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Search & Filtering

Filter Checkboxes vs a Guided Question Flow A/B Test

Questions about needs or budget may help shoppers who are unsure which filters to choose.

  • Filters
  • Product page visit rate

Control vs Variant

The same value, presented two ways.

Changed
Format
Page
Filters
Difference
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Hypothesis

Visitors who already know what they want may find the extra steps slow. Offer one defined guided path while preserving direct access to the same underlying filters.

How to run this test

Primary metric

Product page visit rate

Compare product-page visits per eligible assigned visitor while keeping the classic filter panel available in both arms.

Other metrics

  • Guided-flow completion rateReport completion among visitors who start the guided flow; keep the primary analysis on all assigned visitors.
  • Classic filter usageTrack use of the classic filters, which remain available in both arms.
  • Zero-result rateCompare eligible searches that end with no results.
  • Time to reach a productMeasure time using the same start and arrival events; report visitors who never arrive.

What to check before and during the test

  • PathCompare the classic filter panel with one predefined guided question flow that has the classic panel as a fallback.
  • SkipKeep direct access to filters available before the questions are completed.
  • QuestionsFix the number, order and wording of questions before launch.
  • MappingMap equivalent answers to the same core attributes and result rules.
  • Visitor historyReview new and returning visitors separately.

Setup mistakes to avoid

  1. 1Do not make the guided questions mandatory or remove the classic filter panel.
  2. 2Do not change the number and wording of questions together.
  3. 3Provide a recovery path when answers produce no results.
  4. 4Do not retain answers across visits without asking the user.
  5. 5Do not call a winner from guided-flow completion alone; review product discovery and purchases.