Mr. Tuning × OptiPhoenix:A “View All” Hamburger Menu CTA Drove an 11.48% Revenue Uplift

Published: Tue Nov 03 2026/Updated: Tue Nov 03 2026/by: Vrity Singh

The Challenge

Mr. Tuning’s mobile store lets shoppers find products by vehicle make and model through the hamburger menu. On mobile, that menu opened level by level. A shopper could expand a make or a model, but there was no way to go straight to that top-level or mid-level category page from the menu. Every route to a category page meant going back out of the menu first.

OptiPhoenix partnered with Mr. Tuning to test whether a direct link inside the menu would reduce that friction and improve conversion.

Finding the Missing Signal

A navigation menu should shorten the path to products. This one only expanded.

A shopper who picked a make such as Audi, or a model within it, could keep opening sub-levels. But they could not open the page for that make or model itself. So the gap sat between a shopper who knew which vehicle they wanted and a menu that offered no direct exit to that vehicle’s products.

The Hypothesis

OptiPhoenix proposed adding a “View All” CTA to the hamburger menu, so users could go directly to top-level and mid-level category pages. This was expected to simplify product discovery, reduce navigation friction, and lift conversion.

The Experiment

OptiPhoenix ran a controlled A/B test on the Mr. Tuning mobile hamburger menu, with all users in the segment.

Mr. Tuning mobile navigation A/B test comparing original and redesigned menus, featuring improved vehicle model navigation, expandable categories, colour filters, and a simplified menu hierarchy for easier product discovery.

Variant A (Control): The original menu. Makes and models expanded to show sub-levels, with no direct link to their category pages.

Variant B (Test): A “View All” CTA added beside each make and model in the vehicle menu. It took users straight to the matching category page.

Metrics measured: Conversion Rate, orders, Revenue, Average Order Value (AOV), Revenue per Visitor, menu clicks at each level, and interaction with the “View All” CTA.

The Result

Giving shoppers a direct route out of the menu moved more of them to a purchase.

Mr. Tuning A/B test results showing an 8.25% uplift in overall conversion rate and an 11.48% increase in total revenue, with a weekly comparison of control and variation performance.

Conversion Rate rose from 3.88% to 4.20%, an 8.25% increase. Orders rose 7.91%. Revenue rose 11.48%, with AOV up 2.14% and Revenue per Visitor up 11.72%. The variation had a 94.58% probability of being the best-performing version, against 5.42% for the control.

Impact

8.25% increase in Conversion Rate
11.48% increase in Revenue
7.91% increase in Orders
2.14% increase in Average Order Value
11.72% increase in Revenue per Visitor
94.58% probability that the variation outperforms the control

Lessons Learned

Menus should offer a way out, not only a way down. Shoppers who already knew their vehicle could reach its products in one tap. Expanding level after level added steps for them.

Revenue moved with conversion. Orders rose 7.91% and AOV rose 2.14%, so the gain came from more orders and slightly larger ones. Revenue per Visitor rose 11.72%, which shows the lift held across all incoming traffic.

Read the confidence measure with care. This test reports a 94.58% probability that the variation is best, which is a different measure from statistical significance. It is a strong signal, and continued monitoring would confirm the size of the lift.

Partnership Snapshot

What Matters

Mr. Tuning’s mobile shoppers were not short of ways into the catalogue. They were short of a direct way to a vehicle’s product page. By adding a “View All” CTA to the hamburger menu, OptiPhoenix removed that gap. Conversion Rate rose 8.25% and Revenue rose 11.48%.