Walmart A/B Tested This Winning Homepage

The top navigation gained some additional descriptive copy. This is visible in the search bar that further explains which items will be searched (in stores and online). Also extra copy was added to some sections with additional labels such as "reorder" and "sign in", etc. "Departments" was also called out as a clickable section.

The variation has shifted more in the direction of triggering people with actual products and categories instead of showing tertiary offers such as credit cards or memberships. Perhaps such offers are better suited later in the purchase funnel?

Top selling product selections have been raised higher (in the variation) while competing for the same space with the more general product categories (in the control). Many ecommerce sites actually display a mix of both specific products and product categories and I think this particular change could be interesting to retest as a follow up experiment.

The variation also has more visible shortcut buttons that fast track customers into the shopping cart process, as well as the button styles move away from ghost buttons.

Interestingly, there has been some stylistic adjustments to the general product categories in order to differentiation them from specific products. In the control version both of these look similar as both use realistic product photography. In the variation however, the product categories rely more on abstract illustrations and therefore stand out more.

Further on the homepage we see more sets of products being displayed - in line with our own findings in favor of showing more results.

Last but not least, we can see more collection pages (categories) being surfaced with new styling. I would say this might be another example of triggering searches in diverse ways - inline with what we typically see in similar a/b tests.