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Search & Filtering

Filters Visible or Behind a Button: A/B Test Example

Visible filters make options easier to discover.

  • Filters
  • Purchase conversion rate (CR)

Option A vs Option B

How hard the same message is pushed is the variable.

Changed
Emphasis
Page
Filters
Difference
changed

Hypothesis

Hiding them behind a button gives products more room but requires an extra step to open them. Compare purchases with the same filter set; more filter use alone is not a better outcome.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases among all eligible assigned visitors who can see the filter controls.

Other metrics

  • Filter usage rateCompare eligible visitors who apply a filter.
  • Product page visit rateMeasure product-page visits per assigned visitor over the same follow-up window.
  • Products visible in the listCompare the number of distinct products actually visible under the same screen and list conditions.
  • Listing exit rateCompare exits among assigned visitors who are shown the product listing.

What to check before and during the test

  • VisibilityShow the same filter set by default in one arm and behind a clearly labeled button in the other.
  • OpeningReport panel opens in the collapsed arm as a diagnostic measure.
  • ScopeKeep the visible filter set the same across both arms.
  • Screen spaceMeasure actual product visibility in both layouts.
  • DeviceCompare arms within each device type before considering device-specific defaults.

Setup mistakes to avoid

  1. 1Do not change filter visibility and the number of filters together.
  2. 2Do not vary the visible filters by category during the test.
  3. 3Do not declare a winner from filter usage alone; review purchases.
  4. 4Keep an indicator showing how many filters are applied when the panel is collapsed.
  5. 5Do not generalize from one category to categories with a different filter structure.