# Removing visual collection filters: -10.5% revenue

- Outcome: Lost
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search
- Test run by: [Greyson Clothiers](https://liftarchive.com/practitioners/greyson-clothiers/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/greyson-clothiers/
- Page: https://liftarchive.com/test/greyson-remove-visual-collection-filters/

Removing 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.

## Result

**-10.5% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Collection page engagement
- Guardrail: Click-through to product pages
- Guardrail: 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.

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Credit: Greyson Clothiers ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/greyson-remove-visual-collection-filters/).
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.