# Clearer desktop category filters: +7% product page add-to-cart

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search
- Test run by: [CXperts](https://liftarchive.com/practitioners/cxperts/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/yankee-candle-leverages-user-research-to-realize-a-b-testing-wins/
- Page: https://liftarchive.com/test/yankee-candle-desktop-category-filters-streamlined/

Separating main filters from quick filters and showing applied filters more clearly on desktop category pages lifted product page add-to-cart by 7% for Yankee Candle. CXperts ran the test with Yankee Candle, and it was published as a VWO case study. The idea came from a user study showing that shoppers relied on category filters.

## Result

**+7% product page add-to-cart**

- Product page add-to-cart: +7%, reported at 100% significance.
- Category page add-to-cart: +3%, reported at 100% significance.
- Conversion rate: +3% at 90% significance. That is weaker evidence than the add-to-cart lifts.
- Results for the other two variants were not shared.

## Control

Desktop category pages used the original filter layout, with main and quick filters together and applied filters hard to spot.

## Variant

The winning variant, one of three, split the main filters from the quick filters. It also made the filters a shopper had applied easier to see.

## Why it likely won (our reading)

- Separating quick filters from the full set makes the common choices easier to find and use.
- Seeing which filters are on helps shoppers trust that the results match what they want.
- More relevant product lists likely meant shoppers reached products they were ready to add to the cart.

## Caveats

This was a four-way test, and only the winner's results were shared. The conversion lift was reported at 90% significance, so it is less certain than the add-to-cart gains; no sample size or duration was shared.

## How to run this test

- Hypothesis: If we separate quick filters from the main filters and show applied filters clearly on category pages, then add-to-cart will rise, because shoppers narrow the range faster and trust the results.
- Primary metric: Add-to-cart rate
- Guardrail: Conversion rate
- Guardrail: Filter usage
- Guardrail: Product page views per session
- Who should test it: Stores with large category pages where shoppers use filters, such as scents, sizes or colors. Stores with small categories that fit on one screen will see little from this.

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Credit: CXperts ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/yankee-candle-desktop-category-filters-streamlined/).
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.