Category Page Best Practices for eCommerce [2022] - ContactPigeon (2023)

The Category page groups individual product pages together based on a similar theme. Having well-structuredcategory pages is important for every eCommerce brand as it improves rankings for specific keywords and makes product exploration easier for consumers. This generates higher sales and better conversions as a result.

In this article, you’ll find a great list of Category Page best practices from category page designs to layout structures. Let’s skyrocket your eCommerce sales this year.

Table of Content

  1. What is a category page in eCommerce?
  2. Why is Category Page optimization crucial for any eCommerce business?
  3. 22 Category Page Best Practices for eCommerce
    • CRO Best Practices
    • UX Best Practices
    • SEO Best Practices
    • Mobile Best Practices
  4. 6 Really Beautiful Category Pages We Admire
    • 1: Target
    • 2:IKEA
    • 4:Macy’s
    • 5:RevZilla
    • 6: Ulta
  5. 5 common mistakes you should avoid in your Category Page
  6. Conclusion

What is a category page in eCommerce?

A category page (or product listing page) is one of the most important assets of any eCommerce store. 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. 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

Why is Category Page optimization crucial for any eCommerce business?

Besides the website’s homepage, the category and subcategory pages on eCommerce sites can account for the majority of search traffic. We know that 39% of all web traffic comes from search traffic, compared to 35% from organic and 4% from paid ads. So, optimized category pages are and should be the most important asset of your eCommerce site.

Category Page Best Practices for eCommerce [2022] - ContactPigeon (1)

22 Category Page Best Practices for eCommerce

Creating optimized category and subcategory pages for eCommerce is vital in order to match users’ searches. 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.

CRO Best Practices for Category Pages

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.

When implemented correctly, CRO increases the percentage of visitors to your website and converts them into buyers. CRO can also help lead customers to take a specific desired action on a webpage. Here are some CRO best practices for your category pages:

  • Customer Reviews: This is super important both sales-wise and SEO-wise. Make sure you collect customer reviews and try to showcase them to your category pages. Actually, showcase them on every page of your store! Thank us later for this one. ?
  • Use Browse Abandonment automation: You probably already have Abandoned cart automation to your eCommerce store. However, browse abandonment is also a big problem and not many eCommerce managers do something about it. Browse abandonment accounts for 97% of the lost visits within a customer life-cycle. Use a cutting edge eCommerce marketing automation platform like ContactPigeon to bring back visitors to your online store after they’ve left your website and convert them.
  • Nail your search engine: Make sure your Search functionality has the autocomplete functionality and that it delivers relevant results.
  • Speak your customer’s language: Use simple words for product descriptions. Remove any terminology that your supplier gives and rewrite them in an easily understandable way. Test your description against the Fletcher reading scale, and make sure that it can be read by a 9th grader.
  • Try featuring 1 product per parent category: Don’t be fooled. More features do not equal more revenue. A simple sorting feature creates a better user journey.
Category Page Best Practices for eCommerce [2022] - ContactPigeon (2)

UX Best Practicesfor Category Pages

Just like it applies for your homepage, the more seamless the UX, or user experience, the better. UX best practices impact how your user interactions with your business via your website, mobile site, and apps.

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Below we’ve listed the top UX best practices to help you better understand your users’ needs and values.

  • Try to use 7 parent categories max: Less is more. Don’t overwhelm shoppers. Be specific and clear with parent categories, using common terminology.
  • Category images: For all parent categories, use large, high quality and contextually relevant imagery.
  • Optimize your filters: Create or keep the most relevant, remove the rest. Make sure that 100% of your site it’s fully browsable only via faceted navigation
  • Design best practices: Concentrate on user experience with website designs that are clear and simple. Know your audience and create a visual hierarchy, highlighting the most important elements by making them larger and placing them on the interface.
  • Category landing page design: Brief and to the point is best for landing page design. Be sure to keep paragraphs under 3-4 lines, with descriptive subheads after every 2 paragraphs. This is because most people, 79%, only scan content, while a mere 16% actually read every word.
  • ECommerce product listing page design: These pages are the result of either category pages or internal search results. It’s important to create informative and clear headers for users with short descriptions.
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SEO Best Practices for Category Pages

Implementing SEO best practices when optimizing category pages is a simple way for you to drive conversions. Creating a hassle-free user experience has several components.

