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Search & Filtering

Applying Filters Instantly or With a Button A/B Test

Instant filtering updates results after each selection and may speed discovery.

  • Filters
  • Successful product discovery after filtering

Option A vs Option B

Two alternatives; neither is the incumbent.

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Options
Page
Filters
Difference
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Hypothesis

Applying filters together lets users set several preferences before the results move. Judge the outcome by time to find suitable results and the target action, not filter clicks alone.

How to run this test

Primary metric

Successful product discovery after filtering

Among all eligible assigned visitors, compare those who reach a product list or product page within the same time window. Define the success event before launch.

Other metrics

  • Filter usage rateCompare eligible assigned visitors who apply a filter.
  • Product interaction in resultsMeasure product views or selections from the same defined list impression.
  • Results refresh timeMeasure time from the filter event to the updated product list.
  • Listing exit rateCompare visitors who leave the list after interacting with filters.

What to check before and during the test

  • ApplicationCompare results that update after each filter selection with results that update after one Apply action.
  • Selection stabilityCheck that selections do not reset and controls do not move unexpectedly.
  • PerformanceUse the same results service and measure the effect of repeated requests.
  • OutcomeReview filter interaction alongside purchases.
  • DeviceReview desktop and mobile separately.

Setup mistakes to avoid

  1. 1Keep the design, product order and list unchanged during the test.
  2. 2Avoid unnecessary animation after filters are applied.
  3. 3Do not let selected filters disappear or reset unexpectedly.
  4. 4Change the application model only, not the filter set.
  5. 5Avoid overly frequent automatic refreshes.