A/B Test

What the Data Told Us

When looking through the client’s site to determine any elements which might cause friction, we analysed the filters on collection pages. Due to the industry, the filters are extensive and necessary, but they took up mental focus when trying to determine which products the user needs.

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Hypothesis

How the Test was Set Up

We hypothesised that by closing the filters by default, the user could edit only the filters they were looking for at a glance. We created a variant where all the filters were closed by default, except the first one, while the original (control) presented all filters open, requiring users to scroll to see all available filters.

The Results

After two weeks, we analysed the data which was interesting. Collapsing the filters by default appeared to have create a less overwhelming, more streamlined first impression, which lead to a healthy 6.06% increase in Conversion Rate. We also noted a 235% increase in filter clicks, indicating that users still found and interacted with the filters, and likely more intentionally. The change didn’t reduce usability but rather improved perceived control.

We implemented Variant 1 permanently.

  • 6.06%

    Increase in Conversion Rate

  • 235%

    Increase in Clicks on Filters

  • 45.89%

    Increase in Clicks on Cart
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