Category pages are often overlooked when optimizing the conversion rate of an e-commerce store.
However, while the homepage is the first touchpoint you have with a visitor, and the product page is the final match before the conversion, category pages are still part of the purchase journey.
They need some love too.
Here are some 10 guidelines on how to build a high-converting category page.
Use clear and understandable category names
If you sell shoes, ‘Shoes’ is a straightforward category name.
Then divide it up into subcategories from there – Men’s, Women’s, dress shoes, athletic shoes, and so on.
Have a consistent style of images
Having consistent images decreases the cognitive load and increases the webpage scannability.
Use the consistent size of product cards
Every product should take up about the same amount of real estate.
Show the number of products available in a category
This way shoppers know how many options they have.
Add relevant filters and allow users to select different filters at once
This makes the search a lot easier for the shopper.
This is especially true if you have lots of products. It’s really hard to find what you need without a filter feature.
You’re saving them time and making their shopping experience better.
Automatically update the page after a filter is selected
Don’t make shoppers take unnecessary actions.
Show prominent product titles, and add further information below the title
This way shoppers don’t need to go back and forth between the product page and category page to get more information.
Show the product price
The reason is the same as before.
Save visitors from taking unnecessary actions.
Simplify the decision-making process of buyers
Showing trending and best-selling items on the top of the page.
Have special category pages (best-sellers, new, sales)
This helps put users into shopping mode and increases the odds of purchase.
Product Pages = Overrated?
When looking at Athletic Greens, we discovered the most unique product page: no product page at all!
As a single-product brand, Athletic Greens’ product page is a simple purchase panel added to their homepage, where you can select your option (single purchase or subscription), and proceed to the checkout.
Although it sounds weird at first, the homepage functions as a complete sales page containing:
- Product reviews from celebrities
- Hero panel with copy and a focused CTA
- Copy describing the quality of the product, with sources
- Copy indicating the benefits of the product
- Lifestyle images
In addition, the purchasing panel integrated into the homepage contains the necessary elements of every product page:
- Product image
- Product description
- CTA and price
- Product benefit copy
- Product options clearly displayed
So, if you sell only one product this might be a better way to do it.
Less friction, more conversions, right?
You can take it a step further: You can create different landing pages appealing to certain demographics that would usually be customers.