Here's how we increased conversion rate by 28% and revenue per session (RPS) by 24% on tablets.

New A/B test win: We increased our CR by 28% and RPS by 24% 🏆🥇

I recently noticed that our site was set up to show a hamburger menu on most tablet resolutions— like on mobile devices. Giant bummer! 🤦‍♂️

You should always keep menu items visible directly in the header when there's enough space to show them in 1-2 lines.

Showing menu items directly in the header decreases friction:

1. It gives visitors an instant overview of what categories you have, and

2. it decreases the number of clicks needed to find your products.

At least in theory. So I A/B tested it to be sure. Here are the results:

• Hamburger menu: 1.65% conversion rate and $1.82 in revenue per session.

• Desktop-like menu (image at the top): 2.12% conversion rate and $2.25 in revenue per session.

That's a 28% increase in CR and a 24% increase in RPS on tablets 🤯

Here's how to check if you can improve your tablet menu on your site:

Open your Google Analytics. Go to Audience -> Technology -> Screen Resolution.

This is a list of the resolutions your site visitors use the most. Notice: These are device resolutions, not window resolutions.

Add a secondary dimension with the device category to see which are from tablets. It should end up looking like this:

Then open your site in those resolutions, e.g., with the Chrome developer tool, and check whether your site shows a hamburger or desktop-like menu.

Remember the resolutions on pages two and three.

Do any of those resolutions show a hamburger menu? Then change it to a desktop-like menu. It's 10 minutes of CSS for a developer.

I recommend A/B testing before permanent changes. But this is one of those changes you can implement without testing if you don't know how to 😇

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