Relocating 'Shop by Category' Below the Hero Boosts Visibility and User Engagement
Discover how repositioning the "Shop by Category" section impacted user engagement and conversions. Learn from our insights and experiment results!
Metric
Clickthrough rate
Lift change
-0.1%
Control
Variation
If we move the “Shop by Category” section beneath the hero, then more users will click into key product categories earlier in their session, because placing high-intent navigation elements near the top of the page improves visibility and streamlines the path to product discovery.
What We Changed
- Moved the "Shop by Category" section beneath the homepage hero.
- Increased visibility of key product categories.
- Aimed to guide users to collections earlier.
Detailed breakdown
Conversion Rate
-6.2%
Add-to-Cart Rate
-11.0%
Revenue
-8.07%
Click-Through Rate
-0.1%
Bounce Rate
+0.7%
Key Learnings
- Users did not engage as expected with the repositioned section.
- Increased category visibility did not translate to higher conversions.
- Placement change may have disrupted established user navigation patterns.
- Desktop users showed some positive engagement, unlike mobile users.
