Question of the Week: Which of these menu pages would generate more orders? Experiment Nation

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On March 25th, 2021, we asked our LinkedIn community:

Which of these menu pages would generate more orders? (All things being equal.)

See the original post here.

The results

Here are some of the best responses:

“A: it asks for and takes more engagement. It answers possible questions in mind too.” – Masood Akbarzai

“A – It has an obvious Call To Action (CTA)” – Deborah O’Malley

“B – The more products you can see, the more likely you’ll buy on impulse” – Laura Fox

“The UI is unclear in the right version that you have to tap those selections.

I’ll 100% defer to A being a more clear UI. A better experience? Hmmm…. I’d still probably go A” – Shiva Manjunath

“The UI for Version B is really, really unclear. I feel like I can’t see everything, and I’m not sure where to tap or what to do next.

But that microcopy on Version A has me ticked off. “10 Items Still Required”?

I’m guessing they mean to qualify for free delivery, but it reads so, so so very wrong. Would love to see a variation with a banner or bar saying “Free delivery above $XX” or whatever their qualification is (people will still do the mental math to get to that magic number if they get something free at the end)” – Eden Bidani

“I’m going to say A from a pure keep it simple principle B feels like what a designer would come up with, clean and stylish but not overly user friendly.” – Amrdeep Athwal (L.I.O.N)

“For me, neither. Too much effort either way. ” – Jonathan Hoppe

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“A.” – Muaz Mahmood

“A definitely has a clearer journey, but certainly can be improved. Will it generate more orders? Perhaps, as the user will be inclined to click and add from each drop down option. B doesn’t have as clear defined section for each, merges into each other.” – Vandhana D.

“Difficult to say without understanding the journey, but two hypotheses
Design A because it’s cleaner and visually more intuitive, it might even result in more add ons….
Design B because it presents the user with one single question to get them going (what bread do you want?). This could encourage more users to start and become invested in completing the order…many opportunities for experiments here” – Michael Quek

“First reaction: where do I tap on Var B? 🤔

From my experience, testing mobile product pages on Shopify Plus, the bottom sticky CTA is an OG winner, tested for add-to-cart ratio and ARPU 💰💸

Another thought from Variant B’s UI is the page length. If I understood correctly that accordions are all “expanded” the experience gets lengthy and boring very fast 🙅🏽‍♂️” – John Ostrowski

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Rommil Santiago

Rommil is the Founder of Experiment Nation and a Product Lead of Growth Product at Loblaw Digital, overseeing Experimentation, Personalization, Analytics Platform, and SEO.

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