Category Links on Collection Pages
Explore how adding category links on collection pages influenced user engagement, leading to a notable increase in add-to-cart rates.
Metric
Conversion rate
Lift change
-0.4%
Control
Variation
If we add category links to collection pages, then conversions will increase because users can explore related collections more easily.
What We Changed
- Added links to all main categories on main category pages.
- Added links to relevant subcategories on subcategory pages.
Detailed breakdown
Conversion Rate
-0.4%
Add-to-Cart Rate
+6.0%
Bounce Rate
-5.6%
Revenue
-10.55%
Key Learnings
- Mobile performance declined, affecting overall revenue negatively.
- Desktop users benefited more, with increased add-to-cart and conversion rates, however the sample size was really small.
- All the signs pointed to this change causing more UI confusion and making shopping harder. The test ended before significance was reached, and we've declared it as "loss prevented", so this change will not be rolled out.
