The original hamburger menu items appeared as links with no further breakdown of options and users were finding it difficult to find the products they wanted. Sub-categories were only available on the listings page. Users had to use listing page filters for every specific request, increasing the time taken as well as the cognitive load on the users.
11.58% increase in CR
The test ran for 14 days on all the pages of the mobile website and registered staggering uplift. Heatmap analysis post-test showed that usage of the hamburger menu had drastically improved with the new UI.
12.22% increase in revenue
Utsav Fashion was able to not only increase transactions but also as an effect, significantly increase its revenue by a great margin.