Elimination by aspects
Faced with many options, people take one attribute at a time and discard everything that fails it.
Where it applies
Two of the eight page areas.
How to use it
Four ways to use it, and one to avoid.
- Lead filters with the attributes shoppers screen on first, such as size, compatibility, price band and in stock.
- Show result counts.
- Allow multi-select.
- Show applied filters as removable chips.
- Avoid: pre-applied filters that silently hide cheaper or better options, which could mislead.
What the research found
A formal choice model, with filters estimated to improve hotel bookings.
Filter and sort tools were estimated to bring 33% more searching and 17% more utility from the hotel booked.
Tversky's is a formal choice model rather than a measured effect. Using hotel-booking clickstream data from a travel website, Chen and Yao estimated that sort and filter tools led to 33% more searching and 17% higher utility from the hotel booked.
Key research
Two sources, each checked.
Last reviewed
Before you use it · UK law
Pre-applied filters that silently hide cheaper or better options could mislead; keep the applied state visible.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.