# More collection page filters: -1.0% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/new-filters-added-to-collection-pages/
- Page: https://liftarchive.com/test/cleancommit-new-filters-added-to-collection-pages/

Reworking the collection page filters and adding more filter options changed conversion rate by -1.0%, which is within normal variation. Clean Commit ran this test for an anonymized Shopify store and rated it inconclusive. Revenue per visitor rose 8.9%, but that was not the metric the test was judged on.

## Result

**-1.0% conversion, inconclusive**

- Conversion rate: -1.0% (primary metric). Inconclusive, with a 42.1% probability that the variant beats the original.
- Revenue per visitor: +8.9%, driven by higher order value. A secondary metric, so treat it as a lead, not a result.
- Average order value: +9.9%, while orders fell 2.0%.
- Devices split: desktop conversion rate rose 9.7% and mobile fell 5.1%. Neither segment is a proven result.

## Control

The collection page used the store's original filters.

## Variant

The filters were rebuilt to be more usable and responsive, with more options. Price range, customer rating, product category and availability were among the filters proposed.

## Why it likely came out this way (our reading)

- Many shoppers on a collection page browse by scrolling, so better filters may only matter to a minority who use them.
- Extra filter options can add clutter on a small screen, which may explain the weaker mobile numbers.
- Shoppers who did filter may have narrowed in on pricier items, which would fit the higher order value without more orders.

## Caveats

Based on 64,314 visitors with a 42.1% probability to beat the original, so the overall result is a coin flip. Test duration was not shared, and the device split is a sub-segment that needs its own test to confirm.

## How to run this test

- Hypothesis: If we make collection filters easier to use and add filters for price, rating and availability, then conversion rate will rise because shoppers find a suitable product faster.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Mobile conversion rate
- Guardrail: Filter usage rate
- Who should test it: Stores with large catalogs where shoppers need to narrow down many products. It probably won't matter for stores with small collections that fit on one or two screens.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-new-filters-added-to-collection-pages/).
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.