category structure for ecommerce

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

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