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3 Category Page Conversion Hacks

This section offers three ways to solve a problem. See more on Linkedin.com/in/ahern

Category pages or, as Shopify calls them, collection pages are the gateway to individual products. When these pages are laid out incorrectly fewer products are viewed and purchased. Adding the following often results in a lift of 20%-80% product page traffic of 20% to 80%.

1. Call to Action

   Make sure you have a call to action button. Many e-commerce themes don’t. Test an “add to cart” CTA against a “view details” CTA. Since “add to cart” goes to the product page this also can be tested to the cart depending on the number of items normally purchased. If you go directly to the cart there are less upsells. CTAs will have a significant lift on desktop and a small lift on mobile. Be careful with having more than one CTA. such as “add to cart,” “view details,” “quick view,” etc. Always test these. The goal is to get them to the product page, not stall them as they decide on purchasing.
   

2. Images
   People are subconsciously persuaded by images. Make sure your product images are enticing. If you have rollovers make sure rollover images are not critical since mobile viewers often can not see them. The presentation of the grid of products depends on the content in each box, In general desktop should be three or four columns and mobile should be one column.

3. Text
   The text should always be tested. Options are title, 3-5 word description of benefit, on sale, and price anchoring format. Some sites have product configuration options that are shown when you click Add to Cart. This needs to be tested, especially on Mobile.

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