Category page redesign with filters: +38.6% orders
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsA redesigned category page lifted orders by 38.6% and revenue per visitor by 64.1%.
Conversion Fanatics ran this test for an online store selling phone charging accessories.
Many changes shipped together, including filters, a new grid, shipping callouts and clearer prices, so the result belongs to the whole redesign.
- Orders: up 38.6%.
- Revenue per visitor: up 64.1%, a bigger gain than orders, so order value likely rose too.
- Cart visits: up 24.8%.
- Checkout page visits: up 18.7%.
The change
The variant adds filters, a three-column grid, shipping callouts and visible prices.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A simple category grid of popular products and new arrivals, with no filters.
Variant
A left filter menu and a three-column grid with outlined product cards. Free shipping and returns were called out, and reviews, prices and discounts were easier to see.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Filters may have helped shoppers find a charger for their exact phone faster.
- Showing prices, discounts and reviews on each card let shoppers compare without opening every product.
- Free shipping and returns callouts likely eased worries about cost and fit before the cart.
- Fewer columns and outlined cards may have made the grid easier to scan.
Caveats: This was a bundled redesign, so no single change can take the credit. No sample size, duration or confidence level was shared.
Who ran it
Conversion Fanatics ran this test for an online store selling phone charging accessories and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we add filters, show prices, discounts and reviews on product cards, and call out free shipping and returns on category pages, then more visitors will order because they can find and compare products faster.
- Primary metric
- Orders per visitor
- Guardrails
- Revenue per visitor
- Product page click-through
- Filter usage
- Who should test it
- Stores with many similar products where shoppers need to narrow by model or type, like phone accessories. A store with a handful of products may not need filters at all.
Questions
Do category page filters increase sales?
They often help when shoppers need to narrow a big range.
In this test filters were one of several changes, so their own effect is unknown.
Should product cards show prices and reviews?
Showing them lets shoppers compare right on the category page.
This redesign made both more visible and orders rose, though alongside other changes.
How many columns should a category grid have?
There is no fixed rule. This store moved to three columns with outlined cards, which may have made products easier to scan.
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