Redesigned Navigation and Footer Boosts User Experience and Engagement
Explore how a navigation bar redesign impacted user experience, revealing a 22.5% drop in conversions and a 13.2% increase in average order value.
Metric
Conversion rate
Lift change
-22.5%
Control
Variation
If we redesign the navigation bar, then conversions will increase because users will have a more intuitive and accessible experience.
What We Changed
- Redesigned the header and navigation to a single row.
- Added "Collections" with links in the mega-menu.
- Included collection images in mobile and desktop mega-menus.
- Moved secondary links to a single submenu.
Detailed breakdown
Conversion Rate
-22.5%
Average Order Value
+13.2%
Revenue
-12.56%
Bounce Rate
+0.0%
Key Learnings
- The simplified header reduced visual clutter but did not enhance user engagement.
- Collection images in navigation offered visual appeal but did not lead to increased conversions.
- Moving secondary links streamlined navigation but may have obscured access to important information.
- Increased average order value suggests those who completed purchases were more decisive, despite lower conversions.
