Sorting

Question 1

How do users judge whether a category has what they’re looking for, and what issue can arise if the products aren’t representative?

Answer 1

Users quickly judge whether a category is likely to have what they’re looking for based on the first few products in the product list. If the products aren’t representative of the list as a whole, some users will assume the list doesn’t contain products of interest and may abandon their search prematurely.

Question 2

How can the first few products in a category list be made more representative of the entire category?

Answer 2

Ensure that the first 10 to 20 products reflect the diversity of all major product types within the category by setting “Relevance” as the default sort type and implementing it as a diversity-based matrix. This approach ensures that users see a representative sample of the category, helping them quickly determine if the list contains products of interest.

Question 3

Why is it important for the first few products in a category list to be representative of the entire product selection?

Answer 3

When browsing for products, users quickly judge whether a category is likely to have what they’re looking for based on the first few products in the list. If these first few products aren’t representative of the product selection as a whole, some users may assume the list doesn’t contain what they’re looking for and may abandon the category or leave the site entirely. During testing, participants were often misled into thinking the product selection was much narrower than it really was based solely on the default sort order.

Question 4

How do users typically judge whether a category of products has what they’re looking for when browsing, and what impact does the default sort order have on their perception?

Answer 4

Users quickly judge whether a product category is likely to have what they’re looking for based on the first few products in the list. If these initial products are not representative of the overall product selection, some users may assume the category doesn’t contain what they’re searching for and might abandon the category or leave the site entirely. During testing, it was observed that participants were often misled into believing the product selection was much narrower than it actually was due to the default sort order.

Question 5

What have multiple rounds of testing revealed about how users evaluate product lists, and what are the consequences of presenting an unrepresentative sample of products?

Answer 5

Multiple rounds of testing have shown that users are quick to judge whether a product list has something of interest to offer them, often making this evaluation based on the first few products or a very brief scroll of the list. If users are presented with an unrepresentative sample of products, they are likely to assume that the product list lacks a wide selection and may abandon their current browsing strategy or leave the site entirely.

Question 6

What issues arise from using default sort types like “Best Selling” and “Popularity,” and what should be considered when setting a default sort type for product lists?

Answer 6

Default sort types such as “Best Selling” and “Popularity” can still cause issues because they may lack diversity at the top of the product list. For instance, sorting by “Best Selling” might predominantly display sneakers or athletic shoes, causing users to overlook other types of shoes like dress shoes, sandals, and boots. While “Best Selling” and “Popularity” can be useful factors, they should not be the only factors considered for the default sort type. It’s important to ensure that the default sort order represents the full breadth of the category to avoid misleading users about the variety of products available.

Question 7

How does the limited visibility of products within the mobile viewport impact user behavior, and what are the consequences of a product list that lacks diversity on mobile?

Answer 7

The limited visibility of products within the mobile viewport means that very few products are typically visible at a time. As a result, the effects of a product list that lacks diversity can be even more detrimental on mobile. Mobile users may need to scroll significantly to discover the full breadth and diversity of the product list, making them more likely to abandon the site if they don’t quickly find what they’re looking for. This can lead to higher bounce rates and lower user satisfaction on mobile platforms.

Question 8

What strategy should be used to ensure users see a representative and varied set of products at the top of a product list, especially for very broad or combined categories?

Answer 8

To ensure users see a representative and varied set of products at the top of the product list, use a diversity-based default sort type, such as “Relevance.” This approach is particularly important for very broad or combined categories, which need to immediately communicate to users that they are in the right place by showing a diverse array of products at the top. On desktop, the category breadth can be effectively displayed by representing all the main product types within the first 20 or so products, and within the first 10 or so on mobile due to fewer products being visible at once. For instance, a product list of running shoes should include a variety of running shoes from different brands, price points, and styles (e.g., “Trail running,” “Road running,” “Waterproof,” etc.) to showcase the full range of options available.

Question 9

How should the default “Relevance” matrix be adjusted for industries with seasonal categories, and what were the findings from testing apparel sites?

Answer 9

For industries with seasonal categories, the default “Relevance” matrix should incorporate the change of seasons. For example, during testing on apparel sites, multiple participants were disappointed when searching for jackets and finding lightweight items such as blazers at the top of the list. Given the cool season at the time of testing, surfacing heavier jackets would have been more relevant and appropriate. Adjusting the “Relevance” matrix to reflect seasonal changes ensures that the products displayed meet current user needs and expectations, improving their browsing experience.

