{"id":3739,"date":"2019-04-25T11:20:11","date_gmt":"2019-04-25T09:20:11","guid":{"rendered":"https:\/\/www.agconsult.com\/en\/?p=3739"},"modified":"2024-10-24T17:01:42","modified_gmt":"2024-10-24T15:01:42","slug":"ultimate-ux-tip-for-category-pages-help-visitors-choose","status":"publish","type":"post","link":"https:\/\/www.agconsult.com\/en\/usability-blog\/ultimate-ux-tip-for-category-pages-help-visitors-choose\/","title":{"rendered":"The ultimate UX tip for your category pages: help your visitors choose!"},"content":{"rendered":"    <div  class=\"Block BlogIntro\">\n        <div class=\"wysiwyg BlogIntro-Text\">\n            <p>A proper category page should help your visitors to choose. This sounds obvious, but most category pages are a disaster. What information should and should not be on your category pages? And how do you find out what info your user is looking for? Let\u2019s dive into what makes a category page good. Or bad.<\/p>\n        <\/div>\n    <\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-category-pages-should-help-your-visitors-find-what-they-need\">Category pages should help your visitors find what they need<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A category page or overview page is a <strong>page where similar products or services are listed<\/strong>. For an e-shop, for example, it will show all televisions on sale. For a telecom operator, it&#8217;s an overview of all subscription models they offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These overview pages should <strong>help your visitors (=your prospects) to find the best solution or product for them<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, most websites are not helpful at all. They just list all the products and let the visitor do all the work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>That is a terrible attitude.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine this: you walk into a store to <strong>buy a new TV<\/strong>. A salesperson takes you to the section with all the TVs. And then he waves goodbye, wishing you good luck.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He <strong>doesn&#8217;t give you any advice<\/strong>, doesn\u2019t tell you any specifications.<br>Just&#8230; leaves you there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>I&#8217;m pretty sure you won\u2019t buy your new TV in that store.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, this is exactly what many category pages do: they give you&nbsp;<strong>an overview of products, with no extra help.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Well, I&#8217;ve got news for you.<br><\/strong><strong>Online,<\/strong> <strong>your category page is your salesperson.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-not-so-helpful-novy-s-overview-page\">Not so helpful: Novy&#8217;s overview page<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A few years ago, my friend Karl was looking for an induction cooking hob.&nbsp;He visited Novy.be and got this category page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1094\" height=\"720\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb1-novy-oud.jpg\" alt=\"\" class=\"wp-image-15025\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb1-novy-oud.jpg 1094w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb1-novy-oud-600x395.jpg 600w\" sizes=\"auto, (max-width: 1094px) 100vw, 1094px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a perfect example of a terrible category page:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lousy product shots<\/strong><br>No, these images are not broken. If you look closely, you can see they&#8217;re real. They&#8217;re just lousy.<\/li>\n\n\n\n<li><strong>No product information<\/strong><br>The only information that&#8217;s shown is the product number. Woohoo!<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Do you choose your cooking hob by product number?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, Karl does not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like most of us, he wants to know:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Whether it will fit into his kitchen (size)<\/li>\n\n\n\n<li>How many cooking zones it has<\/li>\n\n\n\n<li>How much it will cost (price)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These are what we like to call <strong>the main decision criteria for a product<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-force-your-prospects-to-click-on-every-product\">Don&#8217;t force your prospects to click on every product<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Novy&#8217;s category page <strong>forces visitors to click on every single product to find out the details<\/strong>. Only then, they can decide if this is the product the&#8217;re looking for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, that\u2019s time-consuming. <strong>And so frustrating that visitors will leave your site.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bye potential customer! Bye sale!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>And all this because you are too lazy to help your visitors.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">State which solutions are suitable for your client, and which are not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Help your prospects by giving them the most important decision criteria. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By doing this, you&#8217;re not just guiding them through your website. <strong>You&#8217;re guiding them towards a sale.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-coolblue-actual-helpful-info\">Coolblue: actual helpful info!