A/B test: Collection filter dropdowns

Changing our collection filters increased revenue by 37%. That's $48.542 per year for this store, and I think I can increase it even more!

It sounds crazy. But we increased our revenue/session by 37% by changing our collection filter UI. Granted, the old UI was horrible - at least in hindsight. But I would lie if I said I expected a 37% lift.

We tested changing the UI from:

to:

The idea was to push products higher up the page and decrease clutter on collections with many filters. But because our audience is older people, I was worried that they couldn't figure out how to use the new UI.

Luckily, they could! Variant B increased revenue per session by 37%. That's $48.542 per year for this store, and I think I can increase it even more!

Interestingly, the change destroyed our numbers on tablets:

But digging into it, I discovered that our site shows the mobile version of the filters to tablet users:

In variant A, the mobile UI is pretty close to the desktop version. But in variant B, it's hidden behind the "Filter" button, even though there's plenty of space to show the filter dropdown. So I think I can also increase revenue on tablets by showing the filters' desktop version. That's my next A/B test!

Do you want to increase your conversion rate too?

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Read more about the ebook and see examples of the 77 principles here.

Godspeed,

Mathias