category pages that work: recent research reveals design changes that led to a 61.2% increase in...
DESCRIPTION
Category pages are a standard staple for websites offering multiple SKUs and often take a backseat when it comes to testing and optimization, either due to system constraints or competing priorities. So when it comes time to create a new site, radical redesign or a different content management system, what is the most effective approach? In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal category page design changes that are consistently increasing clicks and conversions across multiple industries. Here are some of the key questions our research findings looked to answer: • Should I include an “Add to Cart” button? • How much product information should I display? • Does introductory content on the page impact engagement? • What’s the most effective way to organize my products? **PLUS: Live Optimization** To help you apply the research covered during the Web clinic, time will be reserved for live analysis of audience-submitted category page designs. If you would like your live design or conceptual wireframe reviewed, please submit it below. Please Note: By filling out the form below you agree to receive invitations to future MarketingExperiments events and information from our educational partners.TRANSCRIPT
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Category Pages That WorkRecent research reveals design changes that led to a 61.2% increase in product purchases
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An Experiment
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Background
Background: A company offering training tools for professional-grade strength and conditioning.
Goal: To increase orders from the website.
Research Question: Which category page will generate the highest order rate?
Test Design: A/B variable cluster test
Experiment ID: TP1665Record Location: MECLABS Research LibraryResearch Partner: [Protected]
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Category Page A
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Category Page A
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Category Page B
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Category Page B
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Side-by-SideVersion A
Version B
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Conv. Rate % Rel. Change Stat. Conf.
Version A 1.67% 19.9%Version B 1.37% --
Relative Increase in Order Rate Category template A increased visit order rate by 19.9%20%
97%
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Category Pages Tested
How can one category page design outperform another?
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Category Pages Tested
1. Similar to shopping carts and transactional pages, category pages are a critical step by which you, the marketer, are tasked to maintain cognitive momentum generated by the channel or its landing page.
F Key Principles
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Cognitive Momentum
Product Page Cart Page #1 Thank You PageChannel Category Page Cart Page #2
High
LowCogn
itive
Mom
entu
m
Goal: To obtain a conversion
Commitment.
Goal: To engage visitor and lead them to the most relevant value.
Goal: To maintain the cognitive momentum generated by the product page.
• The overall objective of a category page is to maintain as much forward momentum as possible from the channel and/or “directory page” to the “product” page.
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Category Pages Tested
1. Similar to shopping carts and transactional pages, category pages are a critical step by which you, the marketer, are tasked to maintain cognitive momentum generated by the channel or its landing page.
2. A meta-analysis of our experimentation revealed no “best practice” template. However, it did reveal two underlying patterns of visitor motivation that can impact both the clickthrough and even conversion commitment:
1. Objective-motivated (Hunters)
2. Experience-motivated (Browsers)
F Key Principles
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Category Pages Tested
Today, we are going to walk through two visitor types and how each motivation is
addressed in top performing category page designs.
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Type #1:
The Objective-Minded
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The Objective-Minded
1. Some visitors are motivated by a present objective in their mind. Their primary concern surrounds the time it takes to find a pre-determined substance of interest within the primary eye path.
2. To match this visitor motivation type, we must ensure our category pages provide the visitor with the ability to accomplish their objective with little to no distraction. The key design metric is speed (# of clicks).
F Key Principles
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The Objective-Minded1. In the control, critical pieces of
information are difficult to locate, specifically:• The workshop focus• The location• The date
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The Objective-Minded1. In the treatment, each of these
pieces of information are sequenced and flow from a natural eye path.
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From This, To This…Protocol ID: TP1726
From thisSubcategories are presented in a way that’s difficult to scan.
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From This, To This …Protocol ID: TP1726
From this To this
16.7%Increase in Clicks
Same exact text is re-presented for each category.
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From This, To ThisProtocol ID: TP1283
From this All of the different product category links are stacked above the browsing area.
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From This, To ThisTo this
Protocol ID: TP1283
From this
19.8%Increase in Purchases
Product hunting is simplified and clicks are reduced with steps.
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From This, To ThisProtocol ID: TP1453
From this Categories are difficult to immediately identify and the search bar is de-emphasized.
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From This, To ThisTo this
Protocol ID: TP1453
From this
12.8%Increase in Clicks
Search bar is in the primary eye path and categories match main product types.
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Type #2:
The Experience-Motivated
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The Experience-Motivated
1. Some visitors are motivated by the experience of shopping. They do not feel concern for identifying a substance of interest, rather, they are focused on discovering a substance of interest.
2. To match this visitor motivation type, we must ensure our category pages achieve two secondary objectives:
Objective #1: Education
Objective #2: Discovery
F Key Principles
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From This, To This …Protocol ID: TP1726
From this “Browse Categories” provides only instructional-level guidance.
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From This, To This …Protocol ID: TP1726
From this To this
10.8%Increase in Orders
“Most Popular” provides social-level guidance, a common driver of human learning.
No Diff.in Clickthrough
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From This, To ThisProtocol ID: TP1033
From this
Only the top level categories are clickable and somewhat hidden, providing immediate question as to what’s next.
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From This, To ThisTo this
Protocol ID: TP1033
From this
23.2%Increase in Clicks
Products get their own links, each category gets its own button, and a comparison chart link is provided.
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From This, To ThisProtocol ID: TP1085
From this Immediate discovery is limited to specs, “featured” and top sellers.
Key categories of discovery are also out of the primary eye path.
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From This, To ThisProtocol ID: TP1085
From this
146.4%Increase in Add-to-Carts
44.4%Increase in Product Clicks
Discovery is immediately aligned with what’s new, saving, customization, and user feedback.
To this
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Background
Background: A company offering training tools for professional-grade strength and conditioning.
Goal: To increase orders from the website.
Research Question: Which category page will generate the highest order rate?
Test Design: A/B variable cluster test
Experiment ID: TP1631Record Location: MECLABS Research LibraryResearch Partner: [Protected]
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Category Page A
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Category Page A
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Category Page B
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Category Page B
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Category Page B
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Side-by-SideVersion A Version B
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Conv. Rate % Rel. Change Stat. Conf.
Version A 2.78% --Version B 4.47% 61.2%
Relative Increase in PurchasesThe new category template B increased visit order rate by 61.2%61%
99%
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Category Pages Tested
Summary
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Summary
1. While we haven’t discovered a “best practice” template, we did uncover two underlying patterns of visitor motivation that can impact both the clickthrough and even conversion commitment.
2. The objective-minded is primarily concerned with the time it takes to find a pre-determined substance of interest.
3. The experience-motivated is primarily focused on discovering a substance of interest.
F Key Principles
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Live OptimizationCategory Pages
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Live Optimization
http://bit.ly/17dE5Xj #WebClinic
Serenity LivingPrimary Objective: B2C furniture sales
Primary Audience: Customers looking for modern furniture
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Live Optimization
http://bit.ly/1a7yhzs #WebClinic
NasscoPrimary Objective: B2B sales
Primary Audience: Janitorial managers
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Live Optimization
http://bit.ly/16PuVpG #WebClinic
GypsyPrimary Objective: B2C sales
Primary Audience: Customers shopping for jewelry
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Live Optimization
http://bit.ly/1gmZd4m #WebClinic
PlushbedsPrimary Objective: B2C sales
Primary Audience: Customers shopping for a mattress