Redesigned collection filters: +8.7% CR, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsRedesigning the collection page filters lifted conversion rate by 8.7%, but the result was not statistically significant, so we treat it as inconclusive.
Clean Commit ran this test for a Shopify store and published it in its A/B test library, where it was labeled a positive signal.
Over 35,108 visitors and 29 days the variant had an 85.6% chance of beating the original, and revenue per visitor slipped 1.5%.
- Conversion rate: +8.7%, with an 85.6% probability of beating the original. Not significant.
- Orders: +7.7%. Mobile drove the gain, with conversion up 12.4% across 27,453 mobile visitors.
- Average order value: -9.0%. Negative.
- Revenue per visitor: -1.5%, mostly from desktop. Slightly negative, so the extra orders did not add revenue.
The change
Filters regrouped with better controls and an active-filters summary
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages used the store's original filters.
Variant
Filters were regrouped into product type, size, color, in stock, rating and price, ordered by relevance, with multi-select where it fit. Controls became checkboxes, swatches, sliders and chips, with Apply and Clear All buttons and a summary of active filters.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Clearer groups and familiar controls likely made it easier to narrow a long list, especially on mobile.
- An active-filters summary and Clear All reduce the hassle of undoing choices, which can keep shoppers browsing.
- Narrower results may have led shoppers to buy fewer or cheaper items, which would explain the lower order value.
Caveats: The test ran 29 days on 35,108 visitors without reaching significance. Several filter changes were tested together, so the result can't be credited to one of them.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we regroup filters into clear categories with better controls and an active-filters summary, then conversion rate will rise because shoppers reach relevant products with less effort.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Filter usage rate
- Who should test it
- Stores with large, varied catalogs and mostly mobile traffic, where filters are hard to use today. It probably won't matter much if most shoppers never touch the filters.
Questions
What makes collection filters easier to use?
This redesign used clear groups, relevance ordering, multi-select, visual controls like swatches and sliders, and an active-filters summary.
Together they lifted conversion 8.7%, though not significantly.
Is a non-significant result worth shipping?
It can be, if the change is low-risk and the direction is consistent.
Here, revenue per visitor slipped 1.5%, so it is worth checking order value before rolling out.
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