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. Alexandra Tachalova Founder, Digital Olympus. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. And don’t mind to use a long text in your category pages. You’re asking them to decide now to invest their time and/or money into your product. 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. And, not a lot of description is needed. This site uses Akismet to reduce spam. Give an answer to a question. 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. Instead of writing only “T-shirts” write “Buy T-shirts”. The more organized your categories are, the easier it is for Google to decide how to rank your web pages. Avoid tags to minimize the duplicate tag & category issue. We have started wide with U.S., Europe, Australia, India, and Latin America. A flat taxonomy has only top-level categories. The rule of thumb is: The more you offer, the more you can ask for. Use hyphens to separate words. Keep every page 3 (or fewer) clicks from your homepage. Nina Baumann Online Marketing Expert, Linkspiel. Or maybe you have a question. Because it stops WordPress from being able to distinguish whether it is a page or product category. Target’s category page has all of the components for UX/Mobile/SEO optimization. Categories and sub-categories should be organized in folders that are reflective of your websites navigation/organization. These category/PLPs (product listing pages) are a good way of emphasizing this. WooCommerce Product Table plugin provides an alternative category page layout. Many don’t by default but will have a third party plugin that adds this functionality. Let’s skyrocket your eCommerce sales this year. Just keep every page 3 (or fewer) clicks from your homepage. You can install this useful plugin “Category Collapser for WooCommerce SEO” to solve this problem. Retail & Ecommerce Logistics. You’ll want to have an AED category, and therefore an AED page showing all of the AEDs you sell. We found out 52% of the e-Commerce store has a banner image at top of the category page. All our products are 100% GPL compatible. Sell the sizzle! That’s completely wrong. The asked us to do an SEO review of their site. Be helpful but minimalist. Post Views: 4,984 Tags: E-Commerce Product Category Structure , e-Commerce Taxonomy , eCommerce Product Categorization Services , ecommerce … That’s because it shows users the new products that have been added to your online store since their last visit to your site. Since Google is always looking for the best fit & best experience for users based on their query. Be sure to adapt to your brand and users’ needs. Avoid category names that suck. One of the most asked questions is how to structure category pages and sub category pages. In the future, we’ll get our hands on more specific eCommerce markets equal to the country. Here are 6 different types of ecommerce business models: 1. Increase the click-through rate of the category title tags by adding purchase intent keywords to titles. However, for ecommerce sites it is almost always more appropriate to use folders for your website organization. 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. Settings for Optimizing product category Pages: WooCommerce has a built in category description field. 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. I love how powerful can be the attribute pages, because you can use exactly like a category (contents, snippets, loop). 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. For any e-commerce website, it is essential to organise the category structure in a way that is clear, concise and ultimately makes sense. 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. 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. Make sure individual products link back to the nearest category. Your primary focus should be ranking your category pages for specific key terms. CRO can also help lead customers to take a specific desired action on a webpage. If you’re starting from scratch, use a tool like Buzzsumo so see your best content by shares and work through those. Besides the website’s homepage, the category and subcategory pages on eCommerce sites can account for the majority of search traffic. Criteria we followed while selecting the websites were English language website & high Alexa ranking. Products tend to come and go but categories stay. Their site is beyond UX, SEO and Mobile optimized. Outside of Adwords & PPC, CTR is merely a footnote, which is really weird. 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. Setting a Good eCommerce Category Structure. However, you can change the base slug to something else. When it comes to setting URLs for any website whether it’s Ecommerce or not, make sure the URL is clean and memorable. There's what the customer sees, and other areas that are only for employees. 1. This is where we can bring pain and pleasure. The argument for painful copy: Pain pushes us to act and react. People are emotional shoppers and images are important to emotional appeal. Get that e-mail: Did you know that e-mail is 40 times more effective at acquiring customers than Facebook and Twitter combined? 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. The site and the internal link structure are very strong tools when it comes to the optimisation of a large eCommerce site. These ecommerce sub-category pages exist outside the site's primary navigation but are more laid out for direct traffic from SEO. Category pages will receive a prominent position in a well-structured website and can be used as valuable entry pages from the SERPs. 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. of product tiles are often neglected in PLP reviews. What worked for someone else’s eCommerce store won’t necessarily work for you. If your business isn’t pure ecommerce and you offer an online booking functionality where many competitors don’t include this too. 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. Selling on the web is a highly competitive game. 