learnings
- Louder navigation didn't make shopping easier: conversion rate fell 20.1% and revenue per visitor 26.3%.
- The original had a 98.5% probability of performing better after 11 days.
- With 8,563 mobile visitors the result didn't reach full significance, but the drop was large.
- Testing showed the cost of a change that looked like an improvement.
Detailed results breakdown
Conversion rate
-20.1%
Revenue per visitor
-26.3%
Orders
-21.4%
Average order value
-7.8%
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30,000+ Monthly sessions.
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Product Page (PDP)
Inconclusive
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-0.6% Conversion rate