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#WebClinic
Category Pages That Work
Recent research reveals design changes that led to a 61.2%
increase in product purchases
#WebClinic
We’re sharing on
Twitter!
#WebClinic
#WebClinic
An Experiment
#WebClinic
Background
Background: A company offering training tools for professional-grade strength and
conditioning.
Goal: To increase orders from the website.
Research Question: Which category page will generate the highest order rate?
Test Design: A/B variable cluster test
Experiment ID: TP1665
Record Location: MECLABS Research Library
Research Partner: [Protected]
#WebClinic
Category Page A
#WebClinic
Category Page A
#WebClinic
Category Page B
#WebClinic
Category Page B
#WebClinic
Side-by-Side
Version A
Version B
#WebClinic
Conv. Rate % Rel. Change Stat. Conf.
Version A 1.67% 19.9%
Version B 1.37% --
Relative Increase in Order Rate
Category template A increased visit order rate by 19.9%
20%
97%
#WebClinic
Category Pages Tested
How can one category page design outperform
another?
#WebClinic
Category Pages Tested
1. Similar to shopping carts and transactional pages, category pages are a critical step by
which you, the marketer, are tasked to maintain cognitive momentum generated by
the channel or its landing page.
FKey Principles
#WebClinic
Cognitive Momentum
Product Page Cart Page #1 Thank You PageChannel Category Page Cart Page #2
High
Low
CognitiveMomentum
Goal: To obtain a
conversion
Commitment.
Goal: To engage visitor and lead them to
the most relevant value.
Goal: To maintain the cognitive momentum generated by the
product page.
• The overall objective of a category page is to maintain as much forward momentum as possible from
the channel and/or “directory page” to the “product” page.
#WebClinic
Category Pages Tested
1. Similar to shopping carts and transactional pages, category pages are a critical step by
which you, the marketer, are tasked to maintain cognitive momentum generated by
the channel or its landing page.
2. A meta-analysis of our experimentation revealed no “best practice” template.
However, it did reveal two underlying patterns of visitor motivation that can impact
both the clickthrough and even conversion commitment:
1. Objective-motivated (Hunters)
2. Experience-motivated (Browsers)
FKey Principles
#WebClinic
Category Pages Tested
Today, we are going to walk through
two visitor types and how each motivation is
addressed in top performing category page designs.
#WebClinic
Type #1:
The Objective-Minded
#WebClinic
The Objective-Minded
1. Some visitors are motivated by a present objective in their mind. Their primary
concern surrounds the time it takes to find a pre-determined substance of interest
within the primary eye path.
2. To match this visitor motivation type, we must ensure our category pages provide
the visitor with the ability to accomplish their objective with little to no distraction.
The key design metric is speed (# of clicks).
FKey Principles
#WebClinic
The Objective-Minded
1. In the control, critical pieces of
information are difficult to
locate, specifically:
• The workshop focus
• The location
• The date
#WebClinic
The Objective-Minded
1. In the treatment, each of these
pieces of information are
sequenced and flow from a
natural eye path.
#WebClinic
From This, To This…Protocol ID: TP1726
From this
Subcategories are presented
in a way that’s difficult to
scan.
#WebClinic
From This, To This …Protocol ID: TP1726
From this To this
16.7%Increase in Clicks
Same exact text is re-presented
for each category.
#WebClinic
From This, To ThisProtocol ID: TP1283
From this All of the different product
category links are stacked
above the browsing area.
#WebClinic
From This, To This
To this
Protocol ID: TP1283
From this
19.8%Increase in Purchases
Product hunting is simplified and clicks are
reduced with steps.
#WebClinic
From This, To ThisProtocol ID: TP1453
From this
Categories are difficult to immediately
identify and the search bar is de-
emphasized.
#WebClinic
From This, To This
To this
Protocol ID: TP1453
From this
12.8%Increase in Clicks
Search bar is in the primary eye path and
categories match main product types.
#WebClinic
Type #2:
The Experience-Motivated
#WebClinic
The Experience-Motivated
1. Some visitors are motivated by the experience of shopping. They do not feel
