Does a reorganized mega menu with a color menu lift conversion?
Our site-wide mega menu had grown hard to scan, and there was no way to shop by color. We reorganized every section and added a color menu. Shoppers preferred the original menu: conversion fell 18.0% over 14 days.
Lost Responsive 14 days Called at 90%
The hypothesis
By reorganizing the mega menu around how shoppers browse and adding a color menu, we will help them find products faster, resulting in more clicks into collections and more orders.
The store had been without a color menu since a platform move, so shoppers looking for a color had to dig through collections instead. The mega menu had also grown section by section and no longer matched how people looked for products.
The new menu ran site-wide. It started on 20% of traffic and moved to 100% once the early data settled.
What we changed
We reorganized every mega menu section and added a color menu.
The control kept the existing mega menu, with its sections in their old order and no way to browse by color. Var A reorganized every section of the mega menu around how shoppers browse, and added a new color menu so shoppers could jump straight to products in the color they wanted.
- Reorganized every mega menu section
- Added a new shop by color menu
The result
Shoppers preferred the original menu by 18.0% in conversion.
Over 14 days, conversion with the new menu was 18.0% lower than with the original. The drop showed up across every traffic source, and for new and returning shoppers alike. We removed bulk orders from professional buyers from the data, and the result held.
The store chose to implement the new menu anyway for business reasons, with a plan to compare sales before and after the change.
What we took from it
New shoppers dropped too, so it was not only habit.
If only returning shoppers had dropped, the old menu's familiarity could explain it. New shoppers dropped as well, which points to the new structure itself. Changing every section at once also made it impossible to tell which part hurt. A next round could test the color menu on its own.