Question 10

What are the issues in sorting a product list by “Popular” or Best-Selling”?

Answer 10

1. A sort type like “Best Selling” may bias the results towards certain product types on the site while neglecting to showcase the full diversity of products available
2. “Popular” and “Best Selling” do not carry any implications of personalization or site control over what items are shown first in the list

Question 11

What issues can arise from using “hard” filter boundaries and irrelevant sort orders, and what are the recommended sort types for product lists?

Answer 11

“Hard” filter boundaries can cause users to miss out on relevant products that fall just outside their parameters, while irrelevant sort orders make it harder for users to find products that match their needs.

Question 12

What sort types should always be offered for product lists, and what additional considerations should be taken into account for category-specific sorting?

Answer 12

Always offer the following sort types for product lists:

1. Price
2. User Rating
3. Best Selling
4. Newest

Additionally, consider offering category-specific sort types that reflect the 1-3 most important product attributes for that category. Avoid using alphabetical sort types, except for “Brand” if relevant, and avoid redundant sort options to maintain an efficient and user-friendly sorting system.

Question 13

How do filters and sorting work together to help users contextualize and organize product lists?

Answer 13

Filters and sorting work together to help users contextualize and organize product lists by allowing them to reorder the product list based on certain criteria. This makes the process of finding suitable products easier and more efficient, enabling users to compare products in a relevant ranking.

Question 14

What benefits do sorting options provide to users when browsing product lists?

Answer 14

Sorting options provide benefits by making the process of finding suitable products easier and more efficient. They help users compare products based on relevant criteria, allowing them to organize the product list in ways that are meaningful to them.

Question 15

What issues can arise from providing only limited sort options on a website?

Answer 15

Providing only limited sort options can make it more difficult for users to find the products they most want to see. During testing, participants had a harder time locating desired products when the sites offered restricted sorting choices.

Question 16

How can hard filter boundaries and irrelevant sort orders impact users?

Answer 16

Hard filter boundaries can cause users to miss out on relevant products that fall just outside their parameters, and irrelevant sort orders can make it harder for users to find products that match their needs.

Question 17

What sort types should always be offered for product lists, and what should be avoided?

Answer 17

Always offer “Price,” “User Rating,” “Best Selling,” and “Newest” sort types for product lists. Consider offering additional category-specific sort types that reflect the 1–3 most important product attributes. Avoid alphabetical sort types, except for “Brand” if relevant, and redundant sort options.

Question 18

What is the difference between filters and sorting in product searches?

Answer 18

Filters set a “hard” boundary, defining a set of criteria that the product must match, such as only seeing shirts that cost less than $50. Sorting provides the user with a “soft” boundary by listing all available products ranked according to a certain attribute, such as seeing all shirts ordered by “Price” from least to most expensive.

Question 19

Why is sorting valuable for users compared to filters?

Answer 19

Sorting allows users to browse within a desired range without defining specific cutoff points, providing a broader array of options. This is valuable for users who desire more options and for those with less domain knowledge, as filters can be more intimidating and difficult to use.

Question 20

What should the default sort type ensure, and what are the four most commonly sought-out sort types by users?

Answer 20

The default sort type should ensure diversity at the top of the product list. Across multiple rounds of testing, the four most commonly sought-out sort types by users, once they had a good grasp of the breadth of the category, are:

1. Price (both “low to high” and “high to low”)
2. User Rating
3. Best-Selling
4. Newest

Question 21

Which sort type was most commonly applied by participants, and how should it be configured?

Answer 21

“Price” was the most commonly applied sort type, with participants most often opting to sort from least to most expensive. However, participants also occasionally sorted from most to least expensive to view items they considered more exclusive or feature-packed. Therefore, “Price” is the only primary sort type that should always be bidirectional

Question 22

What are the 3 implementation details that were observed that should be considered when deciding on how product lists can be sorted?

Answer 22

1. Consider providing category-specific sort types for relevant product types
2. Avoid alphabetical sorting, except sorting by “Brand”
3. Remove redundant sorting options

Question 23

What is the purpose of sorting a product list alphabetically, and why is it not practical or helpful for most users?

