# Category page redesign with filters: +38.6% orders

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search, Product cards & quick add, Shipping & delivery messaging
- Date shared: 2016-03
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/increase-ecommerce-conversions-by-fixing-your-category-pages/
- Page: https://liftarchive.com/test/cf-phone-accessories-category-page-facelift/

A 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.

## Result

**+38.6% orders**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Product page click-through
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-phone-accessories-category-page-facelift/).
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.