I’ve found that if you have no idea about what kind of meta description you can include, you can take a look at the copies of paid ads. Below we’ve listed the top UX best practices to help you better understand your users’ needs and values. Remember, tips and best practices can guide us in eCommerce optimization and A/B testing, but there are no hard and fast rules. That’s its purpose. So make sure this is unset. Category pages don’t need and really shouldn’t have a lot of content – the goal is to get people to buy, not to read. Target’s category page has all of the components for UX/Mobile/SEO optimization. It is inefficient for search engines to crawl massive, complex websites every day. Placement of the nested or sub-categories is most overlooked aspect when it comes to organizing a category page. One thing we’re fanatical that gets almost zero attention in the online marketing space outside Adwords is CTR (click through rate). Structuring an ecommerce website should be easy right? Furthermore, RevZilla provides a unique filter option — visitors can opt to display products that have a “video review”. Don’t duplicate words, use the ampersand symbol instead of “and”. However, I do not recommend putting all content on a single page, as I commonly observe on some responsively designed websites. Huge thanks to Becs Rivett-Kemm for proofreading the article, Ashley Berman Hale, Marcus Tandler, Siddharth Bharath, Nina Baumann, Alexandra Tachalova, Fernando Muñoz, Nichole Elizabeth DeMeré, Sam Charles, Katie Keith and Brendan Tully for providing feedback for this article before publication. This means a seamless shopper journey across all devices, thus, a high sales conversion rate. Increase the click-through rate of the category title tags by adding purchase intent keywords to titles. It let the users figure out where they are on the website. Setting a Good eCommerce Category Structure. There continues to be skepticism and internal resistance about eCommerce inside many companies. I love how powerful can be the attribute pages, because you can use exactly like a category (contents, snippets, loop). Big companies crush little companies every day. Sell the sizzle! That first “yes” is the hardest to get, but when your prospect is fresh from giving their affirmative, they are the most receptive to doing just one more thing. Avoid category names that suck. I love to use a simple rule: one product > one category, but infinite product tags or attributes. B2B is one of the largest types of e-commerce in the U.S., with total sales eclipsing $9 trillion in 2018. Keep every page 3 (or fewer) clicks from your homepage. So the four basic electronic commerce models are as follows, 1. Business to Business This is Business to Business transactions. Unique helpful description of the page is essential for understanding what the page is about. There is no shortage of both customers and competitors. In a flat taxonomy, the items are weighted equally, though on a website, it is common to put the most important item first on the list. You should never blindly copy case studies and competitors. Here are some examples: FREE, Fast, Insured, Nationwide, Buy Online, HUGE, Massive, Massive Range, Guaranteed, Big Range, Price Guarantee, Strong, High Power, Potent, Organic, Certified, 100%. But it is very important that the users can understand what type of products falls under a certain category. How to Improve Your Site Category Structure for SEO. Here are some examples of mobile best practices you can’t overlook: Here are 6 examples of beautiful category pages that nailed it. Used power words, FREE, FAST, Insured – use ALL CAPS for important words. We have reviewed the latest available statistics for online shopping categories to bring you insights on what market expansion opportunities are waiting for you in the borderless eCommerce industry to claim. We also get your email address to automatically create an account for you in our website. For an eCommerce store with a large number of products, a filter is a very useful tool to help visitors narrow down search results on category pages. Leveraging search engines is one of the cheapest ways to bring customers to your website. Your email address will not be published. Category/Sub-Category. The Coronavirus Survival Guide for Retail [Infographic], COVID-19: How 34 Businesses Adapted Their Marketing Strategy During Crisis, Business Continuity for Retail: Lesson from COVID-19, Farfetch Case Study: Analyzing The Strategy of the UK Fashion Unicorn, New Look: The Marketing Strategy Behind the UK Fast-Fashion Retailer, How ZARA Dominates the Ecommerce Fashion Industry, Tesco Case Study: How an Online Grocery Goliath Was Born, Why ASOS is the Absolute UK Ecommerce Success Story, Marks & Spencer eCommerce Case Study: 3 Growth Lessons for Retailers, eCommerce Marketing Strategy: A Step by Step Guide [2020], Omnichannel eCommerce Marketing Guide for Retailers [2020], eCommerce Personalization: The Absolute Guide [2020], The Ultimate eCommerce Marketing Automation Guide [2020], Ecommerce Checkout Flow: A Designer’s Checklist, Category Page Best Practices for eCommerce, The Best of the Best Product Pages [2020 updated], Best Checkout Pages in eCommerce [2020 Edition], The 2020 Retailer Guide to Customer Engagement Best Practices, 10+1 High Converting Abandoned Cart Email Examples, Email List Segmentation Best Practices for Ecommerce [2020], Email Deliverability Best Practices in 2020, The eCommerce Nurture Campaign Best Practices for 2020, Avoid horizontal scrolling carousels, people are used to scrolling (infinitely) vertically, plus your phone’s screen is vertical, so we should all obey to its “laws” (think of Instagram, Snapchat and all major mobile apps). To communicate content “aboutness” to both users … Alexandra Tachalova Founder, Digital Olympus. Again the assumption is more shares = more clicks or traffic. There are more products per page, with search box and filters so that customers can instantly find what they’re looking for. A proper site structure will give both direction and focus to the customer and search engine and make clear on which pages to focus on. A flat taxonomy has only top-level categories. The Category page groups individual product pages together based on a similar theme. Use all available space for the meta description where possible but don’t make it so long that it won’t fit in the field. 