How to optimize eСommerce filters: Learning from Baymard

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.

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Why use ecommerce filters in the first place?

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.

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?

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Filtering types Baymard puts on top of their list

With a great deal of ways to classify filter types, the Baymard Institute distinguishes the most important ones that you should consider implementing to get the most out of these tools. What are they, and how do top eCommerce websites use them? These filters and UX elements can significantly improve your online store UI:

• Price. Perhaps the most universally used filter, price range, helps customers shop within their budget. For example, Amazon, one of the best eCommerce sites,  offers a sliding scale for price filtering, allowing for precise control.

• User rating. Social proof is powerful. Yelp effectively uses this filter to help users find highly-rated options, demonstrating the importance of user behavior analytics in filter design.

• Color. Especially crucial for fashion and home decor. Wayfair provides a color palette for easy selection when browsing furniture and decor, showcasing excellent filters UX.

• Size. Essential for clothing and footwear. ASOS offers comprehensive size filtering, including petite and plus sizes, which is crucial for a positive eCommerce user experience.

• Brand. For marketplaces carrying multiple brands, this filter is invaluable. Best Buy allows customers to filter electronics by preferred brands, demonstrating the effective use of a product categories list.

• Category-specific attributes. These vary by product type. For instance, Newegg offers filters for computer components like processor type and RAM size, showcasing the importance of tailored website filters.

• Thematic filters. These group products by use case or occasion. Etsy excels at this, with filters like "wedding" or "housewarming" for gift searches, highlighting the power of contextual filters.

• Compatibility filters. These filters are crucial for tech products. For example, Apple's online store allows users to filter accessories by device compatibility, demonstrating how filter types enhance product discovery.

Each of these filter types plays a unique role in enhancing the shopping experience, guiding customers closer to their ideal product with each selection. But with such a great variety of options to implement, it’s easy to make a mistake when applying specific types of filters for your store. What are the most common mistakes, and how to avoid them? Let’s break down the typical inefficiencies and try to find a way to improve each of them.

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Insufficient filter options that harm your eСommerce UX

Over 60% of internal search engines provide low-quality search results. The filter options you present to users are critical when it comes to poor or great eCommerce UX. Let’s explore common filtering errors that can worsen conversions of even top eCommerce websites and try to find practical solutions to enhance the user experience.

Ignoring core filtering options

Without proper user research and user journey mapping, it’s hard to see what filters will be enough for your specific case. For example, many websites lack a checkout page filter redirecting users from a global checkout page to a custom page. For an apparel store, you will most likely use the size, color, and brand filter types, but might miss industry-specific fabric properties filters users need (42% of websites don’t have them!).

Is this a common mistake? 60% of stores are missing core filtering options like compatibility and thematic filters. This oversight leaves customers feeling lost in a sea of irrelevant products.

How to solve this? Implement a wide range of relevant filters for each product category, considering the unique attributes that matter most to your customers. Even for top eCommerce websites, eCommerce product discovery with such a detailesness can be challenging, so you need to map your user flows throughout the process and define the filters that will meet their needs at each point.

Lack of specialized filter types 

eCommerce sites often miss opportunities to enhance user experience by neglecting specialized filter categories. “Personalization filters serve a kind of invisible autopropaganda.” says Eli Pariser." 20% of leading eCommerce websites ignore thematic product filters at all. So, when shoppers are looking for a specific product for an occasion, they will probably go to another website, or just won’t open your store’s page as it’s not showing in Google search results.

This oversight can negatively impact the entire shopping journey, from product discovery to eCommerce checkout and checkout page design. Filters can be a way to personalize your offers. “New Arrivals" filters are great for trend-conscious shoppers who want to see the latest products without scrolling through product lists. Similarly, "Sales" or "Deals" filters are essential for bargain hunters. The absence of these filters can slow down product discovery and potentially decrease sales.

‍How to solve this? Implement "New Arrivals" and "Sales/Deals" filter options in your filtering system. For gift-oriented products, provide "Recipient" filters to help users find suitable items for others. These specialized filters cater to specific shopping intentions, making the browsing experience more efficient and enjoyable for users with particular goals in mind.

Too many product categories lead to abandoned carts 

As much as 75% of e-commerce sites struggle with overcategorization, forcing users into narrow product scopes. For example, a clothing store might separate "Skinny Jeans" and "Slim Jeans" into different categories, making it difficult for users to compare similar items. This issue is very problematic on mobile devices, where users can't easily switch between categories.

