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The last few decades have seen a lot of ecommerce startups rising and falling. Get that e-mail: Did you know that e-mail is 40 times more effective at acquiring customers than Facebook and Twitter combined? Structure Your Category Pages for User Flow. Crystal Necklaces). There are more products per page, with search box and filters so that customers can instantly find what they’re looking for. A big part of the UX (user experience) of e-commerce sites lies in properly categorizing your products. 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. There's what the customer sees, and other areas that are only for employees. 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. Because on eCommerce websites, category pages are landing pages. On our blog, these segments are for instance A nalytics, Content SEO, eCommerce and Technical SEO. Try to keep your URL as short as possible and to include the keyword you want to rank for. 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. For any e-commerce website, it is essential to organise the category structure in a way that is clear, concise and ultimately makes sense. Each email address you collect is a lead to whom you can now send targeted email campaigns. 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. Category Management. © 2020 ContactPigeon. 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. Most websites use category page header very intelligently. 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. Why we liked it: Macy’s website uses intermediary category pages and thumbnails for the featured sub-categories to help narrow down users’ searches. Well not exactly. Probably half the websites we work on have problems with their open graph tags or are just plain completely missing them! At the bottom of the page, Target highlights individual product listings, encouraging fewer clicks by having products visually displayed. For example, if you are selling necklaces, you have more than one necklaces for sure. This means a seamless shopper journey across all devices, thus, a high sales conversion rate. Where E-comm fits in an organization is a common question for many traditional retailers. We know that 39% of all web traffic comes from search traffic, compared to 35% from organic and 4% from paid ads. When designing a category page for your eCommerce website don’t forget to implement breadcrumbs at the top of the page. Small websites can have a flat taxonomy and be user friendly. Really put some thought into the user flow of your website. The eCommerce process flow describes all the steps and functionality that makes an eCommerce website work. 22 Category Page Best Practices for eCommerce. Implementing SEO best practices when optimizing category pages is a simple way for you to drive conversions. And don’t mind to use a long text in your category pages. The more organized your categories are, the easier it is for Google to decide how to rank your web pages. The brand also visually displays their featured products, breaking up mundane text headers with special offers and discounts. Found this post helpful? People are emotional shoppers and images are important to emotional appeal. If your theme is WooCommerce compatible, description will get displayed on the category listing page automatically. It’s a simple concept and is often divided into these categories: Demographic : characteristics of individuals including age, gender, income, education, etc. Check out our previous posts on Checkout Best Practices and great examples of Product Pages. Avoid category names that suck. 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). Users can filter results according to what color, shape, gender, category, size and type of helmet they are looking for. When it comes to setting URLs for any website whether it’s Ecommerce or not, make sure the URL is clean and memorable. Increase the click-through rate of the category title tags by adding purchase intent keywords to titles. Make sure individual products link back to the nearest category. We’d love to hear about your strategies to optimize your ads and to get them to stand out from the rest! B2B is one of the largest types of e-commerce in the U.S., with total sales eclipsing $9 trillion in 2018. Big companies crush little companies every day. Now you know you need to optimize your category pages how do you do it? The secondary goal is to convert them into purchasing (grow […]. In order to optimize URL structure there are some plugins which amends or removes the base product-category for categories. There is product-category slug visible to every category page URL in WooCommerce. 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? Make sure the price (and any markdowns) are clear. 1. However, for ecommerce sites it is almost always more appropriate to use folders for your website organization. Post Views: 4,984 Tags: E-Commerce Product Category Structure , e-Commerce Taxonomy , eCommerce Product Categorization Services , ecommerce … To communicate content “aboutness” to both users … Categories and sub-categories should be organized in folders that are reflective of your websites navigation/organization. Optimize Your Category Titles and URLs. 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. Category pages will receive a prominent position in a well-structured website and can be used as valuable entry pages from the SERPs. Images need good alt tags and captions. 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 … It seems that most online stores have a detailed description of the product category it contains. Either way, leave a quick comment below right now. 