Talk to a humanCollection pages got a filter panel so shoppers could narrow products by style, color, text layout and more. See how it changed orders and revenue.
Attribute Filters on Collection Pages Cut Conversion Rate 6.4%
Goal
Conversion rate
Result
-6.4% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we let shoppers filter products by the attributes they care about, then conversion rate will increase because they find the exact product they want faster, without browsing rigid collections.
What We Changed
- Added a filter panel to collection pages: on the left on desktop, in a collapsible top drawer on mobile.
- Let shoppers filter by style, color style, text layout, text arch and city.
- Allowed several values per filter and hid combinations that don't exist.
- Showed a fallback message when no products matched.
- Kept filter choices when shoppers returned from a product page.
The Results
How the new version compared with the original, across all devices.
-6.4%
Conversion rate
-33.2%
Revenue per visitor
-29.2%
Average order value
Key Learnings
- Conversion rate fell 6.4% and revenue per visitor 33.2%, so the filters lowered sales in this test.
- Most of the revenue drop came from mobile, where average order value fell 40.4%. On 5,196 visitors, a few large orders can swing that.
- On conversion rate, the variant still had a 52.4% probability of beating the original. That drop is close to a coin flip.
- Add-to-cart rate rose 4.8% and bounce rate fell 40.5%, so the filters kept people browsing without lifting orders.
Detailed results breakdown
Conversion rate
-6.4%
Revenue per visitor
-33.2%
Average order value
-29.2%
Orders
-5.3%
Add-to-cart rate
+4.8%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
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Optimizing the mobile checkout flow drove a dramatic increase in conversion rate and doubled orders despite a visitor decline.
+100% Orders
Collection Page (PLP)
Inconclusive
Desktop Collection Hover Sizing Buttons
Adding clickable size buttons on desktop product cards enabled direct add-to-cart actions, streamlining the shopping experience.
+17.3% Add-to-Cart Rate
Product Page (PDP)
Loss Prevented
Redesigned Product Pages With New Copy Cut Conversion Rate 20.7%
Four product pages got a refined layout, stronger trust signals and rewritten copy. Conversion rate fell, and testing showed the cost.
-20.7% Conversion rate