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s compare the category page of Novy to Coolblue<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you look at the product overview, you get a lot more information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aside from better pictures, Coolblue shows some actual info for each product:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Price<\/li>\n\n\n\n<li>Width<\/li>\n\n\n\n<li>Built-in dimensions<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1266\" height=\"720\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb2-coolblue-voorbeeld1-1266x720-1.jpg\" alt=\"Coolblue overview page\" class=\"wp-image-15026\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb2-coolblue-voorbeeld1-1266x720-1.jpg 1266w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb2-coolblue-voorbeeld1-1266x720-1-600x341.jpg 600w\" sizes=\"auto, (max-width: 1266px) 100vw, 1266px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Notice how all characteristics are listed in the same order? <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This makes it <strong>easy to compare<\/strong> and helps you to make a choice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Coolblue also provides handy recommendations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-novy-s-new-website-is-not-an-improvement\">Novy&#8217;s new website is not an improvement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Novy&#8217;s category page dates from a few years back. They have since redesigned their website completely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sadly, not for the better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They redesigned the site to make it <strong>look prettier<\/strong>. The outer layer has changed, but the core of the problem is not solved.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This often happens with redesigns and is one of <a href=\"https:\/\/www.agconsult.com\/en\/usability-blog\/web-design-trends-bad-for-your-website\/\">the biggest problem when you follow design trends<\/a>. A new layer of varnish will not help your site. <strong>A site is something that&#8217;s being used. Not something just to look at.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"https:\/\/www.agconsult.com\/en\/case-studies\/ghent-university-website-5-lessons-how-handle-complex-redesign-project\/\">Read our tips on how to do a redesign successfully.<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I think the new Novy website is <strong>even worse than the old one<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They now start from their own point of view: visitors need to choose between product lines first. Because, of course, every visitor knows those product lines. NOT!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1266\" height=\"720\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb4-novy-new-1266x720-1.jpg\" alt=\"\" class=\"wp-image-15028\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb4-novy-new-1266x720-1.jpg 1266w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb4-novy-new-1266x720-1-600x341.jpg 600w\" sizes=\"auto, (max-width: 1266px) 100vw, 1266px\" \/><figcaption class=\"wp-element-caption\">First you have to choose between 5 product lines: Pro, Power, Comfort, Multi zone and Domino. What are the differences between these product lines? What line is best for you? Go figure that out yourself!<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1266\" height=\"720\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb5-novy-nieuw-1266x720-1.jpg\" alt=\"\" class=\"wp-image-15029\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb5-novy-nieuw-1266x720-1.jpg 1266w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb5-novy-nieuw-1266x720-1-600x341.jpg 600w\" sizes=\"auto, (max-width: 1266px) 100vw, 1266px\" \/><figcaption class=\"wp-element-caption\">Let&#8217;s choose the Pro-line. And there&#8217;s the same shit again: a bunch of lousy pictures and no actual info. Or wait, they added some measurements. Is it the width? Length? The size of the cut-away you need? No clue. Go figure that out yourself!<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-on-a-category-page-more-is-often-better\">On a category page more is often better<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I know I often say <a href=\"https:\/\/www.agconsult.com\/en\/usability-blog\/focus-the-basis-of-every-good-web-page\/\">less is more<\/a>. But <strong>sometimes more is better.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When <a href=\"https:\/\/www.agconsult.com\/en\/user-research\/user-testing\/\">user testing<\/a> and <a href=\"https:\/\/www.agconsult.com\/en\/user-research\/online-surveys\/\">targeted surveys<\/a> reveal that your customers have different <strong>decision criteria<\/strong>, just show all of them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Remember: it&#8217;s about your client&#8217;s criteria! Not about what you think is important. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oh yes, we often discover <strong>a huge gap<\/strong> between what companies believe to be the main decision criteria of their target audience, and the decision criteria of that target audience. So please: <a href=\"https:\/\/www.agconsult.com\/en\/user-research\/\">do your user research<\/a> instead of brainstorming ideas with your colleagues.