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CRO Experiment Idea for Backcountry - Cro Metrics

“We get people who get outside—plain and simple.” —Backcountry

Backcountry is a retailer focused on providing outdoor enthusiasts with the gear they need to fuel their passions. Whether you’re a camper, a trail runner, a Nordic skier or a backpacker, they have high-performance clothing and gear to fit your lifestyle.

Backcountry offers shoppers an easy way to purchase all things outdoors via their desktop and mobile websites. While on their site, we found a simple way the retailer may be able to improve their already convenient online experience. Would a small tweak to the filter functions on their collection pages increase conversions? We could test that.

The Opportunity: Product Filter Functions Disappear When Shoppers Scroll Through Collection Pages

When shoppers land on one of Backcountry’s collection pages, there are many product options to choose from. Unfortunately, as they scroll, the product filter functions disappear on both mobile and desktop. Shoppers may feel some scroll and option fatigue which may inspire them to click away.

The Control

Filters help customers find exactly what they’re looking for, but aren’t as useful when they scroll out of view.

Our Hypothesis: Emphasizing Filtering Options Will Enhance the Shopping Experience & Increase Conversions

When shoppers find themselves having to choose between many different products, the choices can quickly become overwhelming. They often choose to use product filters to help them find exactly what they’re looking for. For example, they can select their size as well as their preferred color, material and fit.

At Cro Metrics, we recently tested a sticky filter bar on a client’s Collection pages. We saw increased engagement as well as a 6% lift in transactions and revenue. This test showed that allowing visitors to have easier access to the filter function while scrolling helped to enhance the shopping experience and remove the friction that was halting conversions.

The Potential Fix: Making the Filter Functionality Sticky on Desktop & Mobile

We would create a sticky filter functionality for all Collection pages on both desktop and mobile. Filters would follow visitors throughout the page and provide them with easier access to the function.

We hypothesize that this change would improve the overall shopping experience. As a result, Backcountry could see an increase in conversions and revenue.

The Variation

CRO Experiment Idea for Backcountry - Variation- Cro Metrics
Persistent filters can improve average order value, revenue per visitor, and return on ad spend (ROAS).

What Can Cro Metrics Test for You?

Are there functionalities missing from your website that could help support the shopping experience? Testing can help identify them. What can Cro Metrics test for you? To learn more about our experimentation programs, send us a message.