Answer 23

The purpose of sorting a product list alphabetically is to group certain items at the top of the list (e.g., those beginning with “A”) or to group similarly named items together. However, during testing, not a single participant wanted to sort for these purposes. Even if a user wanted to sort alphabetically, they would need to be familiar with the product catalog and how items are titled. Naming conventions can vary from site to site and within the same catalog, requiring sites to process manufacturer-supplied product names to ensure a predictable sort order. Thus, sorting alphabetically is not something that the vast majority of users will find helpful or practical.

Question 24

Why are separate sorting links often overlooked by users, and what is the consequence of this?

Answer 24

Separate sorting links are often overlooked by users and tempt sites to implement too few sort types.

Always use a native or custom-designed drop-down UI for sorting.

Question 25

How should the sorting feature be implemented to avoid users overlooking or misinterpreting it, and why?

Answer 25

To avoid users overlooking or misinterpreting the sorting feature, always implement it as a drop-down and never as links. Steering away from web conventions is only warranted if the alternative offers a vastly superior user experience. For sorting, the drop-down presentation has become an established web convention that effectively aids user interaction.

Question 26

Why should sorting links be avoided in favor of a drop-down menu for sorting features?

Answer 26

Sorting links are unconventional, and users will not be looking for that implementation, risking “blindness” where they may ignore certain page elements that don’t look relevant. Therefore, it is better to use a drop-down menu for sorting features to ensure they are easily noticed and used by users.

Question 27

What was the most popular sort order chosen by test participants during the product-finding process?

Answer 27

Sorting by “Price” was the most popular sort order chosen by test participants over multiple rounds of testing. This option was often selected at the start of the product-finding process just after arriving on product lists.

Question 28

Why might terms like “Lowest Price,” “Price (lowest),” and “Price Low” be problematic for some users?

Answer 28

Although the terms “Lowest Price,” “Price (lowest),” and “Price Low” seem reasonably clear, there is no explicit mention of the direction of the sort in these terms, and this ambiguity can be troublesome for some users.

Question 29

What happens when users are unable to quickly discern the sort order of the product list?

Answer 29

When users are unable to quickly discern the sort order of the product list, it interrupts and slows product finding.

Question 30

How should the current sort order be displayed on both desktop and mobile sites?

Answer 30

Ensure that the current sort order is visible by default on both desktop and mobile sites. Avoid using “Sort by” as the selected sort order and place a “Sort by” label next to the drop-down.

Question 31

What are the consequences if users cannot quickly determine the sort order of a product list?

Answer 31

If users are unable to quickly determine the sort order of the product list, they can’t easily put the list into context or decide if changing the sort option or adding filters would help them find suitable products.

Question 32

How can you avoid delaying and interrupting users who are trying to determine the active sort order of a product list?

Answer 32

To avoid delaying and interrupting users trying to determine the active sort order of the product list, display the active sort order as the current selection of a drop-down menu above the list. When the sort order is displayed without users having to click on the sorting drop-down, tailoring the product list takes less effort and time.

Question 33

How should a site label sorting options?

Answer 33

1. Have a “Sort By” label as standalone text outside of the sorting drop-down
2. Include the “Sort By” label as a part of the default sorting option name (i.e. “Sort by Price” and “Sort by Customer Rating”)

Question 34

What was one of the most popular sort types observed in testing, and why did participants favor it?

Answer 34

One of the most popular sort types observed in testing was sorting by “User Ratings.” This type of sorting taps into the collective social wisdom provided by ratings and reviews. As one participant stated, “People have done the research for me.”

Question 35

How did participants use the “User Ratings” sort type during testing, and what issue can arise if it prioritizes high rating averages over the number of ratings?

Answer 35

During testing, participants often used the “User Ratings” sort type as a proxy for seeing “high-quality” and popular products at the top of the product list. However, if sorting by “User Ratings” prioritizes high rating averages over the number of ratings, the resulting product list may fail to sort products in a way that best matches users’ preferences.

Question 36

How do some sites rank products when sorting by “User Ratings,” and why can this be problematic for users?

Answer 36

When sorting by “User Ratings,” some sites will position a product with a 5-star average rating, based on a single rating, before a product with a 4.8-star average based on 18 ratings. Technically, this rank order is correct since the first product has a higher average. However, nearly all users will find the first product to be a less trustworthy choice and are more likely to explore the latter option with more ratings.

Question 37

How do users generally perceive products with a low number of ratings compared to those with a higher number?

