Navigation & Footer Redesign Boosts Desktop Engagement but Challenges Mobile Conversion
Discover how a redesigned header and navigation impacted user engagement and conversions, revealing insights for future enhancements.
Metric
CVR
Lift change
-22.52% (CVR)
Control
Variation
If we redesign the navigation bar for mobile and desktop, then conversions will increase because users can navigate more intuitively and efficiently.
What We Changed
- Redesigned the entire header.
- Used collection images in mega-menus and mobile navigation.
- Moved secondary links to a submenu.
Detailed breakdown
Conversion Rate
-22.5%
Add-to-Cart Rate
-4.6%
Key Learnings
- The redesign improved average order value due to better product visibility.
- Conversion rates dropped on mobile, but improved on desktop.
- Visual elements like collection images can aid in user engagement but need clearer user paths.
- Navigation & Footer Redesign boosted desktop engagement but challenged mobile conversion, hence further testing was provided to find a better mobile experience
