Persistent "Customize Your Own Hat" Button Boosts Navigation Visibility and User Engagement

Discover how a persistent "Customize Your Own Hat" button increased clickthrough rates by 6.6%. Uncover the unexpected results and insights!

Metric

Revenue per visitor (RPV)

Lift change

+15.4%

Persistent "Customize Your Own Hat" Button Boosts Navigation Visibility and User Engagement – Control screenshot

Control

Persistent "Customize Your Own Hat" Button Boosts Navigation Visibility and User Engagement – Variation screenshot

Variation

If we place a persistent “Customize Your Own Hat” button in the navbar, then the clickthrough rate will rise because users will have constant, high-visibility access to the customization option without needing to navigate through PDPs.

What We Changed

  • Added “Customize Your Own Hat” button to the main navigation.
  • Ensured button persisted across all pages.
  • Linked button to the customization page.

Detailed breakdown

Clickthrough Rate

+6.6%

Average Order Value

+35.6%

Bounce Rate

-8.2%

Conversion Rate

-13.5%

Key Learnings

  • The button increased visibility, leading to more clicks.
  • Higher average order value suggests increased spending per purchase.
  • Lower bounce rate indicates improved user engagement.
  • Decreased conversion rate shows customization may have distracted from completing purchases.