Talk to a humanCollection pages got filters for style, colorway, text layout and city, instead of relying on fixed collections. See the trade-off it revealed.
Attribute Filters on Collection Pages Show Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
+10.1% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we let shoppers filter products by relevant customization attributes, then conversion rate will increase because they will find the exact configuration they want faster.
What We Changed
- Added a filter panel on the left on desktop and a collapsible drawer at the top on mobile.
- Let shoppers filter by style, colorway, text layout, text arch and city.
- Allowed several values per filter and hid incompatible combinations.
- Showed a fallback message when no products matched.
- Kept filter choices when shoppers went back or returned from product pages.
The Results
How the new version compared with the original, across all devices.
+10.1%
Conversion rate
+12.8%
Add-to-cart rate
+6.0%
Orders
Key Learnings
- Conversion rate rose 10.1% while revenue per visitor fell 10.3%, so the net effect on sales is unclear.
- On conversion rate, the variant had an 84.6% probability of beating the original, short of significance.
- Average order value fell 16.1%, and 38.2% on desktop's 1,234 visitors, so smaller orders offset the extra buyers.
- Add-to-cart rate rose 12.8% and bounce rate fell 11.5%, so shoppers engaged more with filtered pages.
Detailed results breakdown
Conversion rate
+10.1%
Add-to-cart rate
+12.8%
Orders
+6.0%
Average order value
-16.1%
Revenue per visitor
-10.3%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
Collection Page (PLP)
Inconclusive
Breadcrumbs on Collection Pages Make No Clear Difference to Conversion Rate
Collection pages got clickable breadcrumbs showing shoppers where they are in the store. See how this small navigation change performed over 45 days.
+1.8% Conversion rate
Product Page (PDP)
Loss Prevented
A Search Bar Above Product Images Cuts Conversion Rate 4.2%
Product pages got a search bar directly above the product images, so shoppers could look for other items without leaving. The change cost orders, and testing showed it.
-4.2% Conversion rate
Product Page (PDP)
Inconclusive
Sticky Bottom Add to Cart Bar
The mobile version of the website was adjusted to reduce the bounce rate. Learn how these changes impacted user engagement and conversion metrics.
+7.6% Add-to-Cart Rate