A/B Testing Idea #16 - Enable the possibility to filter options

Tactic_Enable the possibility to filter options


Adding a sorting option will allow visitors to see the products that interest them without having to spend too much time and effort working out differences in features and costs. The easier and 'smoother' you can make your site experience, the more comfortable and confident your visitors will feel.

Moreover, effectively offering the option to sort products by desired attributes will help customers to make better and more satisfying decisions.

Research has shown that information overload leads people to make worse decisions, or even to reject making one at all. 


  • Cognitive Ease (Khaneman, 2011)
  • Paradox of Choice (Schwartz, 2004)

The Research

Cognitive Ease

The ease with which our brain processes information and how the level of ease impacts how positively we feel about something.

Paradox of Choice

The Paradox of Choice explains the fact that having too much choice can in fact lead individuals to reach less effective and satisfactory decisions that they would have if presented with less choice.

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