Navigating a mobile webshop should be seamless, but for ZEB, a multibrand fashion store in Belgium, this wasn’t always the case. Their mobile conversion rates lagged behind desktop, and customers found the mobile navigation confusing. That’s where Us stepped in.
The problem – a mobile webshop that didn’t convert
ZEB’s mobile webshop showed lower conversion rates compared to desktop. Customers had to click through too many filters and categories to find what they needed. This friction led to frustration and a higher exit rate. The main navigation was the culprit, and it needed a fix.
The solution – A/B testing to the rescue
We knew an A/B test would provide the clarity needed. A/B testing allows us to show two versions of a website to users and determine which one performs better.
Version A was the original mobile navigation, which had several pain points: an invisible close button, and buttons not optimized for thumb navigation on touchscreens.
Version B addressed these issues. We implemented a dropdown menu that expanded to help users reach their desired category faster. Plus, we replaced plus/minus signs with intuitive up/down arrows for better navigation clarity.
The results – 20% higher revenue per visitor
After a 14-day A/B test, version B was the clear winner. It generated 20% higher revenue per visitor compared to version A. This improvement also led to a significant annual revenue boost as customers stayed longer and made more purchases. ZEB quickly implemented this winning version across their mobile webshop.
Why this matters for your business
This case highlights the power of continuous optimization. For digital marketing teams and managers, it’s proof that small changes, like refining mobile navigation, can drive significant business results.
At Us, we believe in making smart, data-driven decisions. ZEB’s case is just one example of how thoughtful A/B testing can transform user experiences and revenue.
