Collapsed filters on collection pages: +6.06% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsCollapsing every filter group except the first on collection pages raised conversion rate by 6.06% for PerTronix, an automotive parts store.
Blend Commerce ran the test over two weeks.
Filter clicks rose 235%, so shoppers still found and used the filters.
- Conversion rate: +6.06%. This was the primary metric.
- Filter clicks: +235%. Collapsing the filters did not hide them; people used them more.
- Cart clicks: +45.89%, which points the same way as the conversion gain.
The change
Filter groups closed by default, with only the first one left open
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages showed every filter group expanded. Because the catalogue needs many filters, shoppers had to scroll past a long list to see them all.
Variant
All filter groups were closed by default except the first one. Shoppers opened only the groups they needed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A wall of open filters is a lot to take in. A short list of headings is quicker to scan.
- Shoppers looking for car parts usually know which attribute matters, so they can open just that group.
- Opening a group is a deliberate action, which may explain the jump in filter clicks.
Caveats: The test ran for two weeks. Sample size and statistical confidence were not shared.
Who ran it
Blend Commerce ran this test for PerTronix and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we collapse all filter groups except the first on collection pages, then more shoppers will convert because the page feels less cluttered and they can open only the filters they need.
- Primary metric
- Conversion rate from collection-page sessions
- Guardrails
- Filter usage rate
- Product-page views per session
- Exit rate on collection pages
- Who should test it
- Stores with large catalogues and many filter groups, such as parts, hardware or apparel. If you only have two or three filters, collapsing them probably will not matter.
Questions
Should collection filters be open or closed by default?
For PerTronix, closing all but the first group raised conversion rate 6.06%.
Large catalogues with many filters are most likely to benefit.
Will shoppers miss filters if they are collapsed?
Not in this test. Filter clicks went up 235%, so people still found them.
Which filter should stay open?
The source kept the first group open. Pick the filter your shoppers use most, which your analytics can show.
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