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. ContactPigeon is the ultimate analytics and marketing automation platform. This is one of my favorite examples of real world results from a focus on CTR for organic search. Spend your time elsewhere. All our products are 100% GPL compatible. So the online transactions only involve the manufacturers, wholesalers, retailersetc. Consider using your categories within the structure, e.g. Let’s skyrocket your eCommerce sales this year. 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. Enter your description to the Description field. Direct to consumer and private-label selling accelerates. Categories and subcategories are used to organize products into groups to make it easier for shoppers to sort … You have to agree, a pretty amazing result. Remember, tips and best practices can guide us in eCommerce optimization and A/B testing, but there are no hard and fast rules. Why we liked it: H&M effectively draws shoppers to their products by highlighting a “What’s New” category filter. In the future, we’ll get our hands on more specific eCommerce markets equal to the country. There continues to be skepticism and internal resistance about eCommerce inside many companies. A few tips: Marcus Tandler Managing Director, RYTE Expert Advice – Use TF*IDF analysis for more comprehensive content on category pages. We want search engines to index these pages. Choose them wisely. Expert Advice – Make sure users can find what they’re searching for on your website! Your email address will not be published. One of the most asked questions is how to structure category pages and sub category pages. Each page has one focus keyword. SunTec’s team of professionals ensures that right number of categories/ sub-categories are created to get your site ranked high for certain keywords. You can install this useful plugin “Category Collapser for WooCommerce SEO” to solve this problem. Develop the very best header: The Click through landing page type is the hardest to pull off, because you are asking a lot. All rights reserved. Use breadcrumbs on the category landing page. Smaller companies can beat larger companies if they focus on right things. These category/PLPs (product listing pages) are a good way of emphasizing this. A flat taxonomy has only top-level categories. But there are various plugins that will let you extend the editor to add TinyMCE editor. Sell the sizzle! This person is responsible for overseeing the entire eCommerce operation … 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. E-commerce sites require a special amount of detail and an exceptional amount of user-friendliness in order to be successful. Without executive support and acknowledgment of digital as a strategic priority, efforts could be dead in the water before they start. If you are selling parts, consider using the part codes within the URL, Consider using your categories within the structure, e.g. Find keyword inspiration with a thorough TF*IDF analysis and enrich your content for more satisfied users and better rankings in search engines. In this article, you’ll find a great list of Category Page best practices from category page designs to layout structures. These 3 simple pointers will help you run cleanup on your website navigation and category structure. August 4, 2017 in . CRO can also help lead customers to take a specific desired action on a webpage. The goals of government-wide category management are to: Deliver more savings, value, and efficiency for Federal agencies; Leveraging search engines is one of the cheapest ways to bring customers to your website. Purchase intent keywords : Buy, Click, Learn, Decide, Choose, Try, Shop, Free, Sale, Buy Now, Best, Hurry, Download, Limited Time, Win, Exclusive, Plus! Ecommerce Category Page Best Practices Have SEO Copy UX best practices impact how your user interactions with your business via your website, mobile site, and apps. Be consistent in use of focus keyword. Building E-Commerce into your Organizational Structure. For that reason, making the most of product tiles is the best way to emphasize keyword relevance and to appeal to users. 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. Alexandra Tachalova Founder, Digital Olympus. So it’s better to build up your category pages. Their site is beyond UX, SEO and Mobile optimized. There is no shortage of both customers and competitors. 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 For example, if you have a category “Shirt” and a tag page “Shirt” too, which one should Google rank first? Director of eCommerce. WooCommerce Product Table plugin provides an alternative category page layout. This is when a transaction of goods or services occurs between two businesses. Your email address will not be published. Get 100% WooCommerce compatible Theme Bellini, by Towhid Last updated: September 4, 2017. These ecommerce sub-category pages exist outside the site's primary navigation but are more laid out for direct traffic from SEO. Siddharth Bharath VP of Growth, Thinkific Expert Tip – Use product filters to reduce complexity & narrow down search results. 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. 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. Ulta does this and more. Allow users to Add to Cart from the PLP/Category page. What is a Category Page/ PLP (Product List Page)? 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. Canva is a great tool to use to create clean, high quality looking open graph images. 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. Setting a Good eCommerce Category Structure. When implemented correctly, CRO increases the percentage of visitors to your website and converts them into buyers. We found out that all 50 online stores have the sub-categories visible at the prominent place of category pages. For that, you need to make sure you are fulfilling the search query. 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. Be helpful but minimalist. Mail Order – a transactional website plus a printed catalogue, and possibly one or two physical stores. One thing we’re fanatical that gets almost zero attention in the online marketing space outside Adwords is CTR (click through rate). It’s tempting to use this layout without considering whether or not it’s appropriate for your industry and target market. Consider a Product Table Category Layout. Since Google is always looking for the best fit & best experience for users based on their query. The respective duties are shown below each department, as described above. 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. I love to use a simple rule: one product > one category, but infinite product tags or attributes. 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. 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. 2. Business to Consumer Businessto Consumer. Creating a hassle-free user experience has several components. 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. 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. Private label So as a store owner it’s better if you act on it quickly and implement breadcrumb, product & review Schema for better discoverability. A flat taxonomy, also known as an unlayered taxonomy, is simply a list of items. 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. By default, you cannot add rich text to category description. Category pages provide a structure for your site, which search engines use to crawl and index your information. […] a high level, the primary goal should be to drive email traffic to the category page, thereby optimizing click rate. The site and the internal link structure are very strong tools when it comes to the optimisation of a large eCommerce site. Most SEOs are focused solely on rankings. 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. You’re asking them to decide now to invest their time and/or money into your product. It also provides plenty of category filters to allow visitors to narrow down the products quickly. Simplified shopping is key to an unforgettable UX. Why we liked it: IKEA makes shopping easy by using subcategories to specify the users’ search before showing products on their intermediary category pages. 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). Use capitalisation a the start of important words. Category management is an approach the Federal Government is applying to buy smarter and more like a single enterprise. BUILDING A HIGH-PERFORMANCE ECOMMERCE ORGANIZATION 3 Prerequisites for eCommerce success C-level and board support. 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. It let the users figure out where they are on the website. How did you structure your shop’s category pages? 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. Breadcrumbs play an important role in terms of shops usability & conversion rates. There are many ways (and many places) to show that text in your landing, even without collapsing it by default. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. 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. Just take all of your product categories, make a page for each, add the products to each one, and you’re done…. They are using the category pages as a hub and using it to link to specific sub-categories. 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. 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. If you’re starting from scratch, use a tool like Buzzsumo so see your best content by shares and work through those. Required fields are marked *. Besides the website’s homepage, the category and subcategory pages on eCommerce sites can account for the majority of search traffic. Just as key as avoiding or stopping pain. Make sure you’re specific targeting your keywords towards audience. I love how powerful can be the attribute pages, because you can use exactly like a category (contents, snippets, loop). 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. Treat the meta description like a mini sales letter with the goal of getting the click. Here are three strategies to improve your category page performance. I highly recommend writing a couple of standard templates that can be used to write meta descriptions for your product pages. But that doesn’t mean smaller websites doesn’t have any chance. 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 … They were skeptical. As far as WooCommerce category pages are concerned, by default these are set to no-follow. Why one product > one category? Don’t fall into the trap of ‘creative’ category naming. Brendan Tully Principal Consultant, The Search Engine Shop. 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. ‘Inspired living’ … We also get your email address to automatically create an account for you in our website. That’s completely wrong. Selling on the web is a highly competitive game. 1. Why we liked it: Revzilla makes buying the right helmet easy with their filters to sort and rank products according to several criteria. 