Adding in line navigation on the mobile homepage

April 2015
Control and variation


B, based in Greenwood, Indiana, sells reading glasses to US and Canadian customers. The company was founded by Randy and Angie Stocklin with the idea of offering people a convenient and affordable way to buy eyewear online. Jon Corwin, the Product Lead of the company, wanted to be sure that mobile users were able to access all of the site’s most popular pages quickly and easily. The hamburger menu might not be easy enough though.


 Showing the main categories in sight will be easier for mobile users than using the hamburger menu – which will increase orders.


The conversion rate for mobile grew by 28%.


Showing mobile visitors the main categories – without an extra click – makes it clear what products can be bought. On mobile we cannot rely on a hamburger navigation alone. See also the related case on the hamburger menu.
This test was focused on mobile – but the same could be true for a desktop: Giving your most important categories and call to actions some prime real estate might be better than hiding them in the dropdown navigation (see the Dropdown categories test in the reated cases).

Test details

Test element Navigation
Page type Home
Test date April 2015

Website information

Company Readers
Market E-Commerce, Home & Living
Test result
Test element Navigation
Page Home
Result +28% orders

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