Horizontally scrolling submenu
What changed
Scrolling category row
Shop All, Denim and more in one swipe.
Results
Revenue per user−8.5%
Conversion-rate uplift−2.2%
Average order value−6.5%
Duration32 days
Bars: control vs. variant, indexed. Data from Intelligems.
About the test
Hypothesis
A horizontally scrolling submenu puts more of the catalogue within reach on mobile and lifts revenue per user.
Learned
The scrolling submenu came back down on both revenue per user and conversion rate, and average order value fell 6.5% with them. We rolled it out anyway, and that was a joint call with every number on the table: the new submenu fits the brand far better than what it replaced, and we agreed the design was a net improvement even though this test didn't pay for it.