Answer 37

During testing, most participants assumed that a small number of perfect ratings were either coincidental (“a fanboy”) or manipulated. In contrast, the reliability of averages based on higher numbers of ratings was not questioned. Participants’ skepticism decreased when the average was based on 5 or more ratings, but some preferred even higher numbers (100+) before viewing the average as truly reliable. This demonstrates the importance of the number of ratings on users’ interpretation of ratings information.

Question 38

What was the user response when test sites sorted products by “User Ratings” based only on the ratings average?

Answer 38

When test sites sorted products by “User Ratings” based only on the ratings average, participants often found the sort order untrustworthy and abandoned using this sort type once they saw products with only a few ratings placed first. Some participants even concluded that the site had very few user ratings in general, even when products with 20+ ratings were available farther down the list. This issue is exacerbated on mobile, where the narrow viewport results in fewer visible product list items at once.

Question 39

How should the sorting logic be adjusted to better match user expectations when sorting by “User Ratings”?

Answer 39

To better match user expectations and the intent of sorting by “User Ratings,” the sorting logic should take into account the number of ratings and not focus solely on the average score. For instance, a product with a 4-star average based on 27 ratings and a product with a 4.5-star average based on 32 ratings should be placed before a product with a 5-star average based on only 5 ratings.

Question 40

What is the best way to incorporate both average rating and the number of ratings into the sorting logic?

Answer 40

The best way to incorporate both average rating and the number of ratings into the sorting logic is by accounting for a combination of both factors. This method involves a more complex equation rather than a simple high-to-low logic. Although this makes the sorting logic less transparent to users, testing has shown that this issue is less severe compared to listing products with 5-star averages first based on only a handful of ratings.

Question 41

What is a less sophisticated method to ensure that products with a low number of ratings are not ranked highly?

Answer 41

A less sophisticated method is to specify a minimum number of ratings a product needs for its ratings average to be used by the “User Ratings” sort type. For example, a ratings average would only be assigned to products with 5 or more ratings. This ensures that products with a very low number of ratings will never appear highly ranked, even when the average rating is high.

Question 42

What challenges arise when sorting a list of products alphabetically by title, name, or description?

Answer 42

Sorting a list of products alphabetically by title, name, or description requires the user to be able to predict the site’s or product manufacturers’ naming schema. In practice, this is never the case, and such alphabetical sorting often leads users on detours or becomes a direct dead-end.

Question 43

When is it appropriate to sort a product list alphabetically?

Answer 43

If products can be sorted alphabetically by “brand” and is labeled as such

Question 44

Where is the sort tool typically placed on e-commerce sites, according to the benchmark study?

Answer 44

The sort tool is typically placed right above the product list. This placement is somewhat of a web convention, as the benchmark study found that every one of the top 50 e-commerce sites (that have a sort tool) place it in this position.

Question 45

How prevalent is the practice of having the sorting drop-down both at the top and bottom of product lists among top e-commerce sites, and why should it be implemented?

Answer 45

Currently, only 20% of top e-commerce sites have the sorting drop-down both at the top and bottom of their product lists. Despite its low prevalence, this option is highly relevant and context-enriching in both places. Therefore, it is recommended to display the sorting drop-down not only at the top of the product list but also at the bottom. This setup reminds users how the list is currently sorted and offers an alternative to loading additional products if the first 25 to 150 items do not meet their needs.

Question 46

What positive sorting positioning pattern was revealed during testing, and why is it beneficial?

Answer 46

esting revealed that placing an additional sorting drop-down at the bottom of the product list (in addition to the top) serves a dual purpose and is currently underutilized by most sites.

1. Alternative to Loading More Products: If users have scrolled through the initial set of 25 to 150 products and haven’t found what they are looking for, they will encounter a ‘Load more’ button. At this point, suggesting a change in the display sequence is a valid alternative to loading more products.
2. Increased Visibility and Relevance: When users scroll through many products, they often do not pay attention to how the list is sorted. It is typically only after determining that the list is of low relevance to their search that they consider alternative sort types. Showing the sorting drop-down at the bottom of the list increases its visibility and reminds the user of the current sort attribute at a moment when they are most likely to look for it.

Question 47

Why should sites consider adding an additional sorting drop-down at the bottom of a product list?

Answer 47

1. Users may not have noticed the sorting method when initially scrolling through the list
2. Users may want to change the display sequence if the first page of results did not inspire further exploration