Removing visual collection filters: -10.5% revenue
Commentary byLiftArchiveOur analysis, not theirsRemoving new visual filters from Greyson Clothiers' collection pages cut page engagement by 5.3% and revenue by 10.5%.
Greyson's own CRO team ran the test, and it was published as a VWO case study.
The removal lost, which supports keeping the visual filters.
- Page engagement: -5.3% without the visual filters. Shoppers interacted less with the page.
- Revenue: -10.5% without the visual filters. This is the variant losing.
- Read the other way, the visual filters were worth keeping, since taking them away hurt both metrics.
The change
Variant removed the visual filters that highlighted the most-clicked options
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages showed newly added, visually prominent filters that highlighted the options shoppers clicked most.
Variant
The same collection pages with the visual filters taken away.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- Heatmaps had shown heavy filter use, so shoppers already depended on filtering to narrow choices.
- Highlighting the most-clicked options gives shoppers a fast route to what most people want.
- Without them, shoppers had to scroll or dig through menus, and some likely gave up.
Caveats: No sample size, test length or significance was given. The result is vendor-published.
Who ran it
Greyson Clothiers ran this test for Greyson Clothiers and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Greyson Clothiers →
How to run this test on your store
- Hypothesis
- If we show visual, one-tap filters for the most-clicked options at the top of collection pages, then more shoppers will find what they want and buy, because narrowing the range becomes effortless.
- Primary metric
- Revenue per collection page visitor
- Guardrails
- Collection page engagement
- Click-through to product pages
- Conversion rate
- Who should test it
- Apparel and other stores with large collections where heatmaps show heavy filter use. Small catalogs with only a few products per collection probably won't gain much.
Questions
Do visual filters on collection pages help sales?
In this test, yes. Taking them away cut revenue by 10.5%, which suggests they helped shoppers find products.
Why test removing a feature you just added?
A removal test checks whether the feature earns its place.
If metrics fall without it, you have evidence to keep it.
Which filters should be shown visually?
Start with the options your heatmaps or analytics show get clicked most, such as category, color or fit.
Similar tests
@oliverkenyon@oliverkenyon
ConvertiblesConvertiblesConvertiblesConvertibles