Introducing a dynamic filter system improved user experience by allowing customers to refine product searches efficiently. Discover how these changes impacted key conversion metrics.
Dynamic filtering system
Goal
Conversion rate
Result
+10.1% Conversion rate
Category
Collection Page (PLP)
Outcome
Winner
Before
After
IF we allow users to filter products by relevant customization attributes, THEN the conversion rate will increase, BECAUSE users will find the exact hat configuration they want faster, without navigating through rigid, siloed collections.
What We Changed
We replaced the rigid, siloed collection structure with a dynamic filtering system. On desktop, a filtering panel sits on the left side of the page. On mobile, filters live in a collapsible top drawer. Users can select multiple values per filter to narrow results, and incompatible combinations are hidden or disabled to reduce dead ends. A fallback message appears when no products match the selected filters.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+12.8%
Add-to-cart rate change
+11.8%
Add-to-cart rate change
+10.1%
Lift in conversion rate
Key Learnings
Giving users control over how they browse products had a clear positive effect on conversions. The +10.1% lift in conversion rate and +12.8% increase in add-to-cart rate suggest that shoppers were finding relevant products faster. Bounce rate dropped by 11.5%, confirming that fewer users left the page out of frustration. The filter system worked especially well for a product line with many customizable attributes, where the old rigid collection structure forced unnecessary clicks.
Detailed results breakdown
Add-to-cart rate change
+12.8%
Average order value
-16.1%
Click-through rate change
+2.6%
Lift in conversion rate
+10.1%
Change in revenue per visitor
-10.3%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
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+0.6% Revenue per visitor (RPV)
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Displaying FAQs at the bottom of collection pages increased conversion rates and reduced bounce rates. Read the full writeup.
+8.4% Conversion rate
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+0.0% Conversion rate