Category filter section on the homepage: +7.09% revenue/visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a category filter section to the homepage lifted revenue per visitor by 7.09% and conversion by 5.33%. Dave Diederen ran this test and estimated about 1,017 extra orders a month. Projected yearly revenue gain was about $1.7M.
- +5.33% conversion rate, estimated at +1,017 orders a month.
- +7.09% revenue per visitor, estimated at +$141,401 a month.
- +1.68% average order value, a small lift on top of more orders.
- Projected yearly impact of about +$1,696,812 in revenue. This is a projection, not a measured total.
The change
A category filter section is added to the homepage; 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. The winning group was labelled Group C, with the rest of its name hidden in the screenshot.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a filter on the homepage lets shoppers pick a category straight away, cutting a step from their path.
- stores with broad catalogues lose people who can't find their category fast, and a filter helps them.
- Dave Diederen chose this test from where their customers dropped off, which tends to produce bigger wins than copying other stores.
Caveats: Sample size and test length were not shared, and the post mentions pounds while the screenshot shows dollars. The Group C label suggests at least two variants, and this may be an earlier or later readout of their homepage filter test with no text above the filter.
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 to the homepage, then conversion rate will rise because shoppers can reach the right products in fewer clicks.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Homepage bounce rate
- Profit per visitor
- Who should test it
- Stores with several distinct categories where many visitors land on the homepage. It is unlikely to help single-product stores or sites where most traffic lands straight on product pages.
Questions
Do homepage category filters increase sales?
On this store they did: revenue per visitor rose 7.09% and conversion 5.33% after a category filter section was added.
Does a homepage filter change average order value?
Only a little. Average order value rose 1.68%, so most of the gain came from more orders.
How do I decide what to test on my homepage?
Dave Diederen's advice is to look at where your own customers drop off and test there, rather than copying other stores.
Similar tests
@oliverkenyon@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen