The company
Modibodi is a leader in sustainable and reusable absorbent apparel, offering its products to consumers worldwide through its ecommerce store.
With a wide range of styles, fits, and colors available on that ecommerce store, it's crucial that Modibodi's customers have access to relevant filters to help them find what they want—and to have a great shopping experience.
The challenge
After launching the brand's "All Gender Collection", the Modibodi team worked with Contentsquare to run a performance analysis—and uncovered 4 actionable insights on their product listing page filters within just 1 week.
Observation #1: of all the options, the best-converting filter was "Sort", with a conversion rate per tap of 16.7%. However, only a very small group of users were engaging with it.
Observation #2: the filter with the highest engagement was "Size". However, this filter sat quite low down on the page as the fourth filter option), meaning it was not being seen by visitors as easily or as often as others.
Observation #3: the "Type" filter option performed quite well with shoppers, with a 5.25% conversion rate per tap. Even so, it was still engaged with less than half as often as the “Size” filter.
Observation #4: The "Absorbency" filter was engaged with as often as the “Type” filter, but did not promote conversions.
Using Impact Quantification, the Contentsquare team was able to show Modibodi that more shoppers were converting if they had applied filters. If 10% more shoppers applied filters, it could earn Modibodi an additional $13.6K in monthly revenue.
Recommendations
Consider re-ordering the filter options according to their engagement and conversion power—particularly the “Size” filter, which has a lower exposure level than other filters, despite its high engagement and conversion power.
The results
Since raising it higher up the list, the "Size" filter has generated +122% more revenue per click.
In addition, the revenue per click for the “Apply Filters” call-to-action has more than doubled—from $5.80 to $11.90 per click.
In fact, increasing the exposure of the “Size” filter not only increased engagement for the “All Gender Collection” listing page, but also increased click rate and revenue through all PLPs and all filters by +23% on mobile—and led to an increase in revenue of +5% on desktop.
The final numbers
With the help of Contentsquare, Modibodi was able to surface these insights and implement these seemingly insignificant changes to secure an additional $4.4k on mobile, and an additional $5.4k on desktop monthly.