concern for identifying a substance of interest, rather, they are focused on
discovering a substance of interest.
2. To match this visitor motivation type, we must ensure our category pages achieve
two secondary objectives:
Objective #1: Education
Objective #2: Discovery
FKey Principles
#WebClinic
From This, To This …Protocol ID: TP1726
From this “Browse Categories” provides only
instructional-level guidance.
#WebClinic
From This, To This …Protocol ID: TP1726
From this To this
10.8%Increase in Orders
“Most Popular” provides social-level
guidance, a common driver of human learning.
No Diff.
in Clickthrough
#WebClinic
From This, To ThisProtocol ID: TP1033
From this
Only the top level categories are clickable
and somewhat hidden, providing
immediate question as to what’s next.
#WebClinic
From This, To This
To this
Protocol ID: TP1033
From this
23.2%Increase in Clicks
Products get their own links, each category
gets its own button, and a comparison chart
link is provided.
#WebClinic
From This, To ThisProtocol ID: TP1085
From this Immediate discovery is limited
to specs, “featured” and top
sellers.
Key categories of discovery are
also out of the primary eye path.
#WebClinic
From This, To ThisProtocol ID: TP1085
From this
146.4%Increase in Add-to-Carts
44.4%Increase in Product Clicks
Discovery is immediately aligned with what’s
new, saving, customization, and user feedback.
To this
#WebClinic
Background
Background: A company offering training tools for professional-grade strength and
conditioning.
Goal: To increase orders from the website.
Research Question: Which category page will generate the highest order rate?
Test Design: A/B variable cluster test
Experiment ID: TP1631
Record Location: MECLABS Research Library
Research Partner: [Protected]
#WebClinic
Category Page A
#WebClinic
Category Page A
#WebClinic
Category Page B
#WebClinic
Category Page B
#WebClinic
Category Page B
#WebClinic
Side-by-Side
Version A Version B
#WebClinic
Conv. Rate % Rel. Change Stat. Conf.
Version A 2.78% --
Version B 4.47% 61.2%
Relative Increase in Purchases
The new category template B increased visit order rate by 61.2%
61%
99%
#WebClinic
Category Pages Tested
Summary
#WebClinic
Summary
1. While we haven’t discovered a “best practice” template, we did uncover two
underlying patterns of visitor motivation that can impact both the clickthrough and
even conversion commitment.
2. The objective-minded is primarily concerned with the time it takes to find a pre-
determined substance of interest.
3. The experience-motivated is primarily focused on discovering a substance of interest.
FKey Principles
Category Pages That Work: Recent research reveals design changes that led to a 61.2% increase in product purchases
#WebClinic
Live Optimization
Category Pages
#WebClinic
Live Optimization
http://bit.ly/17dE5Xj #WebClinic
Serenity Living
Primary Objective: B2C furniture sales
Primary Audience: Customers looking for
modern furniture
#WebClinic
Live Optimization
http://bit.ly/1a7yhzs #WebClinic
Nassco
Primary Objective: B2B sales
Primary Audience: Janitorial managers
#WebClinic
Live Optimization
http://bit.ly/16PuVpG #WebClinic
Gypsy
Primary Objective: B2C sales
Primary Audience: Customers shopping
for jewelry
#WebClinic
Live Optimization
http://bit.ly/1gmZd4m #WebClinic
Plushbeds
Primary Objective: B2C sales
Primary Audience: Customers shopping
for a mattress

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Category Pages That Work: Recent research reveals design changes that led to a 61.2% increase in product purchases

Editor's Notes

  1. We’d like to promote the online testing course and give an exclusive discount to web clinic attendees. The discount is for $100 and expires 10/31. The discount code is 481-OC-3007 and they can use the code at MECLABS.com/OnlineTesting
  2. Allen
  3. Liz: Not sure if this is the category level or type you were hoping to see for this webinar, but I have just finished adding content to the top three category levels we have and am wondering what you would expect to see as a result of this effort.
  4. Arron
  5. Michael: We just launched a new version of our website & offer 3 new latex mattress collections, each in 3 different sizes. Our concern is if we're obstructing the sales process by offering too many options to visitors.