Mobile conversions have become pretty important for businesses owing to the amount of traffic they get from smartphones.
Since the majority of the times people have their phones with them, it has an upper hand over other devices while performing any task.
Obviously, Online Shopping is part of that big list.
Equipped with a bunch of essential features, mobile devices allow you to make a purchase from even the comfort of your couch.
But, it’s not that how you present your products before your mobile users don’t matter.
You need to organize everything in a proper way to let your visitors take an interest in your products.
That includes image, price, product name, ratings, and several other information that’s important for a customer to know before proceeding with the purchase.
Have you ever wondered what is the right way to showcase your items to your potential customers?
Well, there are two common routes that marketers take to display their goods on mobile screens.
Firstly, they create an individual product page, and secondly they build a category page.
As far as the product page goes, it records fewer views and engagement than the category page due to the availability of fewer options to make a selection.
While on the opposite side category pages provide people with many similar options to choose from.
Recent research suggests that e-commerce category pages have higher click-through rates in search than individual product pages.
So, if your e-commerce site is struggling to receive high traffic and conversions, your category pages might need to be redesigned.
In this blog, we will walk through some effective tips that will help you increase mobile conversions with category page design.
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Keeping all aside, let’s move to the core of the content - how to increase mobile conversions with category page design.
Let’s jump right into the details.
This is what you should keep in mind while designing eCommerce category pages for mobile devices:
Some of the elements that you need to ensure it is above the fold are:
- The navigation panel (either it should disappear while scrolling down the page or be fixed at the top of the page)
- A self-explaining category page title
- The total number of items in the category
- Filter feature
- Sort options
- A minimum of one or two similar products
Now you might be thinking how to know if these elements are really important to be placed above the fold.
For that, I would suggest you see an example:
According to SEMrush and giant search engine like Google, “kong dog toys” is one of the most searched terms that dog toy customers are looking for:
The data revealed by SEMrush shows that the search term “kong dog toys” has a monthly search volume of 33,100.
When you swipe further on its website, you will pass through informational sections, media content, and subcategories like this:
Now you see this information is great for visitors who have come on the website to explore the pet products as it provides them some sort of information about the “Kong” brand. But, visitors who have searched “kong dog toys” in Google don’t need this information as it interferes with their shopping experience.
To enhance their user experience at that point, you can put purchase elements above the fold and the descriptive information below that, just like Best Buy did.
So, what’s the point in doing that?
Actually, it helps shoppers to get the information quickly who are new to the product category or brand. And if they want to have more information they can scroll down the page considering how intuitive they are to look for additional information. This works on mobile devices and provides users with a great experience.
Besides, it is useful from the SEO perspective. With a search-optimized information section like this, you can increase the chances of your category page to be displayed at the top position in the search engine results.
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As you know, we don’t have a lot of room on mobile screens and so on the eCommerce category pages. So, when your potential customers finally get matching products, you want to make the process of finding the exact product they want as painless as possible.
Here are a few pieces of information that you should include in each of your product listings:
- A neat and clean image of the product
- The product name (along with a short descriptive text if name/brand doesn’t describe what the product actually is)
- The selling price of the product
- The products’ rating and reviews
One of the elements that you can skip in this list happens to be “rating and reviews”. Take note that you can do that only when your site is new and you don’t want to deliver a bad user experience due to lack of reviews.
So be careful with this while adding other elements to your product listing. If it doesn’t help people to choose one product over the other, that means it isn’t really that necessary and you may leave it out.
To let you understand it more clearly, take for instance, a search for “Santorini Greece hotels”.
The search result page on Expedia shows up as:
And on Booking.com:
You see both of them include the necessary details needed for each listing. However they have also added additional details to help shoppers reach an unbiased decision.
Besides, the point here to take into consideration is that there is a big difference in the displaying pattern of extra information.
On Expedia, you can see “Breakfast included” is a top feature people will probably look at and also that there are only two rooms left at the special price. This is useful information that shoppers will interestingly give a closer look at.
Next, on Booking.com a mess of details is clearly visible, displayed just below the net price. It’s slightly difficult to read and might not be necessary for users.
If you are not confident about what you should include in the listing, I would recommend starting with the bare minimum. Run A/B testing then to find out whether or not other details are helping to improve your click-through and conversion rate.
However, if you find that the results you are obtaining after implementing this tip are not satisfying enough, consult with us for more result-oriented solutions. Our web design company in Los Angeles is making consistent efforts to move the customer service from the better to best. You can reach out to us for an array of business-centric services more like online store web design, web development, mobile app development, conversion rate optimization, search engine optimization, pay per click advertising, and many as such.
There are two strong reasons why you need to pay heed to the exact size of your category pages while designing it:
- Considering the number of images and data that happens to be included on such pages, your page loading time can be affected severely.
- The more products you display at once, the more “analysis paralysis” your potential customers will have to experience. Here, “analysis paralysis” is a notion about a situation when giving too many options to shoppers leads to overthinking and overanalyzing, preventing them to make a final decision.
So, the first thing you need to do is to decide upon how long your eCommerce category pages can get.
While you might feel it is a good idea to use an infinite scroll or an auto-load feature on your page that displays more products as and when visitors scroll down the page, you must pay attention to the time it takes to load. It is better from the performance perspective only when you use pagination links as Walmart does.
They use pagination links at the bottom of its product category pages to allow shoppers to view more products if they want.
Another idea you can borrow from Walmart is how to do product view setting. By default, their products line up in a grid layout on its category pages:
By clicking the “Sort & Filter” button appearing on the left users can change the displaying order of products to list view.
Although this is more a matter of personal preference, you must take it into consideration as the list layout displays more products at one go while the grid layout doesn’t. This is why I think users might find this kind of layout quite helpful in speeding up their shopping process.
One last thing to think about while designing eCommerce category pages is managing the product sorting method. You can’t assume that your default sorting method is what all customers are going to like.
Thinking from a customer’s viewpoint, you can relate it well that they have other things as well to be concerned about while shopping online. Affordability is one of them when it comes to whether or not they should buy a product. So, sorting by “Price Low to High” might be more preferred by them than other choices.
Reviews and ratings are something else they look for in order to find good quality products, so even they might go for “Top-Rated” options.
Therefore, allow your customers to change the style of sorting products on your category pages.
And when it comes to filters, provide them with more choices that are relevant to what they are trying to find out.
Using your own product categories and tags to provide users with comprehensive filtering options is a great idea to go with; it works pretty well. After all, if that helps you better organize and sell your goods, it means you have taken the right route to growing your sales.
By offering your shoppers smaller lists of products to peruse, you are not just enabling them to speed up their shopping experience but also helping your page load time to improve.
If your eCommerce website is also not bringing the results you have always wanted to achieve, share your concern with us and we will come up with an optimal solution. Our Los Angeles web design company has been providing conversion-focused services for a long time to clients in different parts of the world. You can communicate with us on call or email for availing services such as stunning page design and development, eCommerce category page design and development, online marketing, email marketing, SEO, PPC, and so forth.
As you remember well how category page design increases mobile conversions, you must start improving the shopping experience of your potential customers right away. Be mindful, your mobile eCommerce category page is one of the deciding factors for your sales growth. Even though the research shows that these pages have higher click-through rates and visits than individual product pages, you may fall behind in making huge money if you stick with bad design choices.
Finally, if you want someone to work with on your next project or resolve a major problem, do inform us ASAP and we will be there to assist you. Our Wordpress website design company- SFWP Experts have got your back and won’t let you settle with anything unpleasant.
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