Hello Optimizers!

Welcome to this week's edition of ConversionMail!

A quick invite to start this weeks newsletter, I’d like to invite you to join me on a live CRO workshop next week.

I’ll be hosting alongside my good friend and CRO genius Dylan Ander.

We’ll be discussing all things CRO and breaking down some of the best funnels online.

We’ll also be joined by some VERY special guests.

Click here now to save your spot for the workshop.

Myself and the team is constantly tracking data, running tests and most importantly listening to your feedback to improve this newsletter.

We’ve added some new sections below and would love your feedback.

My one ask of you this week is to vote on the “What did you think of today’s email” section below and give me some honest feedback in how I can improve ConversionMail for you.

Thank you, let’s begin!

In this release:

Mythbusters

Myth: I need to have lots of navigational links to guide the customer to all my store's pages.

Buster: This approach is a common misconception and can actually lead to choice overload, overwhelming your visitors rather than guiding them.

The truth is, simplicity is key.

Restricting your main navigation to between 5-7 links can significantly streamline the user experience. Focus on including links that directly contribute to your revenue, the pages that matter most to your bottom line.

Overloading the header with excessive links can distract visitors from your primary conversion goals.

Non-essential links like 'About Us' or detailed policy pages can be tactfully positioned in the footer.

This not only declutters your navigation but also directs users' attention to where it's most profitable, enhancing the overall efficiency of your site and smoothing the path to conversion.

Remember, in the realm of user experience, less is often more.

CRO Case Study

This menu redesign resulted in an additional monthly revenue exceeding $92,000.

The Goal:

To increase user interaction with high-revenue-generating categories by improving the mobile menu's UX/UI, with the expectation of increasing revenue as measured by Revenue Per Session (RPS).

The Why:

The data indicated that the menu is a highly interacted element on both the Clearance and Home pages.

By refining the mobile menu, we aim to guide users more effectively to the categories that drive the most sales, thereby enhancing their shopping experience and boosting revenue.

The What:

- Adding a Search Bar at the top, acknowledging that search-driven sessions have the highest conversion rates.

- Making the Clearance Sale the first and most prominent item in the menu, accentuated with color differentiation and a “60% OFF” label to draw attention.

- Eliminating the dropdown for the Clearance Sale to ensure users can navigate directly to the collection with a single click.

- Incorporating a testimonial to address questions regarding product image accuracy on PDPs.

- Downsizing the font of less critical links and repositioning them to the bottom of the menu to declutter and prioritize content.

The Results:

+ $92,000 per month
+ $1,104,000 per year (forecasted)
+ $1.22 revenue per session

“Mystery Meat Navigation” disaster

The term "Mystery Meat Navigation" (MMN) refers to a web design approach where the destinations of links are not visible until the user hovers over or clicks on them.

This concept was named and popularized by web designer Vincent Flanders.

From a Conversion Rate Optimization (CRO) standpoint, MMN is as helpful as a map without labels.

MMN is considered a disaster because it significantly diminishes the user experience.

When visitors can't easily find what they are looking for, they are more likely to become frustrated and leave the site.

This leads to lower conversion rates and possibly a few more grey hairs for the site owner.

Vote Next Week’s Topic

At ConversionWise, we're always on a mission to optimize everything we do, from our websites to this very newsletter.

And who better to guide us than you ?

In this spirit, I would like to give you the chance to pick a topic for the next edition.

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