4 Elements of a Winning Category Page
 

4 Elements of a Winning Category Page

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"4 Elements of a Winning Category Page” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook ...

"4 Elements of a Winning Category Page” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook looks at crucial areas such as imagery, search, sort & filter, and "quick view" to help retailers on a path to better customer experiences.

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    4 Elements of a Winning Category Page 4 Elements of a Winning Category Page Presentation Transcript

    • 4 ELEMENTS OF A WINNINGCATEGORY PAGE BEST PRACTICES IN RETAIL WEBSITE TESTING AND OPTIMIZATION, PART 2
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Table of Contents 3 Good News 5 Elements of a Category Page<< < 6 #1 Product Imagery 7 #2 Search> >> 8 #3 Sort and Filtering 9 #4 Quick View 10 Case Study 11 Making It Work 2
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Good News.<< < Your site visitors are moving But don’t get comfortable just yet. along the path to purchase If you don’t serve up what they were searching for (in the right way), and onto the category page. you’ll never get them through to the product details page — or even Maybe it was those powerful worse, the glorious “Add to Cart” moment. calls-to-action or a well-designed> >> navigation experience. Maybe you caught them with SEO or a 3rd party affiliate. $ •••••• So what does it take to keep customers on the path to 3 purchase?
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 It’s really simple A good category page promotes the products in that specific category. d… be surprise<< < ous , but you’d Yes, it s ounds obvi> >> $ $ $ $ Whether visitors are arriving on a All promoted content and offers should All of this is related to achieving your category page from your homepage be designed specifically to serve main goal of moving your customer or from elsewhere on the web visitors’ needs and draw them into forward. A well-designed category page (having found you through search, a meaningful, relevant shopping should drive customers to specific display ads, pay-per-click ads, etc.), experience. product pages or to add a product to it is essential to treat any category their shopping carts. page like a landing page. 4
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Elements of a Category Page If you want your category pages to drive customers to desired behaviors, like clicking through to the cart — or better yet — buying, be sure they offer:<< <> >> Products, Products Filter, Sort, Find. Inspiration. When it comes down and More Products. to it, there are 4 Shoppers know they’re A customer on a From featured products looking for a particular mission shouldn’t have and special offers to type of product. Your site to work too hard to find highlighted brands and should show them plenty a particular product. new sales, there are of relevant options to The ability to search by plenty of ways to inspire help them find the product brands, lines, specific a customer to try new products, add more key ways to optimize they need — and new attributes, price and items to their carts, or a category page… ones to want. beyond will eliminate frustration and be wooed into product encourage buying. upgrades. Don’t pass up the opportunity to sell to 5 motivated shoppers.
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Element #1 Clear category names Product Imagery<< < Maybe it sounds obvious, but from the moment visitors land> >> on a category page, they should see an appealing array of product images. This type of display will draw them into the site to engage with more — such as clicking through to the product pages or even adding items to the cart. With such a small window of time Large images to catch visitors’ attention, the more visual, the better. 6
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Element #2 Search Left-hand search functionality allows the user to interact with search filters<< < Functionality should enable visitors to easily locate product(s)> >> Product search is embedded at the top of the page. based on certain parameters within the category — leading them down the path to purchasing exactly what they are looking “Save this search” functionality allows for (or getting inspired visitors to save a search and file it under for something new!). a specific “search name.” 7
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Element #3 Sort and Filtering Frame icons replace text list.<< < Most major retailers don’t just have a variety of products to offer;> >> they also have many different styles, colors and options for those products. Allowing users to more effectively dive into your offerings will help them see the breadth of your product, understand their choices — and know that you have what they want! Color swatches replace traditional color listings (text) for filtering. 8
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Element #4 Quick View<< < Visual overlays and quick-view functionality empower customers> >> to preview products without having to click through to irrelevant or distracting secondary pages. They also help customers get to the cart faster with fewer clicks needed to reach the end goal. Quick-view pop-in that occurs when a product is clicked is unique because you do not have to “X” out the window to see the new product. 9
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 One Category, Multiple Paths to Inspiration Case Study: Global Electronics Retailer CHOICE CHOICE A B<< < Objectives: To determine which product family imagery resonates with visitors and drives engagement on the Printer Hub Page.> >> Test Format A/B/C — Changed the subcategory imagery to reflect lifestyle images versus C WINNER! output focused images. CHOICE Results: While visitors engaged more with imagery that focused on the product, users who engaged with the “output image” were more likely to purchase. 10
    • 4 Elements of a Winning Category Page : : Best Practices in Retail Website Testing and Optimization, Part 2 Give ‘Em What They Want<< < Shoppers who arrive That focus narrows the By testing and optimizing at any given category parameters of content and dedicated category pages, page already know what offers, but it opens up you’ll get to know your direction they want to the options for creativity in customers and how to serve go — or at the very least highlighting specific offerings them better — information have an idea. and products — and for that helps you move them really understanding what to the product pages, and captures the attention of maybe even the cart. your target customers. What are you waiting for? Better catego ry pages. Bet ter ROI. 11 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.