The Current State Of E-Commerce Filtering
When done right, filters enable users to narrow down a website’s selection of thousands of products to only those few items that match their particular needs and interests. Yet, despite it being a central aspect of the user’s e-commerce product browsing, most websites offer a lackluster filtering experience. In fact, our 2015 benchmark reveals that only 16% of major e-commerce websites offer a reasonably good filtering experience.
Given the importance of filtering, filter and evaluate products in e-commerce product lists. We examined both search- and category-based product lists. At the core of this research was a large-scale usability study testing 19 leading e-commerce websites with real end users, following the think-aloud protocol.
Despite testing multimillion dollar websites, the test subjects ran into more than 700 usability problems related to product lists, filtering and sorting. All of these issues have been analyzed and distilled into 93 concise guidelines on product list usability, 35 of which are specific to filtering availability, design and logic.
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