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”. 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! For example, if you are selling medical equipment and one of the main products you sell is Automatic External Defibrillators (AEDs). I love to use a simple rule: one product > one category, but infinite product tags or attributes. In an ideal world, we would use categories to group the content on your website into — say — eight to ten global segments. In order to optimize URL structure there are some plugins which amends or removes the base product-category for categories. Surprisingly only 42% have schema implemented. Why we liked it: Macy’s website uses intermediary category pages and thumbnails for the featured sub-categories to help narrow down users’ searches. Instead of product-category you can write cat. 1. With 16.1% of all retail sales expected to … 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. Leverage TF*IDF analysis for creating better and more comprehensive category pages. Well not exactly. Siddharth Bharath VP of Growth, Thinkific Expert Tip – Use product filters to reduce complexity & narrow down search results. Use capitalisation a the start of important words. Below we’ve listed the top UX best practices to help you better understand your users’ needs and values. When designing a category page for your eCommerce website don’t forget to implement breadcrumbs at the top of the page. A category filter such as “What’s New” creates an awesome UX. A big part of the UX (user experience) of e-commerce sites lies in properly categorizing your products. Why we liked it: Target.com uses a clean and clear design that promotes subcategories while exposing the product list. Learn how your comment data is processed. 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. For ecommerce websites, Information architecture is really important. Katie Keith Co-Founder at Barn2 Media One of the UK’s leading WordPress web agency, Expert Tip – Lots of Products? 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 structure and navigation of your online store can go a long way toward both. We know that 39% of all web traffic comes from search traffic, compared to 35% from organic and 4% from paid ads. Treat the meta description like a mini sales letter with the goal of getting the click. 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. 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 think the next step is to have a good look at the category structure on the site. Ashley Berman Hale Director of SEO, Local SEO Guide Expert Advice – Optimize the product titles. Just as key as avoiding or stopping pain. The filter allows users to shop with a minimal number of clicks since they don’t need to visit multiple pages for new items. Get practical tips and insights on growing your eCommerce sales. 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. Make sure the price (and any markdowns) are clear. For that reason, making the most of product tiles is the best way to emphasize keyword relevance and to appeal to users. If optimized correctly they can bring in good traffic for top level keywords and reap the rewards for months. Images need good alt tags and captions. 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. Although it is worth mentioning that Google can override the description or assign one. 52% of the eCommerce store have a banner image at top of the category page. Consider a Product Table Category Layout. You can implement product table layouts directly into the WooCommerce category template along with the other advice in this article. Why is Category Page optimization crucial for any eCommerce business? 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). Why we liked it: Ulta creates high visibility for its header with fresh and relevant visuals that also promote their products. Check out our previous posts on Checkout Best Practices and great examples of Product Pages. 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. The further you get your products from the home page, the harder you make it for your customers to convert. Show color options from the Category page. It seems that most online stores have a detailed description of the product category it contains. Leverage your edge over the competition by including a phone number in your meta description if appropriate. An ideal e-commerce URL structure should look something like this: Domain.com/category/ 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. Choose them wisely. Users can filter results according to what color, shape, gender, category, size and type of helmet they are looking for. Remember, tips and best practices can guide us in eCommerce optimization and A/B testing, but there are no hard and fast rules. I highly recommend writing a couple of standard templates that can be used to write meta descriptions for your product pages. That is the ultimate UX! There is product-category slug visible to every category page URL in WooCommerce. Breadcrumbs play an important role in terms of shops usability & conversion rates. So, now that you know the site structure for category pages, let’s look at how to optimize them. It also doesn’t count at all for ranking so it’s not that big of a deal or a total top priority. Building trust with your customers and staying in Google's good graces are important components of ecommerce success. http://mysite.com/general-category/sub-category/product. Leveraging search engines is one of the cheapest ways to bring customers to your website. 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. But it is very important that the users can understand what type of products falls under a certain category. Why we liked it: H&M effectively draws shoppers to their products by highlighting a “What’s New” category filter. Creating a hassle-free user experience has several components. 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. 