How to Improve Category Page Conversions by

67%

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Khalid SalehCEO

A recognized expert of marketing strategy, Khalid has been a frequent guest in key

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National Public Radio, and more. He is an in-demand speaker who has presented at

marketing conferences across the globe.

Ayat ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world top

brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase

online revenue by creating successful marketing campaigns.

Standard Category Page Designs

Audience Question: If category pages are

standard across ecommerce sites, how

can you distinguish yourself as a company

on those pages?

One of the largest electronic retailers in

Turkey

Problems:

1. Page is not properly presenting the value proposition

2. High Bounce Around rate;

3. Higher than normal Pre-Product Page Abandonment rate;

Electronic Retailer Category Page

By emphasizing the value proposition to the visitors on the category pages you will increase flow to product pages as well as increase conversions.

The Control:

• Left navigation

• Grid view of products

• Top advertisement

• Carousel of “top selling

products”

The Control

Variation 1:

• Removed top ad

• Placed a new banner

“7-Day Money-Back

Guarantee”

• Removed carousel

Variation 1

Variation 2:

• Removed top ad

• Placed a new banner

“Customer Satisfaction

Guaranteed, or Your

Money Back!”

• Removed carousel

Variation 2

Variation 3:

• Removed top ad

• Placed a new banner

“Lowest Prices, Reliable

Service, Speedy

Delivery”

• Removed carousel

Variation 3

Side By Side Look

1 2 3

Audience Question:

Which design generated the most sales?

0

The Winner2

Increase

in Website

Conversion

66.8%

The Results

66.8% Increase in overall website conversion rate

Variation Conversion Rate Uplift Confidence

Original 0.32% - -

Variation 2 0.53% 66% 93.1%

Variation 1 0.51% 59% 75.4%

Variation 3 0.44% 38% 70%

Categories Pages At a Glance

• Of all pages on an ecommerce site, we find the value proposition is

least present on category pages

• Category pages also in general lack “personality”;

• Category pages should funnel visitors to product pages, however,

many category pages do not effectively do so.

1. Utilize prime real-estate on the page to increase Buyer Momentum through:

• Inserting effective, persuasive banner messaging which resonates with

different visitor personas

• Avoiding the use of multiple auxiliary navigations

The Keys to Successful Category Pages

• The product grid is pushed

lower on the page because of

the carousel and the top

banner;

• The top banner is not targeted

to all users (and may not be a

relevant product);

• Prime real-estate on page is

not used effectively.

The Control

Variation 2 – The Winner

• Utilizing Prime real estate by

moving product grid up;

• Using the banner space to

emphasize the value;

• Removed elements that

although offer additional

navigational paths, in this case

were obstructing scent

1. Utilize prime real-estate on the page to increase buyer momentum;

2. Provide sufficient scent through multiple navigational paths to accommodate

visitor needs

• Remove elements that reduce scent

• Test before placing additional navigational paths and consider your

visitor's cognitive progression;

• Ensure that “left navigation” or “refine search” features meet visitor

expectations by presenting the most pertinent drill down features first

Keys to Successful Category Pages

Problems:

1. High Category Page Bounce Around Effect;

2. High volume of frustrated customer calls.

Relaxation Home Décor E-commerce Store

The control:

• Overwhelming amount of

SEO text;

• No clear incentives;

• Unnecessary distractions

such as newsletter sign up.

The Control

Variation 1:

• Incentives Banner

• No Newsletter

• No SEO text (moved to the

bottom of the page)

Variation 1 - Winner

The Winner

Increase

in Website

Conversion

34.2%

1

The Results

34.2% Increase in overall website conversion rate

Variation Conversion Rate Uplift Confidence

Original 0.96% - -

Variation 1 1.29% 34.2% 94.9%

Pop Quiz

Audience Question:

Which design generated the most sales?

A B

B

The Winner

Increase

in Website

Conversion

50%

1. Utilize prime real-estate on the page to increase Buyer Momentum

2. Provide sufficient scent through multiple navigational paths to accommodate visitor

needs

3. Utilize both copy and design to clearly present and emphasize value proposition

throughout the page

Keys to Successful Category Pages

1. Thinking internally and externally:

• What makes you unique and stand out?

• How do I view myself?

• How do customers view me?

• How do I compare to other competitors in the eyes of my potential customers?

How to Come Up a Unique Value Proposition

1. SWOT analysis;

2. Can you say succinctly what distinguishes your company and brand within a

sentence?

How to Come Up a Unique Value Proposition

Pop Quiz

Audience Question:

Which design generated the most sales?

A B

The Winner

B

Increase

in Website

Conversion

10%

1. Utilize prime real-estate on the page to increase Buyer Momentum

2. Provide sufficient scent through multiple navigational paths to accommodate visitor

needs

3. Utilize both copy and design to clearly present and emphasize value proposition

throughout the page

4. Distinguish the value of certain products through effective messaging and design

Keys to Successful Category Pages

Pop Quiz

Audience Question:

Which design generated the most sales?

A B

A

The Winner

Increase

in Website

Conversion

15.6%

Keys to Successful Category Pages

1. Utilize the prime real-estate on the page to increase buyer

momentum

2. Provide sufficient scent through multiple navigational

paths to accommodate visitor needs

3. Utilize both copy and design to clearly present and

emphasize value proposition throughout the page

4. Distinguish the value of certain products through

effective messaging and design

More information

Amazon.com

Looking to increase your conversions?The Conversion Framework™ brings a unique methodology to marketing

optimization, generating repeatable and sustainable increase in conversion

rates.

3,000+ Test plans , 400+ partners, 11 different countries

• Learn more how we can work

together:

• Select “Partnership Opportunities to

Increase Conversion Rates” on

webinar survey

• or email convert@invesp.com

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