Do color swatches in the mobile menu lift homepage conversion?
Shoppers on mobile had to dig through the menu to find flowers by color. We tested color swatches in the menu and a direct link to the shop by color page. Conversion rose 14.1% over 18 days, and we implemented it as a do no harm change.
Won Mobile 18 days Called at 90%
The hypothesis
By adding color swatches to the menu, we will make it easier for shoppers to find the colors they want, resulting in more conversions.
Many shoppers plan wedding flowers around a color palette. On mobile, the menu listed flower types, so finding a color took extra taps and guesswork.
We followed the "don't make me think" principle: show the colors up front and let shoppers pick from there.
What we changed
We added color swatches to the mobile menu and tested a color link.
Variation A added color swatches to the menus, so shoppers could tap a color and see matching flowers. Variation B sent shoppers from the menu to the shop by color page instead. The rest of the homepage stayed the same.
- Color swatches added to the menus
- Tap a color to see matching flowers
- Menu sends shoppers to shop by color page
- No swatches in the menu
The result
Conversion rose 14.1% and revenue per visitor 9.6% over 18 days.
Both variations beat the control for the whole run. Conversion rose 14.1% and revenue per visitor 9.6% over 18 days, but neither variation reached our confidence bar.
The goal was to hold mobile conversion and revenue steady. The change cleared that bar with room to spare, so we implemented it as a do no harm change.
What we took from it
Shopping by color matched how these shoppers plan.
Shoppers here often start with a wedding palette, not a flower name. Swatches in the menu put that choice 1 tap away on a small screen. The lift never firmed up enough to call, but it held in the green for 18 days, which was enough to implement it safely.