We optimized product category page by making products look premium yet authentic.
The Problem
An e-commerce client’s product category page had a low conversion rate. Yet, the page has few usability issues as users had no problem locating information on the page and the navigation was clear and effortless.
The Audit
We found that the products on this page were described in a way that is abstract and non-descriptive, such as “premium”, “inspire users”. Content that is promotion heavy could not effectively communicate the value of the product. Our user research also confirmed that, as some users ignored the content because it “looked like an ad” and “lacks authenticity”.
The Solution
To bring the product value to life, we substantiated the claims that the product are “premium” and can “inspire others” by adding a “Top-Rated” section on the page. Since products in this section are carefully selected, they subconsciously communicate that it is “premium”. We also used high quality imagery of the product to further communicate their premium value. In addition, we listed customer ratings and innovative product features to communicate that the products can inspire others.
The Result
Adding the Top-Rated section on the page led to a 60% increase in sales revenue, where both conversion rate and the average order value rose.