Quick filters on mobile collection pages: +5.5% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding quick filters to mobile collection pages lifted conversion rate by 5.5% for Odd Muse, a London womenswear brand.
Visually ran this test with Odd Muse on its testing platform and published it as a Visually case study.
The aim was to help mobile shoppers find the right piece in a large catalog faster.
- Conversion rate: +5.5% versus the page without quick filters.
- The test ran on mobile only, so the effect on desktop is unknown.
- Sample size, duration and confidence level were not shared.
The change
Quick filters added above the mobile product grid
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mobile collection pages showed the product grid without quick filters. Shoppers had to scroll or use the standard navigation to narrow the range.
Variant
Quick filters were added to mobile collection pages so shoppers could narrow the range in a tap or two.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A large catalog is slow to browse on a small screen. Filters cut the scrolling needed to find a match.
- Shoppers who reach a relevant product faster have fewer chances to give up and leave.
- Visible filters near the top of the grid are easier to use than filters hidden behind a menu.
Caveats: Visually reported the result in its own marketing case study. Sample size, test length and statistical confidence were not shared.
Who ran it
Visually ran this test for Odd Muse and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add quick filters to mobile collection pages, then more visitors will buy because they can find a relevant product with less scrolling.
- Primary metric
- Conversion rate (mobile sessions)
- Guardrails
- Product page views per session
- Average order value
- Filter use rate
- Who should test it
- Stores with large catalogs and mostly mobile traffic. It will probably matter less if each collection holds only a handful of products.
Questions
Do quick filters increase conversion on mobile?
They did for Odd Muse, with a 5.5% lift in conversion rate.
Results depend on catalog size and how shoppers browse, so test it on your own store.
Where should quick filters go on a mobile collection page?
Usually just above the product grid, where they are visible without opening a menu.
Common options are size, category, color and price.
What should I watch besides conversion rate?
Track how many visitors use the filters and whether product page views go up.
If filter use is low, the options may not match how shoppers think about the range.
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