1. The asked us to do an SEO review of their site. Which result was most surprising to you? In order to optimize URL structure there are some plugins which amends or removes the base product-category for categories. A category filter such as “What’s New” creates an awesome UX. Buy {category name} {+ relevant keywords} online at {your company name}. The filter allows users to shop with a minimal number of clicks since they don’t need to visit multiple pages for new items. Brendan Tully Principal Consultant, The Search Engine Shop. It’s also a good option if you want smaller images or other multimedia content such as audio and video players. Leverage TF*IDF analysis for creating better and more comprehensive category pages. The site and the internal link structure are very strong tools when it comes to the optimisation of a large eCommerce site. The secondary goal is to convert them into purchasing (grow […]. The eCommerce process flow describes all the steps and functionality that makes an eCommerce website work. Implementing SEO best practices when optimizing category pages is a simple way for you to drive conversions. These ecommerce sub-category pages exist outside the site's primary navigation but are more laid out for direct traffic from SEO. Creating a hassle-free user experience has several components. You can install this useful plugin “Category Collapser for WooCommerce SEO” to solve this problem. Without executive support and acknowledgment of digital as a strategic priority, efforts could be dead in the water before they start. The argument for pleasure-promising copy: From Epicurus’ “People make choices based on what will make them happy,” to Freud’s “Pleasure principle” (pleasure is the driving force behind the id) – mankind has figured out that pleasure is a key component to driving action. This is something that takes a bit of work as changing around categories totally changes the web addresses of each page, and so can play havoc with Google rankings if … Once your account is created, you'll be logged-in to this account. Common issues such as keyword cannibalisation can occur if you don’t structure your site properly, which can leave you with lower rankings and ultimately less sales. There are a number of ways to design filters on your category page, and the right design could mean the difference between the filter helping customers or distracting them. All themes and plugins are released under GNU GPL v2. Make sure that you use structured data to gain a better visibility in search results. You can check out the Ultimate Site Structure Guide by Yoast to get a complete idea about how to structure an online shop. Director of eCommerce. Here is a standard URL for a WooCommerce category: http://domain.com/product-category/category-name. Simplified shopping is key to an unforgettable UX. Here’s an example of one we had created for a client: If you’re using Wordpress then the Yoast SEO plugin is hands down the best SEO plugin to use. [Report] How has COVID-19 impacted eCommerce trends? They usually have large images, 3-4 products per row, plus the title, price, star rating and add to cart button. Small websites can have a flat taxonomy and be user friendly. This not only makes the customer’s shopping journey smoother, but it also helps the search engines better crawl and understands your eCommerce site’s structure. This site uses Akismet to reduce spam. http://mysite.com/general-category/sub-category/product. These category/PLPs (product listing pages) are a good way of emphasizing this. That is the ultimate UX! This is one of my favorite examples of real world results from a focus on CTR for organic search. Before shoppers get lost in Macy’s expansive online shop, the company helps users narrow down their selection to a more well-defined scope, using thumbnails for the featured sub-categories to highlight the differences between the sub-category options. With 16.1% of all retail sales expected to … After reviewing the research we found that 74% online stores have a descriptive category description with an average word count of 241 words. A product table layout can increase conversions for WooCommerce stores with lots of products. Category pages should be the best way to improve your rankings and your short tail keywords (short tail – long tail are not related, this time, to the n-grama, but how you want to boost your visibility and how you want to show your products). Follow these steps to change the Product Category Base Slug to something short & memorable: If you have Yoast SEO installed, be sure to change the default Yoast SEO Settings. Every eCommerce marketer needs to consistently and constantly be conducting A/B tests their shop category pages, implementing category page best practices to increase eCommerce sales. For ecommerce websites, Information architecture is really important. They are the main pages of the website. Total Average Description