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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 11,400 UX performance scores and 5,500 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 700+ guidelines covered in 70 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.
“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
“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
See All 10 Topics
Product Lists & Filtering
List Layout
Product Lists & Filtering
List Layout
7 Guidelines, 46 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
6 Guidelines, 29 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, 100 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
11 Guidelines, 63 Pages
Presenting and arranging information in List Items, including showcasing 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, 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
Layout and interface styling and 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.
“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, and 5,500+ 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
“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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“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We're very happy with the work Baymard has done for us so far, and I hope we'll have the chance to work together again on future projects.”
“Damn. The reports that the @Baymard folks do cost money, but they're worth it.”
“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.”
