Does a shop by occasion menu lift mobile homepage conversion?

Our mobile menu was built around wedding shoppers and a consultation link. We tested a shop by occasion menu with occasions and holidays. Over 28 days, conversion rose 18.0%, short of our confidence bar.

Not significant Mobile 28 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding a shop by occasion menu to the mobile navigation, we will help shoppers who are not planning a wedding find the right collections, resulting in more revenue.

Most of the site speaks to weddings, but many shoppers buy for other events and holidays. A menu grouped by occasion gave them a direct path to collections that fit their plans, timed for the holiday season.

What we changed

A shop by occasion menu replaced the consultation link in the menu

Both versions removed the consultation link from the mobile menu and added a shop by occasion menu covering events and holidays. The 2 versions differed only in where the Weddings link went: each pointed to a different wedding collection page.

VAR A: OCCASION MENU

Consultation link removed from the menu
Shop by occasion menu added
Weddings links to wedding collection 1

VAR B: OCCASION MENU, ALT LINK

Consultation link removed from the menu
Shop by occasion menu added
Weddings links to wedding collection 2

The result

The occasion menu moved mobile conversion 18.0% higher

CONVERSION RATE

+18.0%

REVENUE PER VISITOR

-4.1%

VAR B CONVERSION

+16.1%

Over 28 days, Var A converted 18.0% better than the original, but revenue per visitor was 4.1% lower. Var B converted 16.1% better, with revenue per visitor up 1.7%. Neither gap reached our confidence bar.

A desktop version ran at the same time and was paused after its early lift reversed.

What we would do next

Retest the occasion menu on mobile with holiday collections

Both versions drew more mobile orders, but those orders were smaller, so revenue did not follow. We would run a second round on mobile with the occasion and holiday links refreshed, and track order value as closely as conversion.