Introduce to Product Listing Pages
Most eCommerce store owners believe that the main responsible pages to better the conversion rate are the product pages. To some extent, it may be true. Because it plays the main part in convincing customers to make a purchase. However, the product listing pages are also a great influence on customers when it comes to deciding which products to buy from your store.
Product listing pages are category or product search result pages that appear before choosing a product. These pages list all the products available in your store and play an important part during the buyer’s journey. Properly optimized product listing pages may significantly affect the customers’ shopping experience positively.
Simply putting together an introduction, and good quality pictures on the listing page won’t work anymore. These pages create a first and lasting impression of your products. But many businesses underestimate the power of product listing pages, however, its importance is not negligible. Because they help significantly in boosting sales and conversions of your eCommerce store.
And to help you with that we have come up with a guide that covers how to organize the essential elements of listing pages that improve the navigation and also helps in improving SEO score. Below are few ways to optimize your product listing pages for maximum conversion.
How to Optimize Your Product Listing Pages for Maximum Conversion
Display Eye-Catching Headers
Headers of your category pages and product listing pages work as a title, which indicates what’s on the page. Many brands use shiny visuals to increase the visibility of the listing pages instead of headers, which is good if you don’t want to go all text.
Also, remember to add the main keywords in H1 tags because they are an important part of SEO, which helps pages to rank high on SERPs. Also, the thing with the headers is that they should be informative and help customers find what they are looking for. And you can use headers to promote best selling products, offers, and discounts as well.
Add Persuasive Triggers in the Images
Bestselling products are best-sellers for a reason. And the big reason for them being best-seller is persuasive triggers eCommerce stores add. Triggers like scarcity and urgency chains a ‘fear of missing out’ reaction for visitors to take action.
Adding these persuasive triggers in images help lure customers to visit product pages and make a purchase. Labels like “Trending” and “Going fast” make your products stand out from the crowd. Also, the use of eye-catching emojis may help too to grab the attention of visitors.
These kinds of persuasive triggers work because no one wants to miss out on good things. And they nudge visitors to take action as soon as possible. Also, you can A/B test with different CTAs of products on your site that generates scarcity and urgency in visitors’ shopping behavior.
Personalize the Shopping
The personalization of shopping for visitors works like a charm for eCommerce businesses. The next big thing every customer expects from eCommerce stores is to give personalized shopping experience. As per one statistic, 80% of online shoppers are likely to purchase from stores that offer personalized deals and recommendations.
Another research from Accenture suggests that 91% of the consumers are more likely to shop from brands who remember and provide relevant offers and recommendations. But that does not mean that you have to personalize every page and each corner of your website according to each visitor.
You can start personalizing listing and category pages according to the visitors’ preferences. Moreover, there are many third party extensions like Customer Specific Product & Price Extension for Magento 2 that allows you to serve personalized shopping experience by setting up individual customer group specific price for your store. You can add a button in the thumbnail that lists products in a fashion to give a touch of personalization. As shoppers click on the button, the listing page will arrange itself in a way to show personalized recommendations. This will be a smart and quick way to give personalized shopping experience to your customers.
A/B Test the View of Product Listing Page
When it comes to listing products, there are mainly two options grid view and list view. These two are the most popular ones and you have to A/B test them to find which provides more convenience to your customers. Because the way you present your products may affect the purchase decisions of your customers.
The grid view shows the image thumbnail of the product with little information. It is used by the brands who mostly rely on the images of the product and not the specification of the product like a fashion brand. The grid view may include name, price, and sometimes ratings along with CTA beneath the price.
List view typically presents more information just than an image. It shows a small image thumbnail on the left side and the right side contains product information. List view provides more information and specification compared to grid view, which is helpful for visitors to compare specs of different products and decide which to buy. This view is better for electronics and other brands that heavily rely on product specs.
Provide Extensive Filter Options
One of the crucial parts for the success of any eCommerce store is to provide intuitive sorting and filter options that satisfy the expectations of users. And product listing pages should provide intuitive filter capabilities that help your customers to find their perfect match. Their sole purpose is to narrow down the products on a listing page. Products with complex specs need to have some sort of filter and sorting capabilities.
Many eCommerce brands provide extensive filter options on the right side of their product listing pages. They provide options to customers to sort and filter products based on color, size, brand, category, price, type, gender, etc. Also, these filter options better the navigation of listing pages, which overall boosts the conversions.
Focus on Price Saving
The key factor that influences the purchase decision of your customers is how you have implemented the product price strategy. Now, since shopping has moved to online platforms, consumers can easily compare prices with just a few clicks. This comparison helps them to switch from one store to another online store.
Also, the price of a particular product is one of the top reasons for Americans to shop from a specific eCommerce store. So, make sure that customers are able to see price and any discount or deal you are offering on a product or a combo of products on listing pages itself. So that they won’t have to go into the product pages.
Make customers see how much they will save along with the discounted price of the product. You can play around with different ways to show and see which works best for your store. Many eCommerce brands upsell bundle products by showing them as a better option by focusing on price savings to customers.
Make the Most out of Images
The main work of eCommerce designers is to design product listing pages that cover as many products as possible along with as much information. It might not be possible to include all the information with just a limited space of product view.
However, the images of the products are key here to persuade customers to click and buy products. One survey found that 83% of the consumers believe images are an extremely important part of their online buying journey.
With just small changes, you can make the most out of your product images from the listing page itself. Many eCommerce brands have adopted techniques like changing product image or angle when a cursor hovers over them. This is a small but effective change you also can implement in your store.
Give your visitors an inside look of the product and if possible, showcase the product in action so that customers can have a better idea of what product actually looks and feels like. And for that, you can use GIFs as well, which is easy for you to optimize your product listing pages.
Many eCommerce brands don’t make time or effort to optimize their product listing pages, which is quite bad for generating sales and conversions. However, with the right approach, you can turn your under-optimized listing or category pages into fully optimized ones. And to do that we have presented 7 best practices on how to optimize your product listing pages for maximum conversions. Also, you can hire magento developer for any advice to further optimize it.
Name: Darshit Parmar
Darshit Parmar is a passionate Marketer, Analyst, Blogger, and Magento Ecommerce Expert at Mconnect Media. His extensive 10+ years of experience & technical skills are as strong as his entrepreneurial skills that helped many eCommerce businesses to grow thoroughly. If you are one of eCommerce store owners and want to grow your business, reach him at any time at [email protected].