  • Loading Speed: Speed is a super important ranking factor according to Google. Therefore it is important to optimize the page loading speed of your category page. A decent loading timeis around5 seconds.
  • Site’s Hierarchy/Taxonomy: Follow the 3-clicks away rule here. This means your users should be able to find any information on your website with no more than three clicks. One way to optimize your website for the 3-clicks rule is by building an effective eCommerce product category hierarchy. Start with a set of broad main product categories. Add one or two levels of subcategories below. The lower the category, the more specific it is.
  • Category Description: Write detailed long and optimized category descriptions using related keywords. Any known SEO tool can help you but you can also achieve great (and free!) results with google’s autocomplete functionality and tools like Ubersuggest.
  • Internal linking: Try linking to a subcategory from the category description of a parent category. This may prove quite useful seasonal campaigns as you could boost them for a while.
  • Optimize keywords: Pick the right keywords for the category. Also, given the competition of some keywords, try findinglong-tail alternatives that maximize the chance of being found by search engines.

Mobile Best Practicesfor Category Pages

Mobile UX optimization is a must when it comes tocategory 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. Here are some examples of mobile best practices you can’t overlook:

  • Breadcrumbs: The breadcrumbs should be clearly visible.
  • Brand Visibility: Make sure your company’s logo is visible.
  • Watch your loading speed: Optimize your site loading speed on a mobile connection.
  • Mobile optimized design: Make sure the category page loads properly. The layout should be adjusted so each page component fits mobile screens for easy viewing and navigation.
  • Try infinite scrolling: Consider using a screen capturing tool like Hotjar to measure the impact vs the paginated version of your category page.
  • Don’t repeat: Never use the same target keyword twice.
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6 Really Beautiful Category Pages We Admire

Here are 6 examples of beautiful category pages that nailed it.

Category Page example #1: Target

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Why we liked it: uses a clean and clear design that promotes subcategories while exposing the product list.

Target’s category page has all of the components for UX/Mobile/SEO optimization. At the top of the page, you can see a traditional category page display such asFurniture, Toys or Electronics. It is easy to navigate links to subcategories.

At the bottom of the page, Target highlights individual product listings, encouraging fewer clicks by having products visually displayed. It also provides plenty of category filters to allow visitors to narrow down the products quickly

Category Page example #2:IKEA

Why we liked it: IKEA makes shopping easy by using subcategories to specify the users’ search before showing products on their intermediary category pages.

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.

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. Their site is beyond UX, SEO and Mobile optimized. This means a seamless shopper journey across all devices, thus, a high sales conversion rate.

Category Page example #3:H&M

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Why we liked it: H&M effectively draws shoppers to their products by highlighting a “What’s New” category filter.

A category filter such as “What’s New” creates an awesome UX. That’s because it shows users the new products that have been added to your online store since their last visit to your site. The filter allows users to shop with a minimal number of clicks since they don’t need to visit multiple pages for new items.

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Category Page example #4:Macy’s

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Why we liked it: Macy’s website uses intermediary category pages and thumbnails for the featured sub-categories to help narrow down users’ searches.

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. Simplified shopping is key to an unforgettable UX.

Category Page example #5:RevZilla

Category Page Best Practices for eCommerce [2022] - ContactPigeon (9)

Why we liked it: Revzilla makes buying the right helmet easy with their filters to sort and rank products according to several criteria.

Users can filter results according to what color, shape, gender, category, size and type of helmet they are looking for. Furthermore, RevZilla provides a unique filter option — visitors can opt to display products that have a “video review”.

Category Page example #6: Ulta Beauty

Category Page Best Practices for eCommerce [2022] - ContactPigeon (10)

Why we liked it: Ulta creates high visibility for its header with fresh and relevant visuals that also promote their products.

Headers should be designed to be informative and helpful to your shoppers. Ulta does this and more. The brand also visually displays their featured products, breaking up mundane text headers with special offers and discounts. That is the ultimate UX!

5 Common mistakes you should avoid in your Category Page

  1. Very long descriptions
  2. Bad mobile UX
  3. Slow loading speed
  4. 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)
  5. Using too many filters


Category page optimization requires a lot of dedication and time. 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.

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Remember, tips and best practices can guide us in eCommerce optimization and A/B testing, but there are no hard and fast rules. What worked for someone else’s eCommerce store won’t necessarily work for you. You should never blindly copy case studies and competitors. Be sure to adapt to your brand and users’ needs.

Found this post helpful? Check out our previous posts on Checkout Best Practices and great examples ofProduct Pages.

