Imagine a customer landing on your website and searching for, let’s say, a dress. After entering the search query or going to a collection page, they may end up with hundreds or even thousands of results. That is why filters are number one in search results best practices.
They help to quickly refine the search and display only products that meet customers’ specific criteria. The customer applies size, color, and style filters, and the overwhelming amount of product results narrows down to 10 medium black cocktail dresses. And a few minutes after landing on your website, the customer proceeds to the checkout with the desired product.
Even though product filters primarily affect user experience and conversion rate, many e-store owners overlook the significance of filters.
According to a study by the Baymard Institute
, a considerable number of ecommerce websites offer poor filter UI and UX. This means that customers may struggle to find what they are looking for, leading to a frustrating shopping experience and a lower likelihood of making a purchase.
Investing time and effort into fine-tuning filters on an online store could significantly improve the overall user experience and boost the conversion rate, ultimately providing a competitive advantage for your e-store.