Dynamic Filter System Enhances Customization and User Engagement
Explore how a dynamic filter system transformed user experience, boosting clicks by 9.6% while reducing bounce rates by 40.5%. Discover the details!
Metric
Conversion rate
Lift change
-6.4%
Control
Variation
If we allow users to filter products by relevant customization attributes, then the conversion rate will increase because users will find the exact hat configuration they want faster, without navigating through rigid, siloed collections.
What We Changed
- Introduced a dynamic filter system on collection pages.
- Added filtering panel on the left for desktop and top drawer for mobile.
- Enabled filters for style, color, text layout, and city.
- Allowed multiple selections per filter while hiding incompatible options.
Detailed breakdown
Add-to-Cart Rate
+4.8%
Click-Through Rate
+9.6%
Bounce Rate
-40.5%
Conversion Rate
-6.4%
Revenue
-32.97%
Key Learnings
- Dynamic filters improved product discoverability, reducing bounce rates.
- Users engaged more with product lists, shown by increased click-through rates.
- Despite improved engagement, conversion rates decreased, suggesting complexity or dissatisfaction with product options.
- Revenue dropped, indicating potential mismatch between filter expectations and available products.
