# Filter menu removed from a small category page: +27% engagement

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search
- Test run by: [UK Tool Centre](https://liftarchive.com/practitioners/uk-tool-centre/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/uktoolcentre/
- Page: https://liftarchive.com/test/uk-tool-centre-remove-filter-menu-category/

Removing the filter menu from one small category page raised engagement by 27%. UK Tool Centre ran this test on its Cuprinol woodcare category, and it was published as a VWO case study. Only engagement was reported, not sales.

## Result

**+27% engagement**

- Engagement: +27%. The source says visitors clicked around more and looked at more products, which is browsing, not buying.
- No sales, revenue or conversion figures were shared.
- No sample size, test length or significance level was given.

## Control

The Cuprinol woodcare category page showed a filter menu alongside the product listing.

## Variant

The same category page with the filter menu taken out, so shoppers saw only the products.

## Why it likely won (our reading)

- The category held only one brand's products, so filters added choices that shoppers didn't need.
- Without the menu there were fewer ways to leave the page, so shoppers looked at more of the products.
- On a short list, scanning the products is faster than narrowing them with filters.

## Caveats

This was one small category, and the only metric was engagement, with no sales data, sample size or significance shared. Treat it as a hint for small categories, not a rule for removing filters.

## How to run this test

- Hypothesis: If we remove the filter menu from small, single-brand category pages, then more shoppers will click into products because there are fewer distractions and exits.
- Primary metric: Click-through rate from category page to product pages
- Guardrail: Conversion rate
- Guardrail: Category page exit rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with small, narrow categories where filters have few useful options. Don't expect it to work on large categories, where shoppers rely on filters to find the right item.

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Credit: UK Tool Centre ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/uk-tool-centre-remove-filter-menu-category/).
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.