Word Count: 241 Words Total Average Description Word Count (top): 47 Words Total Average Description Word Count (bottom): 278 Words. By default, you cannot add rich text to category description. Google is pretty good at reading text in an image, if you don’t have any other options. In many ways, eCommerce works similarly to brick-and-mortar stores, except online. Use hyphens (-) as separators instead of spaces and underscores. Category Management. Well not exactly. Leverage your edge over the competition by including a phone number in your meta description if appropriate. Ecommerce Category Page Best Practices Have SEO Copy If you need information about adding markup to breadcrumbs for a great chance of the rich snippets in search, check out Google’s Guide on Breadcrumb. This person is responsible for overseeing the entire eCommerce operation … © 2019 Atlantis Themes. Each email address you collect is a lead to whom you can now send targeted email campaigns. Surprisingly only 42% have schema implemented. And, not a lot of description is needed. So rather than 5 necklace pages competing for the same Necklace terms, optimize the category page for necklaces while optimizing the products for specific necklace style (e.g. 2. Business to Consumer Businessto Consumer. Spend your time elsewhere. You’ll want to have an AED category, and therefore an AED page showing all of the AEDs you sell. Instead of product-category you can write cat. Most online stores neglect their category pages and organize them in a way that it does more harm than good. There are a number of ways to combat this disorganization — with clear category structure and obvious product attributes. The structure and the names of an e-shop’s categories are subject to numerous factors and are of crucial importance that’s why category page optimization is a must today for any eCommerce business. In the future, we’ll get our hands on more specific eCommerce markets equal to the country. Get practical tips and insights on growing your eCommerce sales. It’s the page where products are shown and it plays a significant role in conversions since it’s one of the strongest pages UX-wise, SEO-wise and thus, Sales-wise. The structure and navigation of your online store can go a long way toward both. We have started wide with U.S., Europe, Australia, India, and Latin America. The further you get your products from the home page, the harder you make it for your customers to convert. Why we liked it: Target.com uses a clean and clear design that promotes subcategories while exposing the product list. Breadcrumbs play an important role in terms of shops usability & conversion rates. As far as WooCommerce category pages are concerned, by default these are set to no-follow. Here the companies are doing business with each other. Categories and subcategories are used to organize products into groups to make it easier for shoppers to sort … Headers should be designed to be informative and helpful to your shoppers. The respective duties are shown below each department, as described above. Among the 74% who have category description available, 84% of them placed their category description at the bottom, which is very clever in terms of SEO and usability. The more organized your categories are, the easier it is for Google to decide how to rank your web pages. Full disclosure: Alexa is totally separate from Google and Google has confirmed they don’t use Alexa ranking in their organic ranking algorithms. We’d love to hear about your strategies to optimize your ads and to get them to stand out from the rest! The best solution would be to avoid using tags and try solving the problem with tightly-focused sub-categories. You’re asking them to decide now to invest their time and/or money into your product. By maintaining a limited set of categories, you can keep your website, and your content focused. We found out that 72% of the websites have products visible at the category pages. Three areas are key to creating the optimal site structure: category/sub-categories, products and URLs. Follow these steps to insert product category description: For example, if you install Visual Term Description Editor Plugin, your description editor will look like this: If you have a very long category description, it may hamper user experience of the buyer. It will collapse the long description by default, if a user wants to read the full description, they can just click to expand the description. Structure Your Category Pages for User Flow. A strong H1 & product elements is just fine. Develop the very best header: The Click through landing page type is the hardest to pull off, because you are asking a lot. And your category pages cannot be infinite so that’s why you have attribute pages and product tag pages, and link them through the product pages looking to maximize the signification, maximize the “this page is related to this other one”. Generally speaking having the product name or a variation of the product name in the meta description will help CTR. Give an answer to a question. UX best practices impact how your user interactions with your business via your website, mobile site, and apps. Try to keep your URL as short as possible and to include the keyword you want to rank for. When it comes to assigning products to categories & sub-categories, the only thing you need to keep in mind in simplicity. Don’t fall into the trap of creative naming for your category … Be helpful but minimalist. Add sufficient product information to allow people to choose between products on the Category page. Just as key as avoiding or stopping pain. *This is somewhat against guidelines even though a lot of people do it. Just keep every page 3 (or fewer) clicks from your homepage. 