Homepage category filter, no text above: +8.08% revenue/visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a category filter section to the homepage, with no heading text above it, lifted revenue per visitor by 8.08%. Dave Diederen ran this three-way test, where the winner also raised conversion by 6.37%. A version with the filter plus text above it also beat control, but by less.
- +8.08% revenue per visitor (A$6.62 to A$7.16), estimated at +A$165,018 a month.
- +6.37% conversion rate (6.35% to 6.75%), estimated at +1,246 orders a month.
- +1.62% average order value (A$104.32 to A$106.01), a small change with a wide range.
- The filter-with-text version also improved on control (6.59% conversion, A$6.98 revenue per visitor) but trailed the no-text version.
- Profit per visitor was not available because cost data was not entered.
The change
A category filter section is added to the homepage with no heading above it; exact position not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had no category filter section.
Variant
A category filter section was added to the homepage with no text above it. A third group got the filter with heading text above it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- letting shoppers jump straight to a category from the homepage cuts a step from their path.
- dropping the heading pulls the filter higher on the screen, so more people see and use it.
- on a store with many products, choosing a category early helps people find something relevant faster.
Caveats: The test ran for 9 days (23 Nov to 1 Dec 2025), a short window that included a major sales weekend. Conversion's range ran from 0% to +13% and revenue per visitor's from -1% to +18%, so the lift is likely but not certain.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a category filter section high on the homepage with no heading above it, then revenue per visitor will rise because shoppers reach relevant products in fewer steps.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Homepage bounce rate
- Profit per visitor
- Who should test it
- Stores with several clear product categories and lots of homepage traffic. It is less useful for single-product or very small catalogues where there is little to filter.
Questions
Should I add category filters to my homepage?
On this store, a homepage category filter lifted revenue per visitor by 8.08% and conversion by 6.37% over 81,420 visitors.
Should a homepage filter section have a heading?
Here the version without heading text beat the version with it, on both conversion and revenue per visitor.
How long should a homepage test run?
This one ran 9 days. That is short, so it is safer to run at least two full weeks and avoid ending during a big sale.
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@oliverkenyon@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen