4 reasons why eCommerce Filters matter

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  • Too many choices overwhelm people, making it easier for shoppers to reduce product options leads to increased conversion.
  • Filtering matches product discovery to shoppers’ intent.
  • It makes eCommerce website navigation sweet and seamless.
  • Filters cut down on the time shoppers spend searching for products, leading to a quicker checkout.

Amazon’s Filter UX is Intuitive

Amazon makes product filtering sweet and pretty straightforward.

The filters offer shoppers a seamless user experience. First-time shoppers also find Amazon filters effortless.

The location of the filters in the left-hand column of the product list makes them prominent and accessible. And Amazon doesn't overload filtering with irrelevant attributes.

Users Can Apply Multiple Filters

About 35 percent of the US eCommerce websites don’t allow shoppers to apply multiple filters.

Sadly, close to half of online shoppers use it. Overlooking this expectation could make shoppers spend an unreasonably amount of time searching for products, which is never good for conversions.

Amazon makes it easy for its shoppers to apply multiple filters, enabling them to narrow down their product search to their specific intent in a few clicks.

A visitor shopping for a used HP laptop with a good customer rating on Amazon could apply multiple filters easily to drill into the right product in a few minutes.

Thematic Filters

Thematic filters help shoppers see products that match specific themes.

Amazon shoppers can filter dresses based on the occasion—like casuals, nights out, work, and more, or season—like winter, summer.

Shoppers looking for work dresses on Amazon don’t have to dig through the overwhelming product list—they can easily use the thematic filter to hone in on the right product.

About 20 percent of US’ top eCommerce websites lack this attribute.

Category-Specific Filters

Unlike 42 percent of other top eCommerce brands, Amazon uses category-specific filters and site-wide filters to help shoppers streamline their product searchers.

Category-specific filters are filters that are specific to the product but are not particularly meaningful for other products.

For instance, an operating-system filter could help simplify laptop searches, but it’s utterly useless to have the filter for other product lines like electronics, dresses or furniture.

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