2010), my coauthors and I explore how the advent and diff… When it comes to setting URLs for any website whether it’s Ecommerce or not, make sure the URL is clean and memorable. 22 Category Page Best Practices for eCommerce. They allow a user to get more refined in their category search. don’t remove the product_category base slug, distinguish whether it is a page or product category, Top 5 WordPress Plugins for Email Automation, 8 Best Email Marketing Services for WooCommerce, What is WooCommerce? August 4, 2017 in . A quick guide on choosing product categories for your store. Having well-structured category pages is important for every eCommerce brand as it improves rankings for specific keywords and makes product exploration easier for consumers. It’s a simple concept and is often divided into these categories: Demographic : characteristics of individuals including age, gender, income, education, etc. It is easy to navigate links to subcategories. Found this post helpful? Because it stops WordPress from being able to distinguish whether it is a page or product category. It’s tempting to use this layout without considering whether or not it’s appropriate for your industry and target market. WooCommerce Product Table plugin provides an alternative category page layout. Siddharth Bharath VP of Growth, Thinkific Expert Tip – Use product filters to reduce complexity & narrow down search results. According to Technical SEO Consultant Ashley Berman Hale, this is pandering to search engines which is sort of unnecessary since Google will give almost no weight to content that is way at the bottom. Be consistent in use of focus keyword. All our products are 100% GPL compatible. This is where we can bring pain and pleasure. The argument for painful copy: Pain pushes us to act and react. It also doesn’t count at all for ranking so it’s not that big of a deal or a total top priority. Make sure individual products link back to the nearest category. If you’re starting from scratch, use a tool like Buzzsumo so see your best content by shares and work through those. For that, you always need to look for opportunities and act smart when it comes to promoting your brand and products. Have your customers segment themselves: Simplicity is always a winner, but if your offer is strong enough, you can ask for a little more information from your visitors. Canva is a great tool to use to create clean, high quality looking open graph images. Consider using your categories within the structure, e.g. Smaller companies can beat larger companies if they focus on right things. How did you structure your shop’s category pages? Why we liked it: IKEA makes shopping easy by using subcategories to specify the users’ search before showing products on their intermediary category pages. Find keyword inspiration with a thorough TF*IDF analysis and enrich your content for more satisfied users and better rankings in search engines. There’s an assumption that if I’m “number 1 in Google” then I get all the traffic. Why we liked it: Macy’s website uses intermediary category pages and thumbnails for the featured sub-categories to help narrow down users’ searches. Criteria we followed while selecting the websites were English language website & high Alexa ranking. Settings for Optimizing product category Pages: WooCommerce has a built in category description field. Nichole Elizabeth DeMeré SaaS Consultant & Customer Success Evangelist, Expert Advice – 5 easy upgrades to increase eCommerce landing page conversions. Ulta does this and more. That’s because it shows users the new products that have been added to your online store since their last visit to your site. When you login first time using a Social Login button, we collect your account public profile information shared by Social Login provider, based on your privacy settings. Get 100% WooCommerce compatible Theme Bellini, by Towhid Last updated: September 4, 2017. If you can master the science of product categories, you’re well on your way to a great UX… and more sales! ‘Inspired living’ … This generates higher sales and better conversions as a result. Most eCommerce websites have a pretty difficult time dealing with duplicate content, and if you add tags to the mix, it gets even more complex. You can also change category names, delete categories, assign images and descriptions to each category, and add items to each category. And don’t mind to use a long text in your category pages. Or maybe you have a question. Enter your description to the Description field. Here are some CRO best practices for your category pages: The more seamless the UX, or user experience, the better. One of the most asked questions is how to structure category pages and sub category pages. Use the force! A few tips: Marcus Tandler Managing Director, RYTE Expert Advice – Use TF*IDF analysis for more comprehensive content on category pages. One of the things we recommended was a rewrite of their meta description across the site because they were pretty ordinary from a CTR perspective. Expert Advice – Make sure users can find what they’re searching for on your website! Use breadcrumbs on the category landing page. BUILDING A HIGH-PERFORMANCE ECOMMERCE ORGANIZATION 3 Prerequisites for eCommerce success C-level and board support. The rule of thumb is: The more you offer, the more you can ask for. Fernando Muñoz Director, Señor Muñoz SEO. So, we proposed as test – we’d rewrite the meta descriptions for the top 20 pages and top 20 blog articles ranked by traffic/page views. Purchase intent keywords : Buy, Click, Learn, Decide, Choose, Try, Shop, Free, Sale, Buy Now, Best, Hurry, Download, Limited Time, Win, Exclusive, Plus! You can implement product table layouts directly into the WooCommerce category template along with the other advice in this article. There are whole books written on power worlds and plenty of blog articles on them if you do some quick Googling. Instead of writing only “T-shirts” write “Buy T-shirts”. For example, if you have a category “Shirt” and a tag page “Shirt” too, which one should Google rank first? When implemented correctly, CRO increases the percentage of visitors to your website and converts them into buyers. Choose them wisely. Katie Keith Co-Founder at Barn2 Media One of the UK’s leading WordPress web agency, Expert Tip – Lots of Products? Use this text to introduce your branding and voice. If your theme is WooCommerce compatible, description will get displayed on the category listing page automatically. I think the next step is to have a good look at the category structure on the site. Use hyphens to separate words. Make sure you’re specific targeting your keywords towards audience. Select Setup / Ecommerce / Categories and use the Add category editor to add ecommerce categories and subcategories. Here are three strategies to improve your category page performance. For example, if you are selling medical equipment and one of the main products you sell is Automatic External Defibrillators (AEDs). Don’t embed category text information into the image, overlay it on the top. Among the top 50 eCommerce websites, 68% websites have used breadcrumbs. You can also add subcategories if desired.For example, if you sell clothing, you might have “t-shirts”, “hoodies” and “pants” as categories. A big part of the UX (user experience) of e-commerce sites lies in properly categorizing your products. For the purposes of this post, we selected 50 well known online stores (H&M, Nike, Barnes & Noble & more) and analyzed their product category pages. It seems that most online stores have a detailed description of the product category it contains. There's what the customer sees, and other areas that are only for employees. Mobile UX optimization is a must when it comes to category page best practices in 2020. From legible text to reduced clutter, optimizing your website using mobile best practices will help you create an awesome UX, thus, boost your conversions. Since Google is always looking for the best fit & best experience for users based on their query. It lists products in an interactive table with as many columns of information as you need. Always No index the tag pages, it will help you avoid the hassle of having duplicate content issues. 1. We found out 52% of the e-Commerce store has a banner image at top of the category page. We want search engines to index these pages. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. Tip: Intermediary category pages are used whenever further navigation or scope definition is needed before it makes sense to display a list of products to the user. However, you could be losing sales if your categories contain more than a couple of dozen products, if you don’t need big images, or if your customers need more information. Category page optimization requires a lot of dedication and time. Get that e-mail: Did you know that e-mail is 40 times more effective at acquiring customers than Facebook and Twitter combined? That’s completely wrong. Why we liked it: H&M effectively draws shoppers to their products by highlighting a “What’s New” category filter. Categories and sub-categories should be organized in folders that are reflective of your websites navigation/organization. Private label Write a useful unique meta description for each category page and help answer common questions. It’s popular for product catalog layouts, wholesale stores, bulk order forms, large product directories, restaurant order systems, and other industries needing a different way to display products. Just take all of your product categories, make a page for each, add the products to each one, and you’re done…. 72% of the websites have products visible at the category pages, Keyword in the Title ( Use unique H1 heading tag), Keep your product category names clear and descriptive, Avoid Category Names that are confusing or only your staff can understand, Pick either singular or plural for all category terms (Shirt or Shirts), Add useful, unique content on each category pages, Add long useful description at the bottom, Make sure links to sub-category pages are visible, Make sure you have unique image for each product category header. Building E-Commerce into your Organizational Structure. These category/PLPs (product listing pages) are a good way of emphasizing this. There has been less research attention directed toward such questions of which businesses most benefit and most suffer (perhaps to the point of having to cease operations) from e-commerce than that applied toward the implications for prices. In this article, you’ll find a great list of Category Page best practices from category page designs to layout structures. In recent times, Google are focusing more of their attention on Structured Data & Rich Cards to understand the content of the websites and improve their search usability. Building trust with your customers and staying in Google's good graces are important components of ecommerce success. Specific structure goals: There will be 5 key reports to the Head of e-Commerce (i) Customer Acquisition Manager (ii) Customer Conversion Manager (iii) Customer Retention Manager (iv) Content / Category Manager (v) Programme / Ops Manager improved measurability of progress clear deliverables