Step 2: Design your product categories with customers in mind
When developing product categories, the customer’s perspective should always be taken into account. What really motivates him to buy? What information absolutely has to be integrated into the listing for which product?
To optimise conversion rates in marketing with the help of product categories, shop operators can turn the following screws:
Products can be grouped according to the criteria and characteristics described above. Finally, you can use these groupings for your menu and define main and submenu items.
To give your menu an extra boost, you also have the option to display the categories in a personalised order. This means that a customer who is mainly interested in the category “Sneakers” will see it at the top, while another customer will see “Sneakers” further down and “Jackets” at the top, because this category is currently particularly relevant for him.
Product category pages
The product category pages should be designed clearly and attractively. Personalisation also makes it easier for customers to find their desired product.
- Information displayed about a product: The products displayed on this page should show all details that help visitors to distinguish the products (e.g. size, type, or other information related to the product niche).
- Photos and icons: Use clear images on the product category pages. This gives your customers a much quicker overview of whether they are in the right area than if they have to read through long texts first.
- Number of products on a page: The key to a good product category page is a balanced number of products. Too few products signal limited variety to customers. Conversely, too many products tends to promote overwhelm. Therefore, between 10 and 50 items per page are recommended.
- Personalised product ranking: To help customers find the right product for them, you can personalise the order of your products on your category pages. This means that products that are particularly relevant (based on the click and purchase behaviour of all users) are displayed at the top. In addition, you have the option of displaying the first products in a 1:1 personalised way by using recommendations.