2010), my coauthors and I explore how the advent and diff… 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. Fernando Muñoz Director, Señor Muñoz SEO. We found out that 72% of the websites have products visible at the category pages. Placement of the nested or sub-categories is most overlooked aspect when it comes to organizing a category page. Surprisingly only 42% have schema implemented. Use the force! They usually have large images, 3-4 products per row, plus the title, price, star rating and add to cart button. 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. The layout, images, captions, options, etc. Category pages or product listing pages are key hub pages in any E-commerce store. It’s also a good option if you want smaller images or other multimedia content such as audio and video players. The basis for this simple classification is the parties that are involved in the transactions. Three areas are key to creating the optimal site structure: category/sub-categories, products and URLs. 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%. Products tend to come and go but categories stay. You can also add subcategories if desired.For example, if you sell clothing, you might have “t-shirts”, “hoodies” and “pants” as categories. Get practical tips and insights on growing your eCommerce sales. Don’t fall into the trap of creative naming for your category … The further you get your products from the home page, the harder you make it for your customers to convert. Here are some examples of mobile best practices you can’t overlook: Here are 6 examples of beautiful category pages that nailed it. Ashley Berman Hale Director of SEO, Local SEO Guide Expert Advice – Optimize the product titles. Headers should be designed to be informative and helpful to your shoppers. When it comes to assigning products to categories & sub-categories, the only thing you need to keep in mind in simplicity. An ecommerce niche is a specialized market of shoppers. Use this text to introduce your branding and voice. The Category page groups individual product pages together based on a similar theme. The client is in the financial services market serving a niche audience worldwide. I think the next step is to have a good look at the category structure on the site. It is always recommend that your banner images has a concise & descriptive alt tags. 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. 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. That’s its purpose. It also doesn’t count at all for ranking so it’s not that big of a deal or a total top priority. Nina Baumann Online Marketing Expert, Linkspiel. Category/Sub-Category. 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. Product categories are the primary way to group products with similar features. First, before you create a single category page, I recommend taking a step back. But WooCommerce Development Team recommends that you don’t remove the product_category base slug completely. The same applies with social. The final consumer is not involved. 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. The rule of thumb is: The more you offer, the more you can ask for. We have started wide with U.S., Europe, Australia, India, and Latin America. Use hyphens to separate words. You should never blindly copy case studies and competitors. [Report] How has COVID-19 impacted eCommerce trends? 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. Don’t duplicate words, use the ampersand symbol instead of “and”. Simplify: This is true for every landing page: It has one message, and one specific purpose. Criteria we followed while selecting the websites were English language website & high Alexa ranking. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. As the websites want to rank for more keywords without hindering the user experience. Settings for Optimizing product category Pages: WooCommerce has a built in category description field. 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. They promote the upcoming discount or sale campaigns in this section. Instead of product-category you can write cat. And if you’re curious about how we conducted this study, here’s a spreadsheet with all the data. No one has time to sift through multiple pages looking for the right product, so you need to help them find it faster. Select Setup / Ecommerce / Categories and use the Add category editor to add ecommerce categories and subcategories. Buy {category name} {+ relevant keywords} online at {your company name}. 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. 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. Target’s category page has all of the components for UX/Mobile/SEO optimization. A category filter such as “What’s New” creates an awesome UX. The asked us to do an SEO review of their site. Think of this as writing a headline for an article. Total Average Description Word Count: 241 Words Total Average Description Word Count (top): 47 Words Total Average Description Word Count (bottom): 278 Words. Why is Category Page optimization crucial for any eCommerce business? There’s an assumption that if I’m “number 1 in Google” then I get all the traffic. That is the ultimate UX! If your business isn’t pure ecommerce and you offer an online booking functionality where many competitors don’t include this too. Full disclosure: Alexa is totally separate from Google and Google has confirmed they don’t use Alexa ranking in their organic ranking algorithms. For that, you always need to look for opportunities and act smart when it comes to promoting your brand and products. Your primary focus should be ranking your category pages for specific key terms. Used power words, FREE, FAST, Insured – use ALL CAPS for important words. So, optimized category pages are and should be the most important asset of your eCommerce site. You can check out the Ultimate Site Structure Guide by Yoast to get a complete idea about how to structure an online shop. The structure and navigation of your online store can go a long way toward both. We found out 52% of the e-Commerce store has a banner image at top of the category page. You can also change category names, delete categories, assign images and descriptions to each category, and add items to each category. How to Improve Your Site Category Structure for SEO. Ideal scenario: Focus keyword is used in URL, Title & Description. Learn how your comment data is processed. That’s because it shows users the new products that have been added to your online store since their last visit to your site. 