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How do you optimize ecommerce category pages? ›

SEO: 7 Ways to Optimize Category Pages
  1. Start with Metadata. Title tags and meta descriptions are the basic form of content optimization. ...
  2. Make Headings Relevant. ...
  3. Include Text. ...
  4. Use Featured Content. ...
  5. Make Link Text Relevant. ...
  6. Emphasize Category Navigation. ...
  7. Header and Footer Links.
2 Sept 2020

Which category is best for ecommerce? ›

Here are the other top ecommerce categories ranked by total sales:
  • Food and beverage: $78.28 billion.
  • Toys and hobby: $74.03 billion.
  • Books/music/video: $54.02 billion.
  • Office equipment and supplies: $19.35 billion.
  • Other: $58.32 billion.

What makes a good category page? ›

A good product category page has the option to filter products by material, size, and other key attributes, but they also make it easy to sort products into subcategories so that shoppers can discover the best items for them.

What is a category page in ecommerce? ›

a) Product Listing Category Page

This structure lists all the products in one place, enabling shoppers to browse product selections and compare prices quickly. Shoppers can easily filter and sort products to quickly match product searches to their intent.

Should I index my category pages? ›

Category & Tag pages should be left indexable only if you have a Tag and Category strategy in place. This strategy should be a part of your overall Search Engine Optimization plan to help indexed pages rank better. Category pages are great for improving user experience and adding more internal links to your website.

How many categories should a website have? ›

There's no specific number of categories that you should have. In most cases, you'll want somewhere between 5 and 10 in order to properly categorize your posts and make your site easy to browse. Categories are meant to encompass a large group of posts.

What are the 4 categories of e-commerce? ›

Business-to-Consumer (B2C) Consumer-to-Consumer (C2C) Consumer-to-Business (C2B) Business-to-Administration (B2A)

What are the 3 major categories of e-commerce? ›

There are three main types of e-commerce: business-to-business (websites such as Shopify), business-to-consumer (websites such as Amazon), and consumer-to-consumer (websites such as eBay).

What should be in a category strategy? ›

The Category Plan should call out the name of the project, description of the project or tactic to be used, strategy alignment, value, and timing. A Project Prioritisation Matrix is a useful tool here to help you through this process.

What makes a successful category manager? ›

A category manager needs a broad range of skills to be successful: Hard analytical skills, such as the ability to analyze large swaths of data to identify trends and gaps in the market, the ability to implement a strategic plan aligned with the goals of the business, as well as soft skills to communicate and negotiate ...

How can I improve my product category? ›

If you want to improve a category page's ranking, you need to target search engine users who already know what product type they want and are ready to buy. To identify the “right” keyword target for a category page, SEO pros may benefit from differentiating keyword types based on search intent.

What are the 6 categories of a website? ›

Different types of websites:
  • Blogs. ...
  • Business/Corporate Websites. ...
  • NGO /Non-Profit Websites. ...
  • E-Commerce Websites. ...
  • Educational Websites. ...
  • 6. Entertainment Website. ...
  • Portfolio Website. ...
  • Social Media Websites.
2 Mar 2020

How do you rank a category page? ›

Takeaways for Ranking Category Pages
  1. Optimize internal linking. Make sure category page is well linked to within site.
  2. Don't keyword spam. Repeating keywords can cause Google to regard the page with caution.
  3. Links are Good. But… ...
  4. Make it easy for users to find the category page.
30 Sept 2019

How do I choose a category for my business? ›

To add or edit your primary category: On your computer, in the “Primary category” box, enter and select the category from the options that show up. To add an additional category: Select Add another category. Then, in the “Additional category” box, enter and select the category you want to add.

Do categories affect SEO? ›

Category pages drive more traffic to e-commerce sites

The goal was to see if product or category pages performed better in SEO rankings. The results showed that category pages outperformed at 27 of the 30 sites examined. They received a whopping 413% more traffic and had 19% more ranking keywords than product pages.

Should you show categories in search results? ›

While you always have to use categories, you don't always have to use tags. However, it's better if you do because both help users easily navigate your site. They also help search engines crawl your website more easily and understand what it's about.

Should I use tags or categories? ›

Categories are best used for broad groupings of topics. For example, if you're creating a site that reviews media, you might use categories such as Books or Film or TV. Tags are much more specific topics that you want to use to associate related content.

How do you arrange categories on a website? ›

  1. Use simple, clear and descriptive category names (Don't use something like “Other”)
  2. Use categories that will cover a large number of posts, not just one or two. Categories are meant to encompass a group.
  3. Don't create too many categories. ...
  4. Be consistent. ...
  5. Assign a post to more than one category.
23 Jan 2019

What are 3 things every website should have? ›

5 Things Every Website Should Include
  • Clear description of who you are.
  • Contact page.
  • Small chunks of information.
  • Easy mobile navigation.
  • Customer testimonials.
21 Oct 2020

How many categories can a page have? ›

Best practices to choose a category for your Facebook Page

When you set up your Page, you can select up to three categories for your business.

