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- The row your mega menu is missing
The row your mega menu is missing
Two tests that took one line each to ship, plus Shopify Canvas and a 1.7% to 4.6% jump
Oliver Kenyon
October 07, 2026
Hey optimizer,
Your mega menu is the highest intent surface on your store and it's probably just a list of six nouns.
One brand turned theirs into something that suggests rather than lists, and it's now worth 6-figures a month. Two changes, both below
01 / INTERNAL NEWS
Everything in this issue can wait. This can't. It's tomorrow
BFCM Insiders runs tomorrow afternoon at Batch LDN, and whatever you're planning for Black Friday, somebody in that room has already tried it and can tell you exactly how it went.
60 to 80 FMCG and CPG founders, over half of them running brands north of £5m. Doors at noon, bar from four.
On the table:
→ Offer structures shifting volume this year without training your list to wait for 40% off
→ Discounting hard and still liking the P&L in December
→ Stock levels, so you're not sold out on day two or sat on pallets in January
→ TikTok hooks converting right now, plus the site fixes you can still ship before November
→ What to do with a BFCM buyer once the discount's gone
→ Buying media in the most expensive auction of the year and coming out ahead
A handful of spots left.
02 / ROUNDUP
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
03 / CLIENT RESULTS
1.7% to 4.6% conversion rate in a matter of days
Jacob doesn't usually write reviews. Glad he made an exception for us
Want this on your store? Get the most out of every dollar invested in ads
04 / A/B TEST OF THE WEEK
Major recent win, and it was in the mega menu (Again!)
We recently ran this for an ecom brand selling vintage and preloved clothing. $106,886 a month.
The original menu listed six category names and nothing else. It worked, in the sense that everything was reachable. What it never did was suggest anything.
Two changes.
1. A "Trending now" row went in at the top of the menu: three actual products, with names and prices.
2. And every category name picked up a line underneath it describing what was inside.
The menu gets opened by people who haven't yet chosen where to go, which makes it the highest intent surface on the site, and most stores treat it as plumbing.
Someone who opens it is asking to be pointed somewhere. A list of nouns declines to answer.
The product row answers directly. The descriptions answer the question underneath the question, which is usually not "where do I go" but "will you have what I need".
+$106,886
MONTHLY REVENUE
It transfers if your categories genuinely differ in a way a sentence can capture.
If Womenswear and Menswear really are just clothes for different people, the line reads as filler and you've added noise to a list that was working.
A menu tells people where things are.
The good ones tell people what to want.
05 / EVEN MORE TESTS
If you sell anything in multipacks, you're making the customer do maths, and they won't do it
Single refill, £7. Three refills, £18. Six refills, £31.50.
To work out whether the six pack is good value, the customer has to divide, compare and hold three numbers in their head, on a phone, while mildly distracted.
Most of them take the smallest option, because it's the one they can evaluate without effort.
Put the unit price under each option.
£7.00 per refill. £6.00 per refill. £5.25 per refill.
Now the comparison is done for them and the decision takes a second.
Two things this does beyond the obvious.
It reframes the choice. Without the unit price, the customer is choosing how much to spend. With it, they're choosing how much to save, and those two questions get different answers.
And it builds trust in a way that's hard to buy. A brand that shows you the per unit maths isn't hiding behind pack sizes, which is exactly what a customer suspects when they see three prices and no arithmetic.
On Shopify this is usually a variant metafield and one line in the theme, not a rebuild.
It applies to anything sold in quantity. Refills, capsules, servings, sheets, wipes, tins.
Supermarkets have shown unit pricing for decades, because it was made a legal requirement after enough people were misled.
Most Ecommerce brands still don't.
06 / PARTNER WITH US
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