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. 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. Why we liked it: Target.com uses a clean and clear design that promotes subcategories while exposing the product list. Use hyphens (-) as separators instead of spaces and underscores. 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. What worked for someone else’s eCommerce store won’t necessarily work for you. Nichole Elizabeth DeMeré SaaS Consultant & Customer Success Evangelist, Expert Advice – 5 easy upgrades to increase eCommerce landing page conversions. Here the companies are doing business with each other. Electronic commerce can be classified into four main categories. Now We’d love to hear from you. 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. Outside of Adwords & PPC, CTR is merely a footnote, which is really weird. Be sure to adapt to your brand and users’ needs. Because it stops WordPress from being able to distinguish whether it is a page or product category. So the four basic electronic commerce models are as follows, 1. Business to Business This is Business to Business transactions. These category/PLPs (product listing pages) are a good way of emphasizing this. 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. The filter allows users to shop with a minimal number of clicks since they don’t need to visit multiple pages for new items. A quick guide on choosing product categories for your store. B2B is one of the most common types of e-commerce. There are whole books written on power worlds and plenty of blog articles on them if you do some quick Googling. And, not a lot of description is needed. The best solution would be to avoid using tags and try solving the problem with tightly-focused sub-categories. 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. Figure 2 illustrates this structure. Other URL Best Practice Guidelines. Show color options from the Category page. Among the top 50 eCommerce websites, 68% websites have used breadcrumbs. An ideal e-commerce URL structure should look something like this: Domain.com/category/ By maintaining a limited set of categories, you can keep your website, and your content focused. For ecommerce websites, Information architecture is really important. Let’s apply some basic logic here: So if you’re focused solely on rankings, you miss 50% of the total organic traffic puzzle. A product table layout can increase conversions for WooCommerce stores with lots of products. Furthermore, RevZilla provides a unique filter option — visitors can opt to display products that have a “video review”. 52% of the eCommerce store have a banner image at top of the category page. Power words can make a big difference, use them. We provide a solution to every marketer's problem: How to send the right message, at the right time. Write a useful unique meta description for each category page and help answer common questions. 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. 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. Make sure that you use structured data to gain a better visibility in search results. 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. *This is somewhat against guidelines even though a lot of people do it. It is inefficient for search engines to crawl massive, complex websites every day. A strong H1 & product elements is just fine. Generally speaking having the product name or a variation of the product name in the meta description will help CTR. Furthermore, you can use those tags or attributes to improve your filters and your user experience. Once your account is created, you'll be logged-in to this account. Learn how your comment data is processed. © 2019 Atlantis Themes. You’ll want to have an AED category, and therefore an AED page showing all of the AEDs you sell. When it comes to boosting CTR (click-through rate) in SERPs, meta title & description are your only weapon you have beside breadcrumbs & review schema. This generates higher sales and better conversions as a result. Retail & Ecommerce Logistics. You can implement product table layouts directly into the WooCommerce category template along with the other advice in this article. There are a number of ways to combat this disorganization — with clear category structure and obvious product attributes. 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. The two parameters that make the most sense are the types of goods the e-eCommerce business sells and the nature of the participants. 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. 