What are the 7 unique features of e-commerce? ›

The seven unique features are Ubiquity, Global Reach, Universal Standards, Richness, Interactivity, Information Density, and Personalization / Customization.

What are the five categories of e-commerce? ›

There are six major eCommerce business models:
  • Business to Consumer (B2C)
  • Business to Business (B2B)
  • Business to Government (B2G)
  • Business to Business to Consumer (B2B2C)
  • Consumer to Consumer (C2C)
  • Consumer to Business (C2B)
11 Oct 2021

What are the 8 elements of e-commerce? ›

These elements are value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team.

What are the two main categories of e-commerce? ›

The primary e-commerce models broadly cover two main categories: business to consumer (B2C) - selling products/services directly to consumers. business to business (B2B) - selling goods/services to other businesses.

What is E business category? ›

There are six basic types of e-commerce — Business-to-Business (B2B), Business-to-Consumer (B2C), Consumer-to-Consumer (C2C), Consumer-to-Business (C2B), Business-to-Administration (B2A) and Consumer-to-Administration (C2A) — and all of them represent a different purchasing dynamic.

What top 5 features are a must for any e-commerce site? ›

Here are the five most critical elements that every e-commerce website should have:
  • Mobile-friendly, responsive design. ...
  • High-quality images and videos. ...
  • User-friendly navigation, search, and product filtering. ...
  • FAQ section. ...
  • Enticing product descriptions.
22 Sept 2021

What are the six features of e-commerce? ›

6 key features every eCommerce website needs
  • General information. ...
  • Online account. ...
  • Product pages. ...
  • Shopping basket. ...
  • Secure checkout. ...
  • FAQs.

What are the 4 P's of category management? ›

The four P's of category management are: product, price, placement, and promotion.

What are the 3 basic strategies? ›

According to Porter's Generic Strategies model, there are three basic strategic options available to organizations for gaining competitive advantage. These are: Cost Leadership, Differentiation and Focus.

What are the 3 types of category management? ›

Category management is the most evolved procurement strategy of the three common approaches (tactical purchasing, strategic sourcing and category management).

What is a good category management? ›

A successful category management process involves organizing similar or interrelated goods and services into specific categories in order to leverage opportunities for consolidation, contingency development (as a function of business continuity planning, for example), and improving supply chain performance, value, and ...

What is a category growth strategy? ›

Category growth strategy looks to positively impact shopper behavior using a mix of four key drivers. The first growth driver is penetration. This is all about creating a set of activities for the brand in order to attract new shoppers and consumers into the category.

How do you grow a new category? ›

5 Essentials for Creating a New Market Category
  1. Start with the why. Simon Sinek's "Start with the Why" provides valuable insight on how great leaders inspire action. ...
  2. Select the right team. ...
  3. Bigger is not always better. ...
  4. Embrace and acknowledge your competition. ...
  5. Stay on message.
17 Jun 2015

What is category optimization? ›

Well-optimized categories pages on a strong navigation helps customers narrow down choices from a broad product selection quickly. Shoppers simply prefer having a wider, bird's eye view of all the products in categories before making any final decisions.

What are the 4 types of product modifications? ›

Managing Existing Products
  • Line Extensions.
  • Product Modifications.
  • Quality Modifications.
  • Functional Modifications.
  • Aesthetic Modifications.

What is the 5 essential parts of a website? ›

Companies need to understand and optimize the five most vital components of a website page – navigation, headers and title tags, body content, images, and social buttons.

What is a good PageRank? ›

The PageRank Score

A PageRank score of 0 is typically a low-quality website, whereas, on the other hand, a score of 10 would represent only the most authoritative sites on the web.

How do I write contents for a category page? ›

How to write optimised category content
  1. Step 1: Keyword research. ...
  2. Step 2: Organise your keywords by page. ...
  3. Step 3: Write the content. ...
  4. Step 4: Make category content 'readable' ...
  5. Step 5: Call to action. ...
  6. Step 6: Make it easy to access subcategories.
31 May 2018

What is the most successful business category? ›

Most Profitable Business Ideas
  • Business Consulting. If you're an expert in your industry and have been working at it for years, you should consider consulting. ...
  • IT Support, Technology Consulting, and Repair. ...
  • Cleaning Services. ...
  • Accounting and Tax Preparation. ...
  • Auto Repair. ...
  • Real Estate. ...
  • Online courses. ...
  • Marketing and PR Services.

