Insight

High-Friction Sort and Filter UX

During our CRO audit heatmap data showed us that mobile users browsing collection pages needed to repeatedly access filter and sort controls to refine product listings. This interruption in the browsing flow can introduce friction, particularly for high-consideration purchases where users need to compare specifications, price ranges, and product types. We hypothesised that making the filter and sort controls always visible would allow users to refine product listings more efficiently without breaking their browsing flow. By reducing friction in product discovery, we expected to see improvements in engagement, add to cart behaviour, and overall conversion performance.

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Bbq Land Sticky Filter And Sort On Collection Pages Before
Bbq Land Sticky Filter And Sort On Collection Pages Before

A/B Test

Sticky Filter-and-Sort Bar on Mobile PLPs

We introduced a sticky filter and sort bar on mobile collection pages, ensuring that users could access filtering options any time while browsing. The goal was to streamline product discovery and enable users to quickly surface products that matched their preferences.

Bbq Land Sticky Filter And Sort On Collection Pages After
Bbq Land Sticky Filter And Sort On Collection Pages After

The Results

A big winner. The variant delivered strong performance improvements across all key metrics, with conversion rate increasing by 21.39%, revenue per visitor up by 95.34%, and add to cart rate improving by 34.01%. Average order value also increased by 60.66%, showing that users were not only converting more, but also buying higher-value products.

Engagement metrics further supported this behaviour shift, with clicks on filter and sort increasing by 10.45% and view product page rate rising by 2.02%. These results suggest that users were actively using filtering tools to refine their product selection and discover more relevant options.

For BBQ Land’s high-value product range, improved filtering allowed users to explore more premium or better-suited products instead of settling for the first available option - less likely to result in a purchase. This led to both higher conversion rates and significantly stronger revenue performance.

  • 95.34%

    Increase in revenue per visitor

  • 21.39%

    Increase in conversion rate

  • 60.66%

    Increase in average order value
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