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! If you can master the science of product categories, you’re well on your way to a great UX… and more sales! Structuring an ecommerce website should be easy right? A category page (or product listing page) is one of the most important assets of any eCommerce store. It is easy to navigate links to subcategories. Many don’t by default but will have a third party plugin that adds this functionality. They allow a user to get more refined in their category search. Just keep every page 3 (or fewer) clicks from your homepage. Although it is worth mentioning that Google can override the description or assign one. Or maybe you have a question. At the top of the page, you can see a traditional category page display such as Furniture, Toys or Electronics. Give an answer to a question. 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! Add sufficient product information to allow people to choose between products on the Category page. Most online stores neglect their category pages and organize them in a way that it does more harm than good. 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. Here are 6 different types of ecommerce business models: 1. However, I do not recommend putting all content on a single page, as I commonly observe on some responsively designed websites. of product tiles are often neglected in PLP reviews. http://mysite.com/general-category/sub-category/product. Here are some CRO best practices for your category pages: The more seamless the UX, or user experience, the better. If optimized correctly they can bring in good traffic for top level keywords and reap the rewards for months. Again the assumption is more shares = more clicks or traffic. 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. Don’t embed category text information into the image, overlay it on the top. 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). Katie Keith Co-Founder at Barn2 Media One of the UK’s leading WordPress web agency, Expert Tip – Lots of Products? 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. 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. 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. 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. Leverage TF*IDF analysis for creating better and more comprehensive category pages. In an ideal world, we would use categories to group the content on your website into — say — eight to ten global segments. Keep every page 3 (or fewer) clicks from your homepage. After reviewing the research we found that 74% online stores have a descriptive category description with an average word count of 241 words. http://mysite.com/general-category/sub-category/product. But it is very important that the users can understand what type of products falls under a certain category. For example, the table of products can appear under the breadcrumbs, header images, visible subcategories and category description. In many ways, eCommerce works similarly to brick-and-mortar stores, except online. For ecommerce websites, Information architecture is really important. Building out a complete and comprehensible product taxonomy enables your customers to find exactly what they need and complete their checkout, easily. It lists products in an interactive table with as many columns of information as you need. With 16.1% of all retail sales expected to … They are the main pages of the website. Since Google has a crawl rate limit for every website, it’s better to keep your website structure clean & simple. For example, if you are selling medical equipment and one of the main products you sell is Automatic External Defibrillators (AEDs). In a recent paper (Goldmanis et al. Here is a standard URL for a WooCommerce category: http://domain.com/product-category/category-name. Always No index the tag pages, it will help you avoid the hassle of having duplicate content issues. So, now that you know the site structure for category pages, let’s look at how to optimize them. Unique helpful description of the page is essential for understanding what the page is about. So make sure this is unset. Avoid tags to minimize the duplicate tag & category issue. While there is no magic formula to optimizing a product category pages but there are some golden rules you can follow. This is where we can bring pain and pleasure. The argument for painful copy: Pain pushes us to act and react. Most WooCommerce category pages have identical layouts. However, you can change the base slug to something else. Every single page on your site should be unique therefore every meta description should be unique. Once you’ve decided on a category, the next thing to tackle is choosing an ecommerce model for your business. Below we’ve listed the top UX best practices to help you better understand your users’ needs and values. This site uses Akismet to reduce spam. Building trust with your customers and staying in Google's good graces are important components of ecommerce success. 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. Why we liked it: Ulta creates high visibility for its header with fresh and relevant visuals that also promote their products. 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. Category page optimization requires a lot of dedication and time. Instead of writing only “T-shirts” write “Buy T-shirts”. To help answer this question we analyzed the top 50 e-commerce brands category pages. Which result was most surprising to you? Here the com… Google is pretty good at reading text in an image, if you don’t have any other options. This site uses Akismet to reduce spam. Leverage your edge over the competition by including a phone number in your meta description if appropriate. All themes and plugins are released under GNU GPL v2. 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”.

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