We’ve all used online product filtering before. Whether it was to find a certain brand of shoes or the right colored shirt, product filtering can be used on any e-commerce website, even your winery’s! Product filtering helps consumers narrow down a website’s selection from thousands of items to just a handful in order to make the online shopping experience more streamlined. 

For your winery, introducing product filtering could mean a strong advantage over competitors who don’t have product filtering on their sites. In 2013, a kilt retailer called Buyakilt.com (it’s funny, we know) improved their product filter usability which led to a 26 % increase in conversions and a 76.1% increase in revenue (econsultancy.com). Product filtering allows potential consumers to spend more time shopping on your website because it’s easier to browse through your product selection which can lead to more sales of your product. A study by data collecting company, Edgecase, also found that “repeat shoppers who use filters tend to convert 52% more often, on average, while first-time shoppers who use filters post-conversion rates twice as high as those who don’t” (ecommerceinsiders.com). 

Based on a study by the Baymard Institute, “42% of top e-commerce websites lack category-specific filter types for several of their core product categories” and “20% of top e-commerce websites lack thematic filters, despite selling products with obvious thematic attributes (season, style, etc).” The fact is, e-commerce winery websites are not taking advantage of a concept that could greatly help improve their website traffic and sales.

Filtering also allows your consumer to rapidly browse your website for the product they are in search of which, ultimately, increases your site’s search engine optimization. The Baymard Institute found “when users encountered websites that lack basic category-specific filtering, they would give up because they realized they would have to manually locate the items they want.” This fact is especially true in the wine industry where the options for what wine to buy are endless. By making the browsing experience easier for your consumer, they will feel like they are being helped, which will make them feel more inclined to buy from your site (ozcart.com). 

Wine filters can help your company sort by wine type (red, white, rose, etc), varietal, price, producer, appellation, and so on. But your business should also think of seasonal and occasion based filters such as meal pairings, holiday-specific wines, and more. Filters, in the end, exist in order to provide the consumer with quick access to answers and a way to inspire discovery through your website. To see some examples of filters on wine websites, check out Johnathan James Vineyard and Tasting Merchants. 

With very few companies effectively using product filters, the websites that do have an opportunity to stand out in the e-commerce marketplace. Without product filters on your website, you are simply losing out on website traffic and revenue. Highway 29 Creative can create custom product filters for your website in order to improve your user’s experience and increase your online sales. Check out this link to learn more about how we can help or schedule a call below.