‍How to solve this? Instead of creating separate categories for products with shared attributes, implement them as filters within a broader category. For instance, have a single "Jeans" category with "Fit" as a filter option. This allows users to view and compare all related products in one list, making it easier to find suitable items.

If you own a marketplace and fail to understand the vast variety of filter types your store owners might need, consult with a marketplace app development company. By conducting a detailed eCommerce UX audit, they will fit the best solution into your existing system.

Missing product status and availability filters

64% of US online shoppers value product availability. Product statuses that don't align with a user's needs (out of stock, pre-order, refurbished) can render otherwise suitable products completely irrelevant. The absence of these filters leads to frustration when users discover their chosen items are not immediately available or don't meet their condition requirements. 

‍How to solve this? Implement clear and easy-to-use website filters for product status and availability. Include options such as "In Stock," "Pre-Order," "Refurbished," or "Open Box" where relevant. This allows users to quickly focus on products that match their immediate needs and preferences, reducing disappointment and improving the overall eCommerce user experience.

Overall, marry your customer needs with every filter type you provide and use user behavior analytics to define what oversights push customers to ditch your website for another provider. A company with marketplace development expertise can make this process easier for you. Even your filter types setup can boost your SEO and cut loading times (proven by our antique marketplace development case).

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Filter design & layout mistakes and how to fix them

The design and implementation of eCommerce filters play a crucial role in user experience and, ultimately, conversion rates. However, many online stores fall short of creating an intuitive and effective filtering system. Let's explore some common mistakes in filter design and layout, along with practical solutions to enhance the shopping experience.

Poor filter discoverability

In an attempt to simplify UI, 24% of sites have moved to horizontal filtering bars. While this works in some contexts, it often reduces visibility and usability. Additionally, many sites fail to promote important filters, leaving users unaware of crucial options that could narrow their search. This oversight makes users spend too much time sifting through irrelevant products or abandoning their search altogether.

‍How to solve this? Ensure filter options are prominently displayed, considering both vertical and horizontal layouts. The key is to make filters impossible to miss. Be cautious when implementing horizontal filtering toolbars, as they can make it difficult for users to get an overview of filter options within each type. Consider promoting important filters to the top or in a more visible area of the page (61% ignore it). This approach helps users quickly access the most relevant filtering options.

Overwhelming option lists that create choice paralysis

Many sites struggle with managing long lists of filter options, often presenting users with an overwhelming number of choices at once. This is particularly common with attributes like brand, size, or color, where options can be extensive. The Baymard Institute reports that 32% of sites don't manage long lists well, leading to visual clutter and potential decision paralysis among users.

‍How to solve this? Truncate lists over 4-8 options on the desktop, providing a "show more" option to keep the interface clean while still offering comprehensive choices. Implement a search function within long filter lists, allowing users to find specific options quickly. For mobile users, enable search functionality within filter options to prevent endless scrolling.

By presenting filter options in a more manageable format, you can enhance the UX for your eCommerce site and make it easier for customers to find what they're looking for without feeling overwhelmed.

Lack of visual feedback on applied filters

Even the best eCommerce sites fail to provide clear visual indicators for active filters, leaving users uncertain about which options they've selected. The Baymard Institute found that 42% of sites don't bring applied filters to the top or highlight them prominently, making it difficult for users to track and modify their selections. This oversight confuses users and results in unintended narrow searches that miss relevant products.

‍How to solve this? Display applied filters prominently at the top of the product list or in a clearly visible area of the page. Use distinct visual cues, such as color changes or checkmarks, to indicate active filters: 32% of websites don’t have it, so make it your advantage. Provide easy one-click removal of individual filters and implement a "clear all filters" option for quick resets.

This approach allows users to easily review and modify their current search parameters, enhancing their control over the browsing experience and helping them understand how their choices are shaping their search results.

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Scope & logic of filter mistakes and solutions

The scope and logic of eCommerce filters play a crucial role in shaping the user's product discovery journey. However, many online retailers fall short in this area, inadvertently creating barriers to efficient shopping. Common mistakes in filter scope and logic can lead to frustrating user experiences, missed sales opportunities, and increased bounce rates. 

Let's delve into how refining the underlying structure and functionality of your filtering system can make a substantial difference in your eCommerce success.

