Talk to a humanOn mobile collection pages, the filter button stayed fixed at the bottom of the screen while shoppers scrolled. The change hurt sales, and testing showed the cost.
A Sticky Mobile Filter Button on Collection Pages Cuts Conversion Rate 16.0%
Goal
Conversion rate
Result
-16.0% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we make the mobile filter button sticky, then more shoppers will use filters and find relevant products because the button stays within reach as they scroll.
What We Changed
- Fixed the filter button to the bottom of the screen on mobile collection pages.
- Kept the button visible as shoppers scrolled through products.
- Opened the existing mobile filter panel when the button was tapped.
The Results
How the new version compared with the original, across all devices.
-16.0%
Conversion rate
-16.4%
Orders
-5.0%
Revenue per visitor
Key Learnings
- A filter button that never left the screen didn't help: conversion rate fell 16.0% and orders 16.4%.
- The original had a 95.7% probability of performing better after 5 days on 14,858 mobile visitors.
- Average order value rose 11.6%, which softened the revenue per visitor drop to 5.0%.
- Testing showed the cost of a change that looked like a usability fix.
Detailed results breakdown
Conversion rate
-16.0%
Orders
-16.4%
Revenue per visitor
-5.0%
Average order value
+11.6%
Add-to-cart rate
-4.2%
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