Every retailer I have spoken with in the last couple of months keeps telling me they feel they have problems with their category pages. If you feel the same way then you aren’t alone.
I can’t think of many retailers who feel that their category pages are awesome. However, retailers keep copying from each other in the hope that someone knows what they are doing here. Maybe it’s time to admit we need to rethink this issue from scratch and that most category pages are broken because they don’t do their fundamental job well.
The job of the category page is to help the visitor narrow down his selection so they can find the right product to fill their needs. This is something we have been researching with clients extensively and have come to the realization that sometimes you can’t patch up something that is completely broken; sometimes you need to re-invent it.