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On-Site Product Filtering: The Science Behind Why Your Customer Review Sorting is Confusing Customers

On Site Product Filtering: The Science Behind Why Your Customer Review Sorting is Confusing Customers

In both the Baymard Institute’s qualitative and quantitative e-commerce tests, findings show that online shoppers expect customer ratings sorting to function differently from how it’s currently implemented on 86% of major ecommerce sites. This mismatch was observed to cause great user frustration and curtailed the subjects’ ability to find what they considered highly rated products.

Below, we’ll outline why users expect customer rating sorting to function differently, how you can align your sorting logic with user expectations and provide examples from leading e-commerce sites which already have this new sorting logic implemented.

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