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-case-study-ab-test-for-suzuki\">Case study: AB-test for Suzuki<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On this overview page of four-wheel drives by Suzuki, there were some decision criteria displayed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Number of doors (something we discovered a long time ago when doing research for Renault)<\/li>\n\n\n\n<li>Price<\/li>\n\n\n\n<li>Co2 emissions<\/li>\n\n\n\n<li>Fuel consumption<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb6-suzuki.jpg\" alt=\"\" class=\"wp-image-15030\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb6-suzuki.jpg 1024w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb6-suzuki-600x360.jpg 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">The original overview page at Suzuki.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, our user research revealed there were 2 decision criteria that were way more important for Suzuki:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Diesel or petrol<\/li>\n\n\n\n<li>Manual transmission or automatic<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">We added this information to a variation of the category page and AB-tested it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"825\" height=\"720\" src=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb7-suzuki-825x720-1.jpg\" alt=\"\" class=\"wp-image-15031\" srcset=\"https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb7-suzuki-825x720-1.jpg 825w, https:\/\/www.agconsult.com\/en\/wp-content\/uploads\/sites\/2\/2019\/04\/categoriepagina-kiezen-afb7-suzuki-825x720-1-600x524.jpg 600w\" sizes=\"auto, (max-width: 825px) 100vw, 825px\" \/><figcaption class=\"wp-element-caption\">The variation of the same overview page, but now with decision criteria based on UX research.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-result\">The result?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The new page convinced <strong>22% more visitors to click through to a product detail page<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that resulted in a big <strong>increase in requests for offer<\/strong>, and test drive bookings.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Because this new page helps visitors to find the car model that suits them the best.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-so-which-information-should-you-list-on-your-category-page\">So, which information should you list on your category page?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It depends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The guideline is easy: show the right decision criteria so your prospects are able to make 70 to 80 % of their decision on the category page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The difficult thing is: what are those criteria for your product, your audience and your brand?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To discover that, you will have to do <a href=\"https:\/\/www.agconsult.com\/en\/user-research\/\">user research<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not sure how that works?<br>Dive into user research with our <a href=\"https:\/\/www.agconsult.com\/en\/product\/customer-driven-ux-design-user-research-course\/\">online training on user research<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-in-a-nutshell-5-pieces-of-advice-for-your-category-page\">In a nutshell: 5 pieces of advice for your category page<\/h2>\n\n\n\n<ol class=\"wp-block-list styled\">\n<li>Make sure your visitors can make 70 to 80% of their choice because you show them <strong>the right decision criteria<\/strong>.<\/li>\n\n\n\n<li>Understand that what\u2019s important to you, may not be relevant to your clients. That\u2019s why you should investigate what the <strong>explicit and implicit decision criteria<\/strong> of your target audience are.<\/li>\n\n\n\n<li><strong>These criteria can vary significantly, depending on your target audience.<\/strong> Someone looking for a BMW will have different criteria for their choice than someone looking for a Suzuki.<br>That\u2019s why you need to do user research.<\/li>\n\n\n\n<li>Make comparison easy by listing <strong>the same essentials for each product, in the same order<\/strong>. Optionally, you can add 1 or 2 more unique specifications.<\/li>\n\n\n\n<li><strong>Test your new category page!<\/strong> Does it result in higher conversion rates? <a href=\"https:\/\/www.agconsult.com\/en\/conversion-optimization\/\">Conversion optimization<\/a> is not just guessing. It\u2019s optimizing your site step by step, based on a proven process.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most websites leave lots of money on the table with their category or product overview pages. Because they lack the 1 thing that a good category page should do: helping visitors to find the best solution for them.<br \/>\n<span class=\"note-blauw\">Discover the one UX tip that will boost your category pages<\/span><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[99],"tags":[70],"class_list":["post-3739","post","type-post","status-publish","format-standard","hentry","category-usability","tag-conversion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The ultimate UX tip for your category pages: help your visitors choose!<\/title>\n<meta name=\"description\" content=\"Most websites loose money with their category or product overview pages. Because they lack the 1 thing that a good category page should do: helping visitors to find the best solution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.agconsult.com\/en\/usability-blog\/ultimate-ux-tip-for-category-pages-help-visitors-choose\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ultimate tip for category pages: help visitors choose!\" \/>\n