Product filter on category pages: +76.1% revenue for Buyakilt.com
Commentary byLiftArchiveOur analysis, not theirsAdding a product filter to category pages lifted revenue by 76.1% and conversions by 26% for Buyakilt.com.
The kilt retailer ran the test itself, and it was published as a VWO case study. Shopping cart visits also rose by 19.76%.
- Revenue: +76.1%.
- Conversions: +26%.
- Shopping cart visits: +19.76%, so more visitors found something worth adding.
- No sample size, duration or confidence level was shared, so the true size of the lift is uncertain.
The change
The variant adds product filters in the sidebar and mid-page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Category pages, each with around four subcategories, listed products with no way to filter them.
Variant
A product filter let visitors shop by kilt type, kilt pattern and similar options. It appeared in the left sidebar and in the middle of the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Kilt shoppers often know the type or tartan they want. A filter gets them to it without scrolling through every product.
- Deep category trees with several subcategories are hard to browse. Filters flatten that structure.
- Placing the filter in two spots made it hard to miss.
- Revenue rose faster than conversions, which may mean filtered shoppers bought more per order. The source does not say why.
Caveats: No sample size, test duration or significance level was given. Results are as reported in the case study.
Who ran it
Buyakilt.com ran this test for Buyakilt.com 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 Buyakilt.com →
How to run this test on your store
- Hypothesis
- If we add filters for the attributes shoppers care about most on category pages, then more visitors will find a product and buy because they reach relevant items faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Filter usage rate
- Category page exit rate
- Who should test it
- Stores with large categories where products differ on clear attributes like type, pattern, size or color. Stores with small catalogs probably won't see much.
Questions
Do product filters increase ecommerce sales?
They can when categories are large. Buyakilt.com saw revenue rise 76.1% after adding filters, though no sample size was shared.
Which filters should a category page have?
Start with the attributes shoppers use to choose, such as type, pattern, size or color.
Check site search terms to see what people look for.
Is it worth testing something as standard as filters?
Yes. Testing tells you how much a change is worth and catches cases where a poor filter design hurts sales.
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