Does a consultation button in the navigation lift desktop sales?

Our desktop navigation did not offer a way to book help from a person. We tested an updated navigation with a consultation button. Over 11 days, conversion rose 12.7% and revenue per visitor rose 9.2%.

Won Desktop 11 days Called at 90%

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding a consultation button to the desktop navigation, we will reach shoppers who are unsure what to buy, resulting in more consultations and more purchases.

Many shoppers plan large events and are not confident choosing flowers on their own. A consultation button in the navigation shows on every page and adds a human element, even for shoppers who never click it.

What we changed

An updated desktop navigation with a consultation button

We updated the desktop navigation and added a button that let shoppers book a consultation. We also added click tracking to compare navigation clicks with purchases.

VAR A: NAV + CONSULT CTA

Updated desktop navigation
Consultation button added

The result

The consultation button lifted desktop conversion 12.7%

CONVERSION RATE

+12.7%

REVENUE PER VISITOR

+9.2%

Over 11 days, the updated navigation converted 12.7% better than the original, which cleared our confidence bar. Revenue per visitor was 9.2% higher, but that gap did not reach our bar. Consultation purchases also rose.

What we took from it

Offering human help in the navigation built trust

Most shoppers did not book a consultation, but more of them bought. Seeing that help was available on every page likely made the store feel more personal and lowered the risk of a large order. The next step is testing the same change on mobile.