We revamped the website footer to improve navigation and declutter the main menu. Learn how this change impacted key performance metrics.
Website footer and header redesign
Goal
Conversion rate
Result
-16.3% Conversion rate
Category
Search & Navigation
Outcome
Winner
Before
After
If we implement a redesigned, comprehensive nav bar and footer with clear links to all sports landing pages, then the bounce rate will increase, because decluttered nav bar and footer improve user's navigation.
What We Changed
- Added organized list of links to all sports landing pages in the footer.
- Moved less-essential header links to the footer.
- Grouped header links into a single menu item for decluttering.
- Improved visuals.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+12.0%
Click-through rate change
+10.2%
Change in amount of clicks
-1.7%
visitors
Key Learnings
- The redesigned footer improved navigation, shown by increased click-through rates.
- Fewer distractions in the header reduced bounce rates.
- Clearer, less complex navigation can help users but requires careful balance to maintain conversions.
Detailed results breakdown
Add-to-cart rate change
-5.2%
Average order value
-2.3%
Click-through rate change
+12.0%
Lift in conversion rate
-16.3%
Change in revenue per visitor
-16.5%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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Why free?
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Our bet
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Other experiments we've run
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-10.0% Revenue per visitor (RPV)
Collection Page (PLP)
Sticky mobile filters boost product discovery and navigation accessibility
Implementing sticky mobile filters aimed to streamline product discovery by keeping filters accessible while browsing. Discover the impact on user engagement and sales.
-16.0% Conversion rate
Collection Page (PLP)
Collection Page Redesign
We tested a new design for product pages to improve user engagement and sales. Discover the impact on key metrics.
+4.2% Conversion rate