Moving size and color sidebar filters to the top of the category page

Lyle & Scott
Fashion
Category
Clarity (design), Usability
January 2013
19%
revenue
Control and variation

+19%

A
B
Control
Control A
Variation
Variation B
Lyle & Scott is a Scottish luxury knitwear and golfing brand. It sells online in over 50 countries. Head of Ecommerce, Will Dymott, worked with agency AWA Digital to improve the online conversion. They noticed that the filters on the category pages were hardly used as these were positioned low on the page.

Hypothesis

  Moving the category filters with size and colour higher on the page by removing the category navigation, will increase the order conversion rate. Users will be able to more easily find what the need .

Results

Conversion increased by 19%.

Learnings

Main learning is that side navigation and filtering is important in ecommerce categories.
For Lyle and Scott it was beneficial to remove the category side navigation. It will depend on the type of visitor and the stage in the customer journey:

  • A new visitor in orientation stage – say a married woman who is looking for birthday present for her husband – might need category navigation
  • A repeat customer in purchase stage – an existing Lyle & Scott customer who wants a new cardigan (similar to his current one) – may prefer size and color filters.

What works best depends on your type of customer.

Source: www.awa-digital.com
Company Lyle & Scott
Website www.lyleandscott.com
Market Fashion
Test data
Test element Navigation
Page Category
Conversion principle Clarity (design), Usability
Result 19% revenue

Leave a Reply

You must be logged in to post a comment.