Lack of multiple selection within filter types limits search flexibility 

Many eCommerce sites don't allow users to select multiple values within a single filter type, severely limiting the flexibility of product searches. 32% of sites don't permit applying multiple values per filter, forcing customers into overly narrow searches and missing out on relevant products that don't perfectly match all criteria.

How to solve this? Implement a filtering system that uses "AND" logic between filter types and "OR" within types. For example, allow customers to select multiple colors within the color filter, expanding their search results to include all chosen options. This approach gives more control over search filter parameters and drives more nuanced product exploration. Additionally, provide clear visual feedback on selected options and an easy way to deselect individual choices.

Absence of match count visibility leaves users guessing 

When customers can't see how many products match each filter option, they're essentially operating in the dark. Many sites fail to display the number of products that correspond to each filter choice or don't update these numbers in real time. This lack of information leads to frustration and wasted time as users apply filters without knowing whether they yield useful results.

How to solve this? Always display and update match counts in real time for each filter option. Implement dynamic updating so that as users select or deselect filters, the counts adjust accordingly. Use visual cues like progress bars to represent relative quantities. This real-time feedback not only improves UX but also helps manage expectations, reducing the likelihood of frustration and abandonment.

Insufficient category-specific filters hinder product differentiation 

Many eCommerce sites fail to offer adequate category-specific filters, overlooking crucial attributes that differentiate products within a category. 62% of top eCommerce sites lack category-specific filters for key product attributes. This oversight can leave customers struggling to find products that meet their specific needs, especially in categories with numerous variations or technical specifications. For instance, an outdoor equipment store might not offer filters for waterproof ratings or weight capacity, while health and wellness categories could benefit from "Symptom" filters for users unfamiliar with specific product names but needing a remedy for a specific cause.

How to solve this? Conduct thorough user research to identify the most important attributes of each product category. Implement a wide range of relevant, category-specific filters that allow users to narrow down their search based on these key attributes. For example, a laptop category might include filters for processor type, RAM, storage capacity, and screen size. Include "Symptom" filters for relevant product types, allowing users to find items based on the issues they're addressing rather than specific product knowledge. Use easily understandable terminology within each category to avoid confusing users.

Regularly review and update these filters based on user behavior and product trends. As a part of COAX’s eCommerce marketing services, we integrate constant data-driven monitoring of user behavior to define and iterate on the impact of filter categories on the sales and revenue dynamics. By partnering with us, you will get proven, visual, and ever-evolving results.

By providing comprehensive, category-specific filtering options, you enable users to find products that match their exact requirements quickly. COAX's UX audit and product design services help enhance your filtering system, optimizing the overall shopping experience and potentially increasing conversion rates. Our team can analyze your current setup, identify areas for improvement, and implement user-centric filter designs that align with your specific product categories and customer needs.

By addressing these common issues, you can significantly enhance your filters UX and set your site apart from the competition. As you see, the purpose-driven and user-oriented approach is integral when creating intuitive interfaces, and this approach lies at the heart of the eCommerce website development solutions that COAX provides for our clients. Happy clients — happy customers — impactful results.

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Key takeaways for effective eCommerce filtering

As we've explored, effective eCommerce filters are far more than just a navigational tool — they're a crucial element in creating an optimal shopping experience. From addressing the paradox of choice to boosting conversion rates, well-implemented filters can make or break an online store's success.

By avoiding common pitfalls in filter types, interface design, and logic, retailers can significantly enhance their users' ability to find relevant products quickly and easily. To define the relevant and efficient filter types, logical setup, and layout peculiarities, you should conduct proper data-oriented user behavior analytics.

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FAQ

Why are eCommerce filters important?

eCommerce filters are crucial because they help customers quickly find relevant products, improve user experience, increase conversion rates, and reduce bounce rates. Well-implemented filters can boost conversion rates by up to 26%.

What are the most essential filter types for an eCommerce site?

The most essential filter types include price, user ratings, color, size, brand, and category-specific attributes. Thematic and compatibility filters are also highly valuable for certain product types.

How can filters improve SEO for my eCommerce site? 

Well-implemented filters can improve your site structure, making it easier for search engines to crawl and index your products.

How often should I update my filter options?

Regularly review and update your filters based on user behavior, product trends, and any changes in your inventory. A good practice is to assess your filters at least quarterly.

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