When shopping online, customers often face a "paradox of choice" — too many options lead to anxiety rather than satisfaction. The vast selection of products can quickly become overwhelming. But how to turn anxiety into a pleasant shopping experience?
This is where website filters come into play, guiding customers through the sea of options. But how to handle the efficient filter types, layout specifications, and avoid common pitfalls? It’s best to learn from proven facts, and the vast research of Baymard Institute guides us through — and we want to give you a map.
Why use ecommerce filters in the first place?
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The first question is obvious. If you own a small online store, is it really necessary to use any search filters? Simple as they seem, filters have a potent power in shaping the eСommerce user experience. 61% of site visitors will abandon a website if they can't find what they're looking for within 5 seconds. And in online shopping, every moment counts! How can filters help?
Filters help overcome a paradox of choice and limit the results to exactly what users need. The efficiency of product filters is very tangible: they can increase conversion rates by 26%, which is a strong driving force for 43% of small businesses investing in website performance.
These numbers underline a fundamental fact: search filters are not just a feature, but a critical component of eСommerce user experience. They serve as digital sales assistants, helping customers narrow down options and find exactly what they're looking for. Website filters play a crucial role in UX for eСommerce, guiding users through the product list efficiently.
However, only 16% of major eСommerce sites provide a good filtering experience. This leads us to the conclusion that just having filters on your website isn’t enough. They have to be optimized according to best practices and consider your users’ needs.
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What are the benefits of search filters for your store?
Before diving into the best practices, let's understand why filters are so important. They have significant benefits for your business:
- Filters solve the paradox of choice, as effective filters help customers narrow down their choices according to their preferences and needs.
- Improving user experience: filters make it easier for customers to find what they're looking for, enhancing overall eСommerce UX.
- They also reduce bounce rates, preventing customers from leaving the site due to difficulty finding products.
- Search filters shorten the path to purchase, as they allow customers to checkout with fewer clicks.
- Filters reduce the number of support queries, as they empower shoppers to find information on their own.
- Well-designed filters increase average order value, as features like "gifts under $X" filters can encourage spending, and thematic filters promote seasonal products better.
- Context-sensitive filters adapt to customer needs and preferences and help increase customer loyalty and retention through personalization.
- Another way to boost loyalty is building trust through filtering by ratings and reviews, increasing your shoppers’ awareness of the product based on real feedback.
Now that we understand the 'why,' let's explore the 'what.' What types of filters should you consider implementing on your eСommerce site?