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. Here are three strategies to improve your category page performance. […] a high level, the primary goal should be to drive email traffic to the category page, thereby optimizing click rate. Canva is a great tool to use to create clean, high quality looking open graph images. Use the force! However, I do not recommend putting all content on a single page, as I commonly observe on some responsively designed websites. In a recent paper (Goldmanis et al. B2B is one of the largest types of e-commerce in the U.S., with total sales eclipsing $9 trillion in 2018. 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 To help answer this question we analyzed the top 50 e-commerce brands category pages. Select Setup / Ecommerce / Categories and use the Add category editor to add ecommerce categories and subcategories. Develop the very best header: The Click through landing page type is the hardest to pull off, because you are asking a lot. Each email address you collect is a lead to whom you can now send targeted email campaigns. Implementing SEO best practices when optimizing category pages is a simple way for you to drive conversions. 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. Direct to consumer and private-label selling accelerates. A product table layout can increase conversions for WooCommerce stores with lots of products. Here the companies are doing business with each other. Don’t duplicate words, use the ampersand symbol instead of “and”. But that doesn’t mean smaller websites doesn’t have any chance. Posted . So it’s better to build up your category pages. 2. Business to Consumer Businessto Consumer. They promote the upcoming discount or sale campaigns in this section. Why one product > one category? All themes and plugins are released under GNU GPL v2. 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. What is a Category Page/ PLP (Product List Page)? ‘Inspired living’ … 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. 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. Category page optimization requires a lot of dedication and time. 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. 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. SunTec’s team of professionals ensures that right number of categories/ sub-categories are created to get your site ranked high for certain keywords. 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%. Furthermore, RevZilla provides a unique filter option — visitors can opt to display products that have a “video review”. As far as WooCommerce category pages are concerned, by default these are set to no-follow. You have to agree, a pretty amazing result. To communicate content “aboutness” to both users … Total Average Description Word Count: 241 Words Total Average Description Word Count (top): 47 Words Total Average Description Word Count (bottom): 278 Words. Consider using your categories within the structure, e.g. This site uses Akismet to reduce spam. The final consumer is not involved. Figure 2 illustrates this structure. When implemented correctly, CRO increases the percentage of visitors to your website and converts them into buyers. Brendan Tully Principal Consultant, The Search Engine Shop. Among the top 50 eCommerce websites, 68% websites have used breadcrumbs. They are using the category pages as a hub and using it to link to specific sub-categories. There are many ways (and many places) to show that text in your landing, even without collapsing it by default. 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. Each page has one focus keyword. Purchase intent keywords : Buy, Click, Learn, Decide, Choose, Try, Shop, Free, Sale, Buy Now, Best, Hurry, Download, Limited Time, Win, Exclusive, Plus! There’s an assumption that if I’m “number 1 in Google” then I get all the traffic. All rights reserved. Here is a standard URL for a WooCommerce category: http://domain.com/product-category/category-name. 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. We’d love to hear about your strategies to optimize your ads and to get them to stand out from the rest! Find keyword inspiration with a thorough TF*IDF analysis and enrich your content for more satisfied users and better rankings in search engines. As the websites want to rank for more keywords without hindering the user experience. The basis for this simple classification is the parties that are involved in the transactions. 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. Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. While there is no magic formula to optimizing a product category pages but there are some golden rules you can follow. 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. Probably half the websites we work on have problems with their open graph tags or are just plain completely missing them! It’s also a good option if you want smaller images or other multimedia content such as audio and video players. 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Woocommerce Development team recommends that you know that e-mail: Did you know the site structure category... Of clicks since they don’t need to keep your website navigation and structure... Tools when it comes to assigning products to each category page layout think the next is! For search engines is one of the most of product tiles are often in... Product pages updated: September 4, 2017 tag page “Shirt” too, which is really important, before create. A result down users’ searches on their query implement breadcrumb, product & review Schema for discoverability! Description like a mini sales letter with the other Advice in this section use this layout without considering whether not. To organizing a category page, with total sales eclipsing $ 9 trillion 2018! A standard URL for a WooCommerce category pages product-category slug visible to every marketer 's problem: how to an! It also provides plenty of blog articles on them if you have more than one necklaces sure. 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