Talk to a humanCollection pages got a reworked filtering system with more ways to narrow down products. See how it played out on desktop and mobile.
New Collection Page Filters Make No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
-1.0% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we redesign the collection page filters to be more usable and offer more options, then conversion rate will increase because shoppers find relevant products faster and with less friction.
What We Changed
- Reworked the filtering system on collection pages to be more usable and responsive.
- Added more filter options, with price range, customer ratings, product category and availability among those proposed.
The Results
How the new version compared with the original, across all devices.
-1.0%
Conversion rate
+8.9%
Revenue per visitor
+9.9%
Average order value
Key Learnings
- Conversion rate, the main metric, moved just 1.0% across 64,314 visitors, within normal variation.
- The variant had a 42.1% probability of beating the original, so the filters gave no clear reason to roll out.
- Devices split: on desktop conversion rate rose 9.7%, while on mobile it fell 5.1%.
- Revenue per visitor rose 8.9% on higher order value, but that wasn't the metric the test was judged on.
Detailed results breakdown
Conversion rate
-1.0%
Revenue per visitor
+8.9%
Average order value
+9.9%
Orders
-2.0%
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