Product Lists & Filtering Usability

Exploring the customer’s product browsing experience

A part of Baymard Premium access

After months of user testing and research, the most in-depth usability study on e-commerce filtering, sorting and product list design is ready.

Full access to the Product Lists & Filtering Usability study includes 10 reports with 94 actionable product list & filtering guidelines, and a benchmark database with more than 7,100 UX performance scores and 3,300 product listing implementation examples.

(Beyond including full access to this E-Commerce Product List & Filtering research study, the Baymard Premium access also include 6 additional studies (Homepage & Category Navigation, E-Commerce Search, Product Details Pages, Cart & Checkout, Mobile E-Commerce, and Account & Self-Service) with a total of 640+ guidelines covered in 71 e-commerce UX research reports)

This research-based and pragmatic toolset will help you achieve the best possible product listing user experience and conversion rate.

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“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.

10 Reports with 94 Research Driven Guidelines for Product Lists & Filtering Perfection

This original usability study focuses on how users browse, filter and evaluate products in e-commerce search results and category pages.

A group of users age 21-56 were recruited to test 19 leading e-commerce sites across 8 different verticals. Despite testing multi-million dollar sites, more than 700 usability issues related to product lists, filtering and sorting, arose during testing. All these issues have been analyzed and distilled into 94 concise guidelines on product list usability.

From this research study you’ll learn what users expect as they interact with product lists on e-commerce sites, what typically goes wrong in the process, why it goes wrong, and exactly what changes to make to avoid these issues. In short: how to design a high-performing product list experience for your users. After all, if users can’t easily browse your product lists, they can’t easily find what they are searching for – and if they can’t find it they can’t buy it.


What you’ll get in the 10 Product Lists & Filtering reports

94 research-based design guidelines divided into 10 categories.

139 user quotes illustrating how users think when looking for products on e-commerce sites.

500+ images from the test sessions for detailed insights on product finding issues and solutions.

60 benchmark case studies of production sites illustrating what works and what doesn’t.

500+ print-optimized pages exploring the user’s product finding experience.

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“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.

Topics Covered in the the 10 Product List & Filtering Reports

10 × Product Lists & Filtering Topics

Product Lists & Filtering

List Layout

Product Lists & Filtering

List Layout

7 Guidelines, 40 Pages

How to create a list layout that bolsters product browsing experiences, with guidelines on the design and features of the overall product list layout, including grid and list layouts.

Product Lists & Filtering

Loading Products

Product Lists & Filtering

Loading Products

5 Guidelines, 28 Pages

How to load items in a product list, including guidelines on how new items should be loaded, how many items should be displayed by default, how to approach novel navigation methods, and more.

Product Lists & Filtering

List Items: Product Info & Thumbnails

Product Lists & Filtering

List Items: Product Info & Thumbnails

16 Guidelines, 74 Pages

Information to include in List Items, formatting and displaying information, displaying product variations as one or multiple List Items, what product thumbnails to display, and more.

Product Lists & Filtering

List Items: Interface & Hit Areas

Product Lists & Filtering

List Items: Interface & Hit Areas

10 Guidelines, 41 Pages

The visual presentation of information as well as the arrangement of interface elements within List Items, including proper labels for numeric specs, showcasing unique product features, List Item hover effects, and more.

Product Lists & Filtering

List Items: Personalization

Product Lists & Filtering

List Items: Personalization

5 Guidelines, 18 Pages

How sites can personalize List Items to suit each unique user by inferring user interests through filtering and sorting observations, context-aware product thumbnails, and contextual compatibility notices.

Product Lists & Filtering

Filtering: Available Filters

Product Lists & Filtering

Filtering: Available Filters

10 Guidelines, 41 Pages

Which filtering types users need to narrow down product lists, incl. thematic filters, considerations for accessory products, user-defined ranges for all numeric filtering values, compatability filters, ‘New Arrivals’, and more.

Product Lists & Filtering

Filtering: Scope & Logic

Product Lists & Filtering

Filtering: Scope & Logic

14 Guidelines, 54 Pages

Common pitfalls and optimizations such as avoiding filter attributes as category scopes, explaining industry-specific filters, and allowing users to combine multiple filter values of the same filter type.

Product Lists & Filtering

Filtering: Interface & Layout

Product Lists & Filtering

Filtering: Interface & Layout

11 Guidelines, 50 Pages

How layout and interface styling can significantly influence the discoverability of filters, incl. how to visually nest sidebar categories, when to truncate filters, and considering a horizontal unified sorting and filtering tool.

Product Lists & Filtering

Sorting

Product Lists & Filtering

Sorting

11 Guidelines, 48 Pages

How to provide innovative and forward-thinking product selection with guidelines on the default sort type, avoiding most alphabetical sorting, sorting interface and scope, as well as the sort types needed.

Product Lists & Filtering

Comparison Tool

Product Lists & Filtering

Comparison Tool

5 Guidelines, 22 Pages

When a comparison tool is appropriate and how both its selection process and comparison page should be designed, when to have a comparison feature, and how to design the compare link and comparison view.

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“The Baymard reports have proven to be an invaluable resource for us. Comprehensive, pragmatic and actionable. We have redesigned our checkout process and made changes to our category pages based on usability guidelines in the reports.

Benchmark: Are Your Product Lists & Filters Better than Macy’s or Nike’s?

Based on the findings from the research study we’ve benchmarked the product list, filtering and sorting implementation of 60 top grossing e-commerce sites in the US and Europe, across multiple years. This provides you with a comprehensive benchmark database with 410+ pages reviewed, 2,100+ screenshots, and 3,200+ examples of the 94 product list usability guidelines.

The benchmark database is fully integrated with the 10 reports, providing you with 60 case studies from the top e-commerce sites, acting as examples and inspiration on how to implement each of the 94 guidelines in the reports.

Furthermore the benchmark database provides an interactive tool for you to review your own site (or your client’s) and compare it directly against the top e-commerce sites.


What You’ll Get in the Product Lists & Filtering Benchmark

Full unrestricted access to the benchmark database with product listing usability reviews of 60 top grossing e-commerce sites.

410+ page designs for systematic design inspiration on a particular page type (Category Lists, Sort Tool, etc).

An interactive review tool to rate your own product listing performance and see how it stacks up to the competition.

7,100+ UX performance scores providing a detailed breakdown of product list and filtering strengths, weaknesses, and common mistakes.

3,200+ best- and worst practice examples, illustrating how to implement the 94 product listing usability guidelines.

Multi-Year Benchmark comparison enabling you to inspect changes to site design and UX performance over time.

Lenovo Logo

“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

Get your 10 reports and benchmark with Baymard Premium

Get instant access to the 10 Product List & Filtering usability reports (along with 71 other e-commerce UX research reports) and the full benchmark database with Baymard Premium access.

Refund policy: We stand by our research and offer you a full 14 days “no questions asked” refund. If you’re not satisfied, simply e-mail us at christian@baymard.com for a full refund.


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“This is very, very useful! Let me check what we can do to improve the usability in the Smashing Shop.

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“Excellent tool – looking forward to using it with our other sites and prototypes as they’re developed.

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