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

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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


Connect with members of the Experiment Nation Directory
PhotoNameLocationShort Bio / SpecialitiesLinkedIn URL
Leonard Castro São Paulo CRO Specialist, Ecommerce Growth and CRM strategist
Simon Clark Newcastle upon Tyne, UK I began my career in Web & Graphic Design over 13 years ago, have worked as a Senior Web Developer at another regional agency, before moving to specialise further in Conversion Rate Optimisation at a global digital group working on some of the largest household names I have worked across a variety of sectors and on some of the UK’s largest homebuilders, insurance companies, Universities, and Automotive brands I oversee the CRO department at Evolved Search which encompasses Strategy, UX Research, Technical aspects such as A/B testing, User Research, Site Speed and Data Analysis
Andrea Corvi London • CRO enthusiast that masters all aspects of the process equally well • Proven track record of optimising digital experiences via A/B and Multivariate testing • Used to working in fast-paced, agile and cross-functional teams • Highly analytical, results-driven and passionate about UI/UX and advanced statistical analysis
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“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

Connect with Experimenters from around the world

We’ll highlight our latest members throughout our site, shout them out on LinkedIn, and for those who are interested, include them in an upcoming profile feature on our site.

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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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