Dynamic filtering system
Discover how a dynamic filter system transformed user experience and achieved a +10.1% increase in conversion rates. Explore the full experiment!
Metric
Conversion rate
Lift change
+10.1%
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
We replaced the rigid, siloed collection structure with a dynamic filtering system. On desktop, a filtering panel sits on the left side of the page. On mobile, filters live in a collapsible top drawer. Users can select multiple values per filter to narrow results, and incompatible combinations are hidden or disabled to reduce dead ends. A fallback message appears when no products match the selected filters.
Detailed breakdown
Conversion Rate
+10.1%
Add-to-Cart Rate
+12.8%
Bounce Rate
-11.5%
Click-through Rate
+2.6%
Key Learnings
Giving users control over how they browse products had a clear positive effect on conversions. The +10.1% lift in conversion rate and +12.8% increase in add-to-cart rate suggest that shoppers were finding relevant products faster. Bounce rate dropped by 11.5%, confirming that fewer users left the page out of frustration. The filter system worked especially well for a product line with many customizable attributes, where the old rigid collection structure forced unnecessary clicks.
