This document discusses strategies for optimizing filters on mobile websites to increase sales. It finds that while filtering drives conversions on desktop, it is underutilized on mobile with only 2-7% of users filtering. The strategies proposed are: 1) Fix long filtering menus by using overlays instead of scrollable menus. 2) Streamline multiple filter application by allowing checkbox selection. 3) Prioritize popular filters. 4) Keep applied filters visible. 5) Make filtering adjustable anywhere on the page. Implementing these strategies can significantly improve the mobile filtering experience and increase conversions.

1. TheMagicBehindFilters:
Howtooptimizefilterstoincreasesalesonmobile
Marina Shapira
Psychologist & Customer Experience Researcher, Clicktale

2. • Marina Shapira creates exceptional user experience and
supports Clicktale’s customers in optimizing digital journeys.
• Using qualitative and quantitative research methods she works
with Fortune 500 companies to deliver user-centric insights
across devices and verticals, which have led to significant
conversion uplifts and increased revenue among Clicktale’s
customers.
• Marina holds an MA in psychology from Ben Gurion University,
Israel and is a PhD candidate at Brock University, Canada
Marina Shapira
Psychologist & Customer Experience Researcher, Clicktale
Confidential3

3. WHAT IS FILTERING?
Filters are the equivalent
of sales associates
• Help narrow selection and funnel
visitors towards their desire
product
• Facilitate browsing for customers
without a clear goal, which can
lead to subsequent purchases
down the line

4. FILTERING BEHAVIOR
Information overload
Most product listing pages
contain hundreds of products,
which creates an information
overload and triggers the
paradox of choice.
Filtering is an effective way to
provide help that customers
need.
This experience is cognitively
fatiguing and the natural
response is to leave the site.
Confidential8

5. FILTERING ON MOBILE
Filtering drives conversions
35% growthin funnel progression
Research conducted on data from Clicktale’s Fortune 1000 customers
5.7% <1%
Confidential9
Product Details Page
4% Used filters 96% Did not use filters
82% 47%

6. FILTERING ON MOBILE
Filtering drives conversions
Heatmaps show that if customers
filter, they are more likely to convert
from the page they are already on
Used filters Did not use filters
5.7% <1%
Confidential10
5.7% <1% 10% 4%5.7% <1%

7. Confidential
When customers use
filters, they are more
likely to progress in the
purchasing funnel
But, our research shows
that the popularity of
filters is low among
mobile customers
Confidential11

8. FILTERING ON MOBILE
Filtering on mobile is not
widely used
• 2-7% of visitors on mobile vs. 26%
on tablet and desktop
• There is a gap between intent to
use filters and actual filter use: 40-
60% of visitors that showed intent
to use never actually used them
Research conducted on data from Clicktale’s Fortune 1000 customers
14%-26%
filter use
14%-26%
filter use
2%-
7%
filter
use
Confidential12

9. Confidential
FILTERING ON MOBILE
When do visitors filter?
Visitors generally wait until the
second half of their journey on
the page to filter
Timing of filter usage in the journey on
Product Listing Pages
Brand A
Brand B
Brand C
Confidential13

10. Confidential
The popularity of filtering is low due to
sub-par user-experience
We identified strategies to improve the
filtering experience and drive conversion
Confidential14

11. Strategy #1
Fixlongfilteringmenus
Strategies for making filtering pay on mobile

12. FIX LONG FILTERING MENUS
On desktop
• Most or all filtering options are seen while
viewing products in main body of the page
• Long filtering menus usually appear on left side
of Product Listing Page, in long vertical bar
On mobile
• On most responsive mobile commerce sites,
filter menus are not exposed by default
• Expandable drop down menu are usually
located at top of the page
Confidential17

13. FIX LONG FILTERING MENUS
The problem
• Filter menus are longer than the mobile screen and push products out of sight
• The experience is cumbersome due to the need to scroll up and down to see all filtering options
Only a few of
the filters are
visible upon
filters menu
expansion
Scrolling is
required to
see all
filtering
options
Confidential18

14. FIX LONG FILTERING MENUS
The solution
Filter menus should open as overlay: this allows for a smarter use of the mobile real-estate
Confidential19

15. Strategy #2
Streamline multiple filter application
Strategies for making filtering pay on mobile

16. STREAMLINE MULTIPLE FILTER APPLICATION
The problem
• Less than 1% of mobile
customers apply more
the one filter
• Multiple filter application
increases conversion
even more
• Customers do not apply
more than one filter due
to lack of visual cues that
it is possible
The solution
Provide customers with clear
visual cues, such as
checkboxes, to help them
understand that more than
one filter can be applied
Confidential21

17. STREAMLINE MULTIPLE FILTER APPLICATION
The problem
The font text in a traditional expandable filtering
menu tends to be so small it limits legibility
The solution
Make sure font size is legible – easier to accomplish
when the filtering menu is structured as an overlay
Confidential22

18. The problem
The loading time of the products after filter application
tends to be long and customers lose patience
STREAMLINE MULTIPLE FILTER APPLICATION
The solution
Minimize loading time between each filter
application
Confidential23

19. STREAMLINE MULTIPLE FILTER APPLICATION
The problem
After one filter is applied, usually the rest of the
filtering values in that category disappear
The solution
Leave category values visible once filter is applied
Confidential24
Red
Black
White
Navy Blue
Light Green
COLOR

20. Strategy #3
Play favorites withyour filters
Strategies for making filtering pay on mobile

21. PLAY FAVORITES WITH YOUR FILTERS
The problem
Filters of only secondary importance frequently
appear above more relevant options
The solution
Ensure that the most popular and effective filters for
each product category appear at the top of the menu
Confidential26
Size filter increases conversion by 15% -
use rate dramatically affected by location
8%
15%
At top At bottom
Location of filter impacts conversion Using advanced in-page analytics can help you
quickly learn which are the most popular filters on
your site

22. Strategy #4
Keepthe customer oriented
Strategies for making filtering pay on mobile

23. The solution
Make the filters that are applied visible
outside the filter menu
KEEP THE CUSTOMER ORIENTED
The problem
Many mobile filter result pages do not
indicate which filters have been applied
The filter ‘red’ was applied

24. Strategy #5
Makeiteasyto adjust thefilters mid-stream
Strategies for making filtering pay on mobile

25. MAKE IT EASY TO ADJUST THE FILTERS MID-STREAM
The problem
In many sites customers who want to modify
filter selection must scroll up to top of page
The solution
Make filtering bar sticky so it is available at
any point during the customers journey
Confidential30

26. The bottom line
• Research has shown the clear and dramatic impact of filtering on
shopper progression through the funnel and ultimately on conversion
• Particularly for mobile commerce, optimizing filters can significantly
improve the customer experience and increase conversions
Confidential31

27. How to improve the experience
of filtering on mobile
#1 – Fix long filtering menus
#2 – Streamline multiple filter application
#3 – Play favorites with your filters
#4 – Keep the customer oriented
#5 – Make it easy to adjust the filters mid-stream

28. Thank You
Marina Shapira
Psychologist & Customer Experience Researcher, Clicktale
Mail: Marina.Shapira@clicktale.com
Twitter: @marina_shapira