'Shop by Price' options on listing pages: +11.09% conversion rate
Commentary byLiftArchiveOur analysis, not theirsAdding clearly labeled "Shop by Price" options to the top of Attrangi's product listing pages lifted conversion rate by 11.09% and revenue by 16.57%.
ConvertPolo ran this test for Attrangi, and it was published as a VWO case study.
The test ran on both desktop and mobile.
- Conversion rate: +11.09%. More listing page visitors went on to buy.
- Revenue: +16.57%. The lift carried through to revenue, so it didn't just shift shoppers to cheaper items at a loss.
The change
Clearly labeled Shop by Price options added at the top of the listing page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Listing pages already had price filters, but they weren't prominent. Budget-minded shoppers had no obvious way to narrow the range by price.
Variant
Clearly labeled "Shop by Price" options were placed at the top of the listing pages, on desktop and mobile.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Price is often the first filter a shopper applies. Putting it up front lets them skip items they won't buy.
- ConvertPolo saw price-sensitive visitors scrolling without direction and leaving. A visible budget shortcut gives them a clear path.
- Shoppers who see items in budget may feel more in control and more likely to buy.
Caveats: Sample size, test length and confidence level were not shared. The result is vendor-published.
Who ran it
ConvertPolo ran this test for Attrangi and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we show clearly labeled price ranges at the top of listing pages, then more visitors will buy, because budget shoppers can find items they can afford straight away.
- Primary metric
- Conversion rate from listing pages
- Guardrails
- Average order value
- Revenue per visitor
- Click-through from listing to product pages
- Who should test it
- Stores with wide price ranges and price-sensitive buyers, like fashion, jewelry and gifts. It may not help stores with a narrow price band or a premium brand where leading with price clashes with positioning.
Questions
Do price filters increase ecommerce conversions?
They can when shoppers shop to a budget.
In this test, making price options prominent lifted conversion by 11.09% and revenue by 16.57%.
What price ranges should I use in a Shop by Price filter?
Base them on your real price spread and best sellers, for example three to five bands. Check which ranges get clicked and adjust.
Will price filters lower my average order value?
They might push some shoppers to cheaper items.
Watch average order value and revenue per visitor, not just conversion rate.
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