Case Study: Vergelijk.nl achieves 8% site-wide increase in filter usage with Optimizely

Vergelijk.nl optimizes a central part of their e-commerce experience

Vergelijk.nl, part of the Dutch Compare Group, is one of the Netherlands’ largest price- and product-comparison sites, listing over four million products from 2,600+ stores. Focused on a straightforward user experience, their team discovered in usability testing that visitors rarely used category-page filters—even though customers repeatedly asked support questions that filters could answer—so they needed a low-effort way to boost self-service navigation without heavy engineering.

Using Optimizely A/B tests, they changed only two filter titles from “Brand” and “Price” to friendlier questions: “What brand do you want?” and “What is your budget?” That simple wording tweak increased filter usage site-wide by 8%, raised Brand filter usage by 178% and Price by 22.3%, generated unsolicited positive feedback about easier navigation, and proved a fast, effective way to improve the user experience.

Vergelijk.nl

Inge Nachtegaal

User Experience Researcher, Vergelijk.nl