Does sticky navigation lift mobile homepage sales?
We brought a winning desktop homepage idea to mobile with a sticky category bar and a bolder hero button. Conversion moved 3.6% in 15 days, short of our confidence bar.
Not significant Mobile 15 days Not called
The hypothesis
By bringing the winning desktop homepage changes to mobile with a sticky category navigation or a bolder hero button, we will help shoppers start shopping sooner, resulting in more mobile orders.
A desktop homepage test had just won by making the category buttons clearer and giving the banner a strong shop button. We wanted to know if the same thinking would work on the mobile homepage.
Mobile has less room, so we split the idea in 2. Var A kept the category navigation in view as shoppers scrolled. Var B made the hero button match the stronger button style used lower on the page.
What we changed
We tested a sticky category navigation and a bolder hero button.
The control showed the mobile homepage with a category navigation that scrolled away and a lighter hero button. Var A made the category navigation sticky so it stayed at the top while scrolling. Var B changed the hero button to match the color and size of the stronger button lower on the page.
- Category navigation stays at top on scroll
- Hero button matches the lower button color
- Hero button made larger
The result
Conversion moved 3.6% in 15 days, not enough to call a winner.
Conversion rose 3.6% and revenue per visitor rose 1.3%, short of our confidence bar. Average order value was about 2% lower.
We let the test run past the first week to see if conversion would catch up with the other measures. It did not, so we paused it after 15 days. Var B, the bolder hero button, was the version worth carrying forward.
What we would do next
Fold the bolder hero button into the next mobile test.
The desktop win did not carry over as is. On mobile, a sticky navigation took space without changing behavior. The bolder hero button showed promise, so our plan was to add it to the next round of mobile homepage testing and look for a larger combined lift.