for each individual a more performance-based culture Product categories are the primary way to group products with similar features. http://mysite.com/general-category/sub-category/product. Other URL Best Practice Guidelines. But WooCommerce Development Team recommends that you don’t remove the product_category base slug completely. B2B is one of the most common types of e-commerce. A category page (or product listing page) is one of the most important assets of any eCommerce store. Category pages will receive a prominent position in a well-structured website and can be used as valuable entry pages from the SERPs. We found out that all 50 online stores have the sub-categories visible at the prominent place of category pages. First, before you create a single category page, I recommend taking a step back. […] a high level, the primary goal should be to drive email traffic to the category page, thereby optimizing click rate. Posted . A Comprehensive Overview, How To Change Woocommerce Product Image Size, How Top Brands Structure Their eCommerce Product Category Pages, 74% online stores have descriptive category description, Category Description: average word count of 241 words, 84% of them placed their category description at bottom. Most websites use category page header very intelligently. Although it is worth mentioning that Google can override the description or assign one. Category pages are used to be the strongest part of the website (menus are formed by, normally, links to categories, so they are the most linked pages of our site). The client is in the financial services market serving a niche audience worldwide. CRO can also help lead customers to take a specific desired action on a webpage. A flat taxonomy, also known as an unlayered taxonomy, is simply a list of items. The goals of government-wide category management are to: Deliver more savings, value, and efficiency for Federal agencies; Why is Category Page optimization crucial for any eCommerce business? Three alternatives for an e-commerce structure were identified, namely: Centralized e-commerce Department: this alternative corresponds to the current structure, with a centralized e-commerce Department serving the various business units. For that reason, making the most of product tiles is the best way to emphasize keyword relevance and to appeal to users. Now We’d love to hear from you. Avoid tags to minimize the duplicate tag & category issue. So as a store owner it’s better if you act on it quickly and implement breadcrumb, product & review Schema for better discoverability. Check out our previous posts on Checkout Best Practices and great examples of Product Pages. The two parameters that make the most sense are the types of goods the e-eCommerce business sells and the nature of the participants. Treat the meta description like a mini sales letter with the goal of getting the click. Be sure to adapt to your brand and users’ needs. Products tend to come and go but categories stay. Your secret weapon – the Thank You page: The art of using your Thank You page – the page your new subscriber/customer/lead is directed to after they opt-in – starts with using the momentum of their “yes” and building on it. Let’s skyrocket your eCommerce sales this year. Don’t fall into the trap of ‘creative’ category naming. At the bottom of the page, Target highlights individual product listings, encouraging fewer clicks by having products visually displayed. 22 Category Page Best Practices for eCommerce, 6 Really Beautiful Category Pages We Admire, 5 common mistakes you should avoid in your Category Page, eCommerce Newsletter Best Practices: Everything You Should Know, 7 Creative Black Friday Strategies for Retailers, 9 Black Friday Ecommerce Hacks to Skyrocket Your Sales, Top 5 Black Friday Marketing Automation Scenarios for Holiday Success, 20 (awesome) Black Friday Email Subject Lines for eCommerce, Retail Best Practices: Nailing your Holiday Marketing, 24 Holiday Newsletter Ideas to Cheer Up the Season, 58 Fairytale-ish Christmas Email Subject Lines for Holiday, The Step By Step Holiday Email Marketing Checklist, 9 Super Awesome Ho Ho Holiday Marketing Ideas, Gartner Trends 2020 Predictions: What They Mean for Retailers, Retail Marketing Trends 2020: What 31 Industry Experts Predict. Outside of Adwords & PPC, CTR is merely a footnote, which is really weird. Breadcrumbs not only encourage visitors to navigate your website further (increasing the chance of a conversion) but it also strengthens internal linking, thus increasing visibility in search engines such as Google. You have to agree, a pretty amazing result. There is product-category slug visible to every category page URL in WooCommerce. At the top of the page, you can see a traditional category page display such as Furniture, Toys or Electronics. However, for ecommerce sites it is almost always more appropriate to use folders for your website organization. If your business isn’t pure ecommerce and you offer an online booking functionality where many competitors don’t include this too. Required fields are marked *. That’s a very powerful strategy which can help you optimize your meta descriptions and titles, in order to ensure that they will motivate users to click. Conversion Rate Optimization (CRO) refers to marketing optimization, website optimization, landing page optimization (LPO), growth hacking, optimization and testing, customer experience (CX), usability (UX) or marketing experimentation. Conventional wisdom suggests that market structure impacts could be large; the rapid growth of online travel sites at the expense of local travel agencies is one oft-cited example. We know