New menu, mobile and desktop
What changed
Activities as photo tiles
Running, Hiking, Snow, each on a photo.
More ways to shop
Style, editions and kids listed below.
Limited editions in the menu
Universe and Chromatic as big tiles.
Results
RPV uplift±0%
Conversion-rate uplift+0.1%
Average order value±0%
Duration37 days
Bars: control vs. variant, indexed. Data from Intelligems.
About the test
Hypothesis
A rebuilt navigation menu on mobile and desktop makes the catalogue easier to reach and lifts revenue per visitor.
Learned
The new menu didn't move revenue per visitor at all, and conversion rate shifted by 0.1%. This one ran long on heavy traffic, so the flat reading is trustworthy — there was no case for keeping it, and it was reverted.
