In the fast-moving world of ecommerce, even small details can have a major impact on the customer experience. Product filtering is one detail that does not always get enough attention. An efficient, well-designed filtering system can significantly improve the shopping journey on your website. A poor one can lead customers to abandon their carts and buy elsewhere. This article explores how to improve product filtering in your online store.
The potential power of an effective product filtering system
Although filtering may seem a relatively insignificant function, product filtering options in an online store play a central role in improving the overall shopping experience. When this function is designed and implemented correctly, it can optimize the discoverability of products, respond to the specific needs of different customers, and ultimately increase sales volume. On the other hand, an ineffective filtering system can confuse and frustrate users, potentially leading to cart abandonment and site exit.
4 essential components of the filtering system
There are several factors to consider when building your site’s filtering system. Here are four key elements to prioritize:
Search Criteria - Think Like Your Customer
When planning your filtering system, start with your customers' perspective. Which attributes do they associate with your products, and how do they search for them on your site? Review customers' and visitors' search queries regularly to understand what they are looking for and which terms they use. Use these insights to make your filters more convenient and effective.
Layered filtering
Besides basic filter categories such as size or color, consider adding a layer to display metafields as filters. For example, in the footwear field, the primary classification is usually based on shoe types (sports, formal, sandals, etc.). However, an extra layer can be added to focus on filtering based on the technology provided by the shoes or specific features. Another example is adding sleeve length as a filter option for shirts when a wide range of SKUs is available - this filtering can significantly enhance user experience.
Design
The classic filtering design focuses on a sidebar and checkboxes, but recently, advanced ecommerce sites have started adopting visual elements for a more intuitive user experience. The Shopify Plus platform offers a way to integrate visual banners into category pages. For example, if a user selects the dress category, they are directed to a visually appealing page displaying different dress types. They can then use additional filtering options by type or size using checkboxes.
Website performance: prioritizing products in stock
Ensure that your filters only display products that are available for purchase. Displaying out-of-stock items can lead to customer dissatisfaction and may cause them to turn to other sites to search for similar products. The Shopify platform provides many other features, allowing you to design all the category pages according to your vision and site goals while creating an intuitive and user-friendly environment that provides customers with all the tools they need for a successful purchase.
Summary
Adding an advanced filtering system may seem like a niche, low-priority task. With forward planning and a user-focused strategy, however, it is achievable and worthwhile for any store looking to improve the customer journey, from browsing products to making a purchase. The goal is to make browsing enjoyable and encourage customers to buy rather than abandon their carts. Investing in an advanced, user-friendly filtering system makes it easier for customers to shop with you. Happy filtering!
