Do restructured kit and ready made menus lift homepage conversion?
The desktop menus for ready made arrangements and DIY flower kits were hard to scan. We restructured both menus to help shoppers find products. Conversion fell 14.5% and revenue per visitor 14.2% over 11 days in December.
Lost Desktop 11 days Called at 90%
The hypothesis
By updating the ready made and DIY kit menus, we will make products easier to find, resulting in a better experience and a higher conversion rate.
Ready made arrangements and DIY flower kits are 2 of the main ways shoppers buy here. Their menus did not make the range easy to browse.
We expected a clearer structure in both menus to help shoppers reach the right products faster.
What we changed
We restructured the ready made and DIY kit menus on desktop.
The variation updated the desktop navigation menus for ready made arrangements and DIY flower kits. The rest of the menu and the homepage stayed the same. A mobile version was planned for a later round.
- Ready made menu updated
- DIY kit menu updated
- Desktop navigation only
The result
Conversion fell 14.5% and revenue per visitor 14.2% over 11 days.
Results declined week over week, and we paused the test after 11 days. Conversion fell 14.5% and revenue per visitor 14.2%. Neither the control nor the variation had outlier orders to remove.
The test ran in early December, during holiday traffic.
What we took from it
Holiday traffic may have masked how the new menus perform.
December shoppers on this site behave differently from wedding planners the rest of the year. We could not tell if the menus or the season drove the drop, so we queued a retest for later. The retest ran in the spring, won and was implemented.