that 39% of all web traffic comes from search traffic, compared to 35% from organic and 4% from paid ads. Now you know you need to optimize your category pages how do you do it? Building out a complete and comprehensible product taxonomy enables your customers to find exactly what they need and complete their checkout, easily. Category management is an approach the Federal Government is applying to buy smarter and more like a single enterprise. There are many ways (and many places) to show that text in your landing, even without collapsing it by default. The same applies with social. The brand also visually displays their featured products, breaking up mundane text headers with special offers and discounts. Their site is beyond UX, SEO and Mobile optimized. Direct to consumer and private-label selling accelerates. E-commerce sites require a special amount of detail and an exceptional amount of user-friendliness in order to be successful. Let’s apply some basic logic here: So if you’re focused solely on rankings, you miss 50% of the total organic traffic puzzle. It’s well known in the Adwords world that something as simple as swapping the top and bottom lines of your Adwords ad copy around can take CTR from 1% to 2% – that’s a 100% improvement, or in other words, DOUBLE the traffic from the same ad. The basis for this simple classification is the parties that are involved in the transactions. All rights reserved. So the online transactions only involve the manufacturers, wholesalers, retailersetc. What is a Category Page/ PLP (Product List Page)? However, you can change the base slug to something else. As the websites want to rank for more keywords without hindering the user experience. Ideal scenario: Focus keyword is used in URL, Title & Description. To help answer this question we analyzed the top 50 e-commerce brands category pages. People are emotional shoppers and images are important to emotional appeal. Furthermore, you can use those tags or attributes to improve your filters and your user experience. Most SEOs are focused solely on rankings. But there are various plugins that will let you extend the editor to add TinyMCE editor. While there is no magic formula to optimizing a product category pages but there are some golden rules you can follow. So it’s better to build up your category pages. With lots of different products being displayed in a certain shop category, you need to make sure you are in fact hitting all important keywords and phrases potential buyers are searching for. For your important pages make sure they have separately written Facebook titles and descriptions AND custom created open graph images, Make sure your CMS is actually inserting open graph tags! Category pages provide a structure for your site, which search engines use to crawl and index your information. They promote the upcoming discount or sale campaigns in this section. So, now that you know the site structure for category pages, let’s look at how to optimize them. Category pages or product listing pages are key hub pages in any E-commerce store. An ecommerce niche is a specialized market of shoppers. For any e-commerce website, it is essential to organise the category structure in a way that is clear, concise and ultimately makes sense. Either way, leave a quick comment below right now. ContactPigeon is the ultimate analytics and marketing automation platform. The nature of e-commerce and the sale of goods does not necessarily dictate that a certain entity should be used over any other business structure. Images need good alt tags and captions. Highlight power words like “FREE”, “HUGE” or “MASSIVE” with all caps – Google doesn’t let you do this in Adwords but you can in organic search! Besides the website’s homepage, the category and subcategory pages on eCommerce sites can account for the majority of search traffic. The final consumer is not involved. Because on eCommerce websites, category pages are landing pages. They were skeptical. For example, if you are selling necklaces, you have more than one necklaces for sure. Ikea is a leader in UX category page design with subcategories to choose from to help the user select a more well-defined scope before displaying any products. The layout, images, captions, options, etc. What worked for someone else’s eCommerce store won’t necessarily work for you. It is always recommend that your banner images has a concise & descriptive alt tags. If optimized correctly they can bring in good traffic for top level keywords and reap the rewards for months. Power words can make a big difference, use them. Your email address will not be published. Think of this as writing a headline for an article. This is when a transaction of goods or services occurs between two businesses. So again, if you’re focused solely on shares on social and don’t give CTR any focus you’re missing a huge part of the social traffic puzzle. Mail Order – a transactional website plus a printed catalogue, and possibly one or two physical stores. Most WooCommerce category pages have identical layouts. Nothing else was done to the site apart during that time – here’s what happened to their organic traffic: A 50% increase in organic traffic with no extra links, solely meta description optimization. Really put some thought into the user flow of your website. Since Google has a crawl rate limit for every website, it’s better to keep your website structure clean & simple. of product tiles are often neglected in PLP reviews. Make sure the price (and any markdowns) are clear. Where E-comm fits in an organization is a common question for many traditional retailers. On our blog, these segments are for instance