Test archive / Collection page
Do collapsed collection page filters lift conversion?
The desktop collection page showed every filter group open in the left menu. We tested collapsing them in 3 ways. The best version kept the first 2 groups open and lifted conversion 7.3% over 34 days, short of our confidence bar.
Not significant Desktop 34 days Not called Reviewed
The hypothesis
By collapsing the filter menu on the left of the collection page, we will cut clutter and bring the products into view, resulting in more engagement and a higher conversion rate.
The left menu on the desktop collection page listed every filter group fully open. It took up space and pulled attention from the products.
We wanted to know how much of the menu shoppers needed open, so we tested 3 levels: every group collapsed, every group collapsed with a sticky menu, and all but the first 2 groups collapsed.
What we changed
We collapsed the filter groups in the left menu of the collection page.
Variation A collapsed every filter group. Variation B did the same and kept the menu in place as shoppers scrolled. Variation C collapsed every group except the first 2, which stayed open. We paused Variation A partway through to send more traffic to the others.
- Every filter group collapsed
- Every filter group collapsed
- Menu stays in place on scroll
- First 2 filter groups left open
- All other groups collapsed
The result
Variation C lifted conversion 7.3%, short of our confidence bar.
Variation C, with the first 2 groups open, did best, with conversion up 7.3%. Variation B, the sticky menu, lifted conversion 5.3%. Variation A was paused partway through.
The test ran on desktop only, so traffic was lower and it needed more time. Variation C climbed week over week, then leveled out, and we paused the test after 34 days.
What we would do next
Collapsing some filter groups beat collapsing them all.
Variation C kept the first 2 filter groups open, so the most used choices stayed in view while the rest of the menu got out of the way. It did better than collapsing everything, with or without a sticky menu. A retest with more traffic would show if the gap holds.