Poor product filtering and organization means shoppers will struggle to find what they’re looking for. Whether they’re searching for a specific product or exploring for inspiration, your brand will quickly become redundant. If a customer can’t find a product they’re searching for, they can’t buy it. (Well, at least not from you.)
According to Statista, 61% of shoppers believe that the ease of finding products is the most important factor of the online shopping experience. Yet, a Baymard Institute’s product lists and the filtering study found that only 16% of ecommerce sites provide a good product filtering experience, with sufficient filtering types and a filtering logic that aligns well with customer expectations. As you can see, to help customers find what they’re looking for, you need more than user-friendly product taxonomy. You need to provide good product filtering functionality.
Why do you need good product filtering capability?
It directly affects your bottom line. This factor has a big impact on user experience (UX) and is crucial now that excellent customer experience is on-demand.
According to Shopify, when you enable filtering, customers can filter your products by availability, product type, color, or other options to find the products that interest them the most. Effective filtering can increase conversions by 26%.
It can also:
- Boost user experience
- Increase product views
- Increase customer engagement
- Enable frictionless product findability
Online shoppers interact with product filters to weed out irrelevant products and narrow down their search in the hopes of finding the exact product they’re looking for. If they receive a filtering experience that results in relevant product matches, they will engage with your products and are more likely to make a purchase.
So, remove the friction to ensure that you deliver the best product filtering experiences to your existing customers and prospects. To do that, you need to know which product filters customers want to see on your multichannel listings.
In this article, we will discuss the five key product filters customers consider essential when trying to find suitable products to purchase.
In a brick-and-mortar setting, customers check the price tag of an item they are interested in buying. Well…the same rule applies online! For many, the price of a product is an important filter to look into because it helps them assess 1.) if they can afford the product first before getting too invested in the process 2.) if they feel that the product is worth the price attached to it 3.) if they’re getting the best deal for the value of the product or not. The same study found that “80% of users applied price filters, regardless of the type of products they were looking for.”
That indicates that customers expect the availability of a price filter, and if it’s not available, they’re left feeling frustrated and dissatisfied. When customers feel these emotions, the chances of them leaving the product listing are very high.
So, help your customers in their decision-making process by giving them access to a price product filter that offers them different options to choose from.
Color filtering is a common filtering type as most online shopping sites provide it. This means customers expect to see it everywhere they shop. Imagine a customer is looking for a blue t-shirt, and when they land on your product listing, they don’t spot the color they want. What will follow is they will search for a color filter to eliminate the unwanted colors from the product lists and focus on finding the color they do want. Imagine the feeling of disappointment when they can’t locate the most common filtering? They’ll consider leaving and looking elsewhere. The same goes for a customer who wasn’t initially focused on a specific color, they will see a product they like and get curious about how it will look in other colors.
When you don’t have a color filter, you’re making them work harder than they should just to find a product that matches their taste or preference.
No matter what type of product a customer is looking for, they will need to choose the exact size that will fit. If it’s a pair of shoes, the item will need to fit their feet, or if it’s a washing machine, they will need to know the size to see if it will fit in its designated area in their house. It won’t matter if they like the item, if they can’t find the exact size they need, they will lose patience and look elsewhere.
Providing a size filter enables customers to eliminate unsuitable sizes from your product listing and pay attention to the size that best meets their needs.
When you provide a product type filtering, you’re simplifying a customer’s path to finding a suitable product. For example, say you sell different types of bags such as duffel bags, backpacks, bum bags, etc., having a type filter will enable customers to quickly get to the type of product that matches their preference or need.
Shopify allows you to enable collection filtering so that the filter options can appear on your product listings in your online store. That way, you can add product type filters to help your customers identify products they need.
5. User ratings or reviews
One of the many reasons people enjoy shopping online is because they get to see what other people have to say about the products they’re interested in buying.
It helps them assess whether the product offers any real value and if it matches the information provided on a product listing. It’s important to remember that in the online setting, customers cannot touch, see, try or test the product, so they rely on the product information offered to make a decision. When you add the user ratings filter, you enable them to see and narrow down their search using products that are rated high. Which, in turn, gives them the confidence to buy.
Enhance your product filtering capabilities with Plytix
Customers have strong preferences when it comes to products and will always choose to buy only what they like. Which is exactly what shopping is all about. But when you fail to help your customers with basic product filters, they will leave.
To avoid losing any more sales, improve your product taxonomy and organization. While you can do this on your Shopify web store, you still have other sales channels to take care of. So, why not simplify your life by investing in a product information management system that can also handle multichannel management? Plytix is a next-generation PIM tool that organizes product information in a single location and enables you to automate the addition of product filters that you can easily feed into your multichannel listings.
Using Plytix, a listing tool, you can get a smooth handle on retail channel management, so it doesn’t feel all too tedious and frustrating. Especially when working on seemingly small tasks such as adding product filters that have a big impact on how customers experience your brand wherever they shop.
To find out more about how Plytix PIM can help you manage your multichannel listings more effectively book a FREE demo with us today!
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