Category Links Boosts User Engagement and Conversions on Mobile
Discover how adding category links on the homepage improved conversions by 4.9% and reduced bounce rates. See the full impact of this change!
Metric
Clickthrough rate
Lift change
+2.7%
Control
Variation
IF we add category links to the homepage, THEN conversions will increase, BECAUSE users can navigate more efficiently.
What We Changed
- Added "Shop by Category" section to the homepage.
- Included clickable images for various product categories.
- Provided direct links to outerwear, shirts, accessories, and fishing gear.
Detailed breakdown
Conversion Rate
+4.9%
Add-to-Cart Rate
+4.9%
Click-Through Rate
+2.7%
Bounce Rate
-6.1%
Revenue Per Visitor
+1.8%
Key Learnings
- Direct category links improved user navigation and reduced friction on mobile, but negatively affected conversion rates on desktop.
- Enhanced product discoverability increased overall user engagement.
- Lower bounce rates indicated a more engaging homepage experience.
- Improved mobile conversion rates showed users were more likely to complete purchases.
