Etsy Rejects Additional Customer Review Filters After This A/B Test
Etsy ran this a/b test where they showed additional customer review filters on selected product detail pages. The test was eventually rejected it seems. This might mean that either the control was in fact better, or equally likely, the variation simply wasn't significant enough.
Highlighted UI Changes From This Leak
Here we can see additional customer filters being added for two more variables: "With photos" and "Filter by rating". Given that in past experiments we usually observed authentic customer photos perform better, I'm doubting that this had a negative effect. Could the rating filter have allowed customers to shift focus on only the negative reviews in a less balanced state? Hard to say.
Greater Visibility Through Button Styles
As part of this variation, all three filters also gained additional visibiltiy from a ghost button style (with a thin border). Given that buttons usually gain more attention, could this have come at a cost to other critical elements or actions?