What is Category example? ›

The definition of a category is any sort of division or class. An example of category is food that is made from grains. (logic) Any of the various basic concepts into which all knowledge can be classified.

What are examples of business category? ›

Business Types include:
  • Consultant.
  • Advertising/Marketing/Branding/PR.
  • Government Agency.
  • Financial Institution/Investment Bank.
  • Not for Profit.
  • Association.
  • Packaging/Design.
  • Publisher.

How do I optimize my eCommerce website? ›

13 Tips for eCommerce Optimization
  1. Improve Product Pages.
  2. Optimize Your Pricing.
  3. Use Personalization.
  4. Optimize for Mobile.
  5. Use an Upsell.
  6. Create Urgency With Flash Sales.
  7. Overcome Other Specific Objections.
  8. Build an Email List.
3 Jan 2020

What are some of the best ways to optimize a page of content? ›

Best practices for optimizing meta descriptions:
  1. Write unique meta descriptions for each page. ...
  2. Keep meta descriptions between 50–160 characters long. ...
  3. Include your target keyword. ...
  4. Match search intent. ...
  5. Attract clicks by writing compelling copy. ...
  6. Include a Call to Action (CTA). ...
  7. Avoid misleading copy to attract attention.

What is a category strategy? ›

Category strategy is when a business entity, organization, or procurement department places like-products, goods, and services into a variety of groups. Those groups are then each defined and treated as a singular unit rather than a collection of individual pieces.

What are 3 key success factors for creating an effective ecommerce website? ›

Six factors in ecommerce success:
  • Regulation of product pricing. It's natural for customers to compare prices between brands. ...
  • Maintaining high quality products. ...
  • Improving store accessibility. ...
  • Making a wonderful first impression. ...
  • Securing your shipments. ...
  • Taking advantage of m-commerce.
8 Aug 2017

What are the top 3 ranking factors for an ecommerce website? ›

Top 10 Google Ranking Factors for eCommerce
  • Google Ranking and BackLinks. Your website's backlinks are one of the essential SEO rankings. ...
  • Mobile-Responsive Design. Google wants to provide its users with the best possible experience. ...
  • Page Speed. ...
  • Search Intent. ...
  • Meta Tags. ...
  • Site Architecture. ...
  • High-Quality Content. ...
  • Schema Markup.
20 Oct 2020

How much RAM is enough for ecommerce website? ›

To effectively run a single server online store, whether you build it on your own or use a platform like Magento, you'll want at least 2GB of RAM. If your website gets millions of views and you handle a large number of transactions, then it's better to choose a plan with at least 4GB of RAM.

How do you design a category? ›

How to Execute Category Design
  1. Define the problem. Understand the fundamental problem you're trying to solve and who you're solving it for. ...
  2. Develop a category “point of view” and category name. ...
  3. Update your messaging and product roadmap. ...
  4. Evangelize your category. ...
  5. Execute lightning strikes.

How do you display categories? ›

Displaying Category Descriptions in Each Post

If you want to display a category description inside single posts, then you can add a code snippet to, say, the single. php or footer. php template. If you're using a child theme, then you need to first copy the template from the parent theme to the child theme folder.

What are the five most important on page optimization factors? ›

SEO can be divided into two techniques: On Page SEO, Off Page SEO.
Top 5 On Page SEO Factors
  • On Page SEO Factor 1 – Keyword Research: ...
  • On Page SEO Factor 2 – URL Optimization: ...
  • On Page SEO Factor 3 – Meta Tags: ...
  • On Page SEO Factor 4 – Header Tags: ...
  • On Page SEO Factor 5 – Content Optimization:
30 May 2017

What are the 3 primary components of on page optimization? ›

Elements of Onpage Optimization
  • Technical optimization. There are three main technical components of a website that can be optimized: ...
  • Content. Content, in this context, doesn't only refer to visible on-screen elements like texts and images. ...
  • Internal links and structure. ...
  • Design.

How do you optimize your content in 2022? ›

Content Optimization: 24 Strategies for 2022
  1. Optimize for Search Engines. Include Relevant Keywords. ...
  2. Optimize for Social Shares. Use Open Graph Tags. ...
  3. Optimize for Conversions, Acquisition and Retention. ...
  4. Optimize Your Content to Hold Attention. ...
  5. Optimize Your Subheadings and Table of Contents.
  6. Content Optimization Software.
3 Jan 2022


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