A lot of companies agree that they have problems with their category pages. Coming into the Holiday Season, it’s incredibly important to think of those things that will help the visitor move through her buying process easily, and improving the customer experience on category pages can have a real impact. Optimizing category pages can prevent “pogo sticking” behavior, reduce bounce rates, and improve overall conversion. Our clients are bold enough to work with us to verify the best of these tactics.
I’ll touch on one that seems to work across the board to help boost conversion: the “click to compare.”
Have you ever come to a category page with an incredibly long list of products, and had a hard time narrowing down your options and choosing one product? Give the visitor the option to check a box next to each product on a category page, and then have her click on a button to compare these chosen products. This not only lets the visitor take note of which products interest her from the long scrolling list, but it also gives her the ability to compare more detailed features that don’t fit in the limited space of a category page.
One of our clients, a seller of home medical supplies, gives their visitors the option to check boxes next to each product they want to compare, and then click a large call to action to “compare checked items.”
This action results in a pop up where visitors are able to compare these chosen product options on a single page in more detail.
If you don’t already offer the visitor the option to compare, help her narrow down her choices and test a version of your site where you allow her to compare her product options.