Removing sold-out tactical product from shop navigation boosts conversion rates and improves shopping experience

Discover how removing a sold-out category from navigation led to a +1.6% increase in conversion rates and improved user experience.

Metric

Lift change

Control

Variation

If we remove the sold-out tactical product from the shop navigation, then conversion rate will increase because visitors will not encounter dead-end browsing paths.

What We Changed

  • Removed the sold-out product category from the main navigation.
  • Retained access to the category via direct URL.
  • Ensured all other navigation items remained unchanged.
  • Verified correct rendering across devices.

Detailed breakdown

Conversion Rate

+1.6%

Add-to-Cart Rate

+0.2%

Net Revenue per Visitor

+2.0%

Key Learnings

  • Eliminating dead-end navigation paths improved customer browsing.
  • Visitors stayed longer when not led to unavailable products.
  • Cleaner navigation maintained conversion paths.
  • Enhanced user experience for first-time visitors increased trust.