Conversion Rate Optimization Case Study
Home Goods Brand Sees 34% Growth in Conversion Rates After A/B Testing Website
34%
Higher Mobile Conversion Rate
TL;DR
An industry-leading home goods brand partnered with ROI Revolution to A/B test its site search and navigation. The winning mobile menu and search variation lifted mobile conversion rates 34%, and the winning top navigation variation lifted desktop conversion rates 10.2%.
Service
Conversion Rate Optimization
Industry
Home Goods
Device
Mobile & Desktop
Goal
Eliminate Friction to Grow Conversions
The Situation
An Industry-Leading Home Goods Brand Ready to Remove Site Friction
The interior design and renovation industry is driven by creativity and inspiration. One of our clients, an industry-leading home goods brand, aims to deliver inspiration to its shoppers and help them find the perfect tile pairing.
The brand was in search of ways to improve their site to boost conversions and provide a seamless customer experience to further establish their brand as an industry leader.
Opportunity Identified
Making Site Search and Navigation Easier to Use
There were two focus areas to supercharge conversions and eliminate website friction: site search usage and ease of navigation.
Mobile Menu & Search Test: This client was seeing 7x higher conversion rates on mobile and tablet over desktop. The ROI team hypothesized that making the site search bar always visible on mobile and tablet as well as adding more descriptive labels would lead to more visitors using the search feature and result in more conversions.
Top Navigation Test: Knowing that ease of use is critical to conversions, the ROI team added more top-level navigation items to help customers shop by criteria.
ROI in Action
A/B Testing Mobile Menu Wording, Search Placement and Top Navigation
The ROI Revolution team tested ways to improve findability and increase conversions with each test.
Mobile Menu & Search Test: The ROI Revolution team tested three variations that changed the wording of menu items in the mobile menu and moved the search bar around.
Top Navigation Test: The ROI team tested two variations that updated language in the top navigation for desktop and switched up the order that buttons appear in.
The Results
Results Achieved
34%
Higher Mobile Conversion Rate
10.2%
Higher Desktop Conversion Rate
Mobile Menu & Search Test: The winning variation improved mobile conversion rates by 34% by moving the search bar and updating the wording of menu items. In contrast, the other variations saw 23.4% and 24.5% higher conversion rates.
Top Navigation Test: The winning variation increased conversion rates by 10.2% by making it easier for customers to shop by criteria on desktop. In contrast, the other variation saw a 5.8% higher conversion rate. Ready to find and fix the friction on your site? Connect with our team. Want to dive deeper? View Printable Version
Case Studies
Peter Millar
Footwear Brand
