Introducing a dynamic filter system on collection pages aimed to enhance user experience by enabling easier product discovery. Learn how this change impacted key performance metrics.
Enhanced Collection Filtering by Hat Attributes
Goal
Conversion rate
Result
-6.4% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
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
- Introduced a dynamic filter system on collection pages.
- Added filtering panel on the left for desktop and top drawer for mobile.
- Enabled filters for style, color, and text layout.
- Allowed multiple selections per filter while hiding incompatible options.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+10.0%
Change in amount of clicks
+9.6%
Click-through rate change
+5.1%
Add-to-cart rate change
Key Learnings
- Dynamic filters improved product discoverability, reducing bounce rates.
- Users engaged more with product lists, shown by increased click-through rates.
- Despite improved engagement, conversion rates decreased, suggesting complexity or dissatisfaction with product options.
- Revenue dropped, indicating a potential mismatch between filter expectations and available products.
Detailed results breakdown
Add-to-cart rate change
+4.8%
Average order value
-29.2%
Click-through rate change
+9.6%
Lift in conversion rate
-6.4%
Change in revenue per visitor
-33.2%
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