Leverage Ecommerce Faceted Search to Help Increase Conversions and Sales

4590 CD Ecommerce Conversion Rate Optimization May 2022 Header

Increase Your Ecommerce Sales from $1 million to $100 Million

If your customers can’t find what they’re looking for in your online store, they’ll take their business elsewhere. It’s a simple fact. Even if you’ve gone to great lengths to write vivid product descriptions and optimize your site for search engines, poor site navigation will deter most would-be shoppers.

Ecommerce faceted search is a search functionality that lets customers filter products based on granular attributes. In addition to overarching categories such as price range, brand, color, size and rating, you can introduce filters specific to that product category.

For example, someone searching for a notebook can select “lined,” “unlined” or “bullet journal” or choose covers made from different materials.

This makes it easier for customers to find the exact product they’re looking for without wading through pages of irrelevant results. Naturally, this improves the customer experience while increasing conversion rates and sales.

Amazon was one of the early pioneers that introduced faceted search functionality, allowing users to filter search results by product category, brand and other attributes. Today, faceted search is a standard feature on most ecommerce websites and is widely recognized as a pillar of the user experience. 

Here’s how to provide an effective, user-friendly site search experience for your ecommerce site.

Facets vs. Filters

While “facets” and “filters” are often used interchangeably, they have key differences.

Facets refer to product attributes users select to refine search results. Examples include price range, brand, category, color, size and customer ratings. Facets are usually presented as clickable options, which allow users to narrow search results to products that meet their criteria.

Conversely, filters are algorithms that apply a user’s selections to the product database as a search query and return the corresponding results. These include sorting algorithms that organize results based on certain criteria and search results that help users find products matching certain keywords.

Facets and filters are critical components of ecommerce faceted search, and they work together to help users efficiently find the products they’re looking for.

Common Facet Features to Include in All Online Stores

Including the right combination of facets ensures shoppers can find what they’re looking for. This ranges from general filtering options such as price or rating to product- or category-specific facets to narrow down search results further.


Price is the most important search facet for budget-conscious buyers. Users can also select this search facet to compare prices between merchants. By presenting prices in a standardized and easy-to-compare format, users can quickly identify the best value for their money.

Furthermore, retailers can highlight pricing as a marketing tool to attract buyers searching for products within a specific price range.

Quality or rating.

An item’s star rating is a key purchase consideration because it lets potential customers evaluate product quality based on reviews from other buyers.

A 2022 survey from BrightLocal found that 46% of customers trust online reviews as much as recommendations from friends and family.

Filtering ratings enables customers to compare positive and negative reviews to weigh the pros and cons of a purchase.


Shoppers may have a specific brand in mind when searching for a product online. Offering “brand” as a search facet is especially important if your ecommerce store sells goods from multiple brands.

This lets users filter search results only to show products from their preferred brands.


Color may be a key factor in the purchase decision, particularly for items available in multiple colors, such as furniture or clothing. This lets customers quickly identify the color that matches their style.

Thematic filters.

Thematic filters can highlight your store’s unique offerings if you sell niche products. For example, if you specialize in gag gifts, you can include search facets such as “pranks,” “funny gifts” and “bachelor/bachelorette party.”


Search facets should be personalized based on the product category the customer is viewing. For example, if a user searches for Tupperware products, possible category-specific filters include “everyday use,” “meal prep” and “pantry.”

The Final Word

Faceted search solutions help shoppers navigate an ecommerce store’s product catalog with ease. By providing multiple facet options, retailers enable customers to find the right products by applying relevant filters.

This improves the online shopping experience, boosts site usability and enhances the chances of a sale.

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