Talk to a humanThe footer gained links to every sports landing page, and the header was decluttered. Visitors clicked more but bought less.
A Header and Footer Redesign Cuts Conversion Rate 16.3%
Goal
Conversion rate
Result
-16.3% Conversion rate
Category
Search & Navigation
Outcome
Loss Prevented
Before
After
If we redesign the header and footer with clear links to all sports landing pages, then conversion rate will increase because a decluttered navigation makes the site easier to move through.
What We Changed
- Redesigned the footer to be more comprehensive.
- Added a footer section linking to all major sports landing pages.
- Decluttered the header by moving or grouping less essential links, such as Military and Team Sales.
The Results
How the new version compared with the original, across all devices.
-16.3%
Conversion rate
-16.5%
Revenue per visitor
-16.0%
Orders
Key Learnings
- Conversion rate fell 16.3% and revenue per visitor 16.5%; the original had a 91.0% probability of performing better.
- Visitors did use the new links: click-through rate rose 12.0% and bounce rate fell 6.7%, but that matters less than the sales drop.
- The result didn't reach significance over 35 days and 36,149 visitors, but both devices moved down.
- More links gave visitors more places to go, but fewer of them bought.
Detailed results breakdown
Conversion rate
-16.3%
Revenue per visitor
-16.5%
Orders
-16.0%
Add-to-cart rate
-5.2%
Click-through rate
+12.0%
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Other experiments we've run
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Simplified Product Page Layout
Simplifying the product page layout lifted AOV by 4.4% but had minimal impact on conversion rate and revenue per visitor.
+4.4% Average Order Value
Collection Page (PLP)
Inconclusive
Breadcrumbs on Collection Pages Make No Clear Difference to Conversion Rate
Collection pages got clickable breadcrumbs showing shoppers where they are in the store. See how this small navigation change performed over 45 days.
+1.8% Conversion rate
Product Page (PDP)
Loss Prevented
A Search Bar Above Product Images Cuts Conversion Rate 4.2%
Product pages got a search bar directly above the product images, so shoppers could look for other items without leaving. The change cost orders, and testing showed it.
-4.2% Conversion rate