A nalytics, Content SEO, eCommerce and Technical SEO. This site uses Akismet to reduce spam. Here the com… Your primary focus should be ranking your category pages for specific key terms. Users can filter results according to what color, shape, gender, category, size and type of helmet they are looking for. For that, you need to make sure you are fulfilling the search query. An ideal e-commerce URL structure should look something like this: Domain.com/category/ Nina Baumann Online Marketing Expert, Linkspiel. No one has time to sift through multiple pages looking for the right product, so you need to help them find it faster. When it comes to boosting CTR (click-through rate) in SERPs, meta title & description are your only weapon you have beside breadcrumbs & review schema. Optimize Your Category Titles and URLs. Probably half the websites we work on have problems with their open graph tags or are just plain completely missing them! Allow users to Add to Cart from the PLP/Category page. Consider a Product Table Category Layout. Why we liked it: Revzilla makes buying the right helmet easy with their filters to sort and rank products according to several criteria. We provide a solution to every marketer's problem: How to send the right message, at the right time. © 2020 ContactPigeon. Electronic commerce can be classified into four main categories. For instance, in tools like SEMrush, SERPstat, and SpyFu, you can access the reports that allow you to export all ad copies of a particular domain. Why one product > one category? 52% of the eCommerce store have a banner image at top of the category page. The last few decades have seen a lot of ecommerce startups rising and falling. They ranked pretty well for their target terms, had a content marketing strategy that was well dialed in, had a podcast, had been on podcasts, had 100+ Youtube videos – they were doing everything right. Learn how your comment data is processed. I highly recommend writing a couple of standard templates that can be used to write meta descriptions for your product pages. Simplify: This is true for every landing page: It has one message, and one specific purpose. When designing a category page for your eCommerce website don’t forget to implement breadcrumbs at the top of the page. Retail & Ecommerce Logistics. If you are selling parts, consider using the part codes within the URL, Consider using your categories within the structure, e.g. Use capitalisation a the start of important words. Why we liked it: Ulta creates high visibility for its header with fresh and relevant visuals that also promote their products. Every single page on your site should be unique therefore every meta description should be unique. Ashley Berman Hale Director of SEO, Local SEO Guide Expert Advice – Optimize the product titles. Figure 2 illustrates this structure. Show color options from the Category page. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. In a recent paper (Goldmanis et al. Each page has one focus keyword. Use Google Webmaster Tools “Search Analytics” report to dig deeper into your organic CTR and CTR opportunities, Some CMSes like Shopify and Wordpress with the Yoast SEO plugin will show you a snippet preview by default, others like Magento don’t so we built our own, Make sure at a minimum, you have a default open graph image has been designed specifically for CTR, set SITEWIDE. This not only makes the customer’s shopping journey smoother, but it also helps the search engines better crawl and understands your eCommerce site’s structure. But that doesn’t mean smaller websites doesn’t have any chance. In an ideal world, we would use categories to group the content on your website into — say — eight to ten global segments. For ecommerce websites, Information architecture is really important. Facebook provide Open Graph Debugger which will show you exactly how your site looks when shared on Facebook and any other platform that uses open graph tags – Slack, FB Messenger, What’s App, Twitter, Skype and so forth. They are using the category pages as a hub and using it to link to specific sub-categories. Crystal Necklaces). Post Views: 4,984 Tags: E-Commerce Product Category Structure , e-Commerce Taxonomy , eCommerce Product Categorization Services , ecommerce … Here are 6 different types of ecommerce business models: 1. Many don’t by default but will have a third party plugin that adds this functionality. It also provides plenty of category filters to allow visitors to narrow down the products quickly. And if you’re curious about how we conducted this study, here’s a spreadsheet with all the data. These 3 simple pointers will help you run cleanup on your website navigation and category structure. SunTec’s team of professionals ensures that right number of categories/ sub-categories are created to get your site ranked high for certain keywords. So, optimized category pages are and should be the most important asset of your eCommerce site. Once you’ve decided on a category, the next thing to tackle is choosing an ecommerce model for your business. In fact, B2B is expected to be double the size of B2C by 2020.. A B2B transaction could involve a mining company purchasing equipment from a heavy … Learn how your comment data is processed. For example, the table of products can appear under the breadcrumbs, header images, visible subcategories and category description. The eCommerce Checkout Best Practices Infographic, Introducing the New Dynamic Pop-up Editor, 5 Key Ecommerce Metrics you Need to Track Daily, Get Ecommerce Insights Right In Your Inbox. Selling on the web is a highly competitive game.
2020 category structure for ecommerce