# Product filter on category pages: +76.1% revenue for Buyakilt.com

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search
- Test run by: [Buyakilt.com](https://liftarchive.com/practitioners/buyakilt-com/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/buyakilt/
- Page: https://liftarchive.com/test/buyakilt-category-product-filter/

Adding 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%.

## Result

**+76.1% revenue for Buyakilt.com**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Filter usage rate
- Guardrail: 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.

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Credit: Buyakilt.com ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/buyakilt-category-product-filter/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.