A/B Testing Idea #170 - Prioritise your most crucial filters

Tactic_Prioritise your most crucial filters


Re-ordering the filter options and putting the most relevant and important filters first will make for an easier and more pleasurable site experience for your visitors.

Research has shown that people recall the first items in a series best and sometimes don't even really take in information listed towards the end.

Placing the most important filter options first will aid visitors to augment their own user experience on your site.


  • Serial Position Effect (Ebbinghaus, 1913; Murdock, 1962; Glanzer & Cunitz, 1966)

The Research

Serial Position Effect

The Serial Position Effect is the way in which people tend to recall the first and last items in a series best, and the middle items worst.

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