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

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Category pages are a standard staple for websites offering multiple SKUs and often take a backseat when it comes to testing and optimization, either due to system constraints or competing ...

Category pages are a standard staple for websites offering multiple SKUs and often take a backseat when it comes to testing and optimization, either due to system constraints or competing priorities.

So when it comes time to create a new site, radical redesign or a different content management system, what is the most effective approach?

In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal category page design changes that are consistently increasing clicks and conversions across multiple industries.

Here are some of the key questions our research findings looked to answer:

• Should I include an “Add to Cart” button?
• How much product information should I display?
• Does introductory content on the page impact engagement?
• What’s the most effective way to organize my products?

**PLUS: Live Optimization**

To help you apply the research covered during the Web clinic, time will be reserved for live analysis of audience-submitted category page designs. If you would like your live design or conceptual wireframe reviewed, please submit it below.

Please Note: By filling out the form below you agree to receive invitations to future MarketingExperiments events and information from our educational partners.

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  • 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
  • Allen
  • 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.
  • Arron
  • 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.

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

  • 1. #WebClinic Category Pages That Work Recent research reveals design changes that led to a 61.2% increase in product purchases
  • 2. #WebClinic We’re sharing on Twitter! #WebClinic
  • 3. #WebClinic An Experiment
  • 4. #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]
  • 5. #WebClinic Category Page A
  • 6. #WebClinic Category Page A
  • 7. #WebClinic Category Page B
  • 8. #WebClinic Category Page B
  • 9. #WebClinic Side-by-Side Version A Version B
  • 10. #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%
  • 11. #WebClinic Category Pages Tested How can one category page design outperform another?
  • 12. #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
  • 13. #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.
  • 14. #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
  • 15. #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.
  • 16. #WebClinic Type #1: The Objective-Minded
  • 17. #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
  • 18. #WebClinic The Objective-Minded 1. In the control, critical pieces of information are difficult to locate, specifically: • The workshop focus • The location • The date
  • 19. #WebClinic The Objective-Minded 1. In the treatment, each of these pieces of information are sequenced and flow from a natural eye path.
  • 20. #WebClinic From This, To This…Protocol ID: TP1726 From this Subcategories are presented in a way that’s difficult to scan.
  • 21. #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.
  • 22. #WebClinic From This, To ThisProtocol ID: TP1283 From this All of the different product category links are stacked above the browsing area.
  • 23. #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.
  • 24. #WebClinic From This, To ThisProtocol ID: TP1453 From this Categories are difficult to immediately identify and the search bar is de- emphasized.
  • 25. #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.
  • 26. #WebClinic Type #2: The Experience-Motivated
  • 27. #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
  • 28. #WebClinic From This, To This …Protocol ID: TP1726 From this “Browse Categories” provides only instructional-level guidance.
  • 29. #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
  • 30. #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.
  • 31. #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.
  • 32. #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.
  • 33. #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
  • 34. #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]
  • 35. #WebClinic Category Page A
  • 36. #WebClinic Category Page A
  • 37. #WebClinic Category Page B
  • 38. #WebClinic Category Page B
  • 39. #WebClinic Category Page B
  • 40. #WebClinic Side-by-Side Version A Version B
  • 41. #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%
  • 42. #WebClinic Category Pages Tested Summary
  • 43. #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
  • 44. #WebClinic Live Optimization Category Pages
  • 45. #WebClinic Live Optimization http://bit.ly/17dE5Xj #WebClinic Serenity Living Primary Objective: B2C furniture sales Primary Audience: Customers looking for modern furniture
  • 46. #WebClinic Live Optimization http://bit.ly/1a7yhzs #WebClinic Nassco Primary Objective: B2B sales Primary Audience: Janitorial managers
  • 47. #WebClinic Live Optimization http://bit.ly/16PuVpG #WebClinic Gypsy Primary Objective: B2C sales Primary Audience: Customers shopping for jewelry
  • 48. #WebClinic Live Optimization http://bit.ly/1gmZd4m #WebClinic Plushbeds Primary Objective: B2C sales Primary Audience: Customers shopping for a mattress