The Current State Of E-Commerce Filtering

When done right, filters enable users to narrow down a websites 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 users e-commerce product browsing, most websites offer a lacklustre 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, we — the entire team at the Baymard Institute — spent the last nine months researching how users browse, 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.

The post The Current State Of E-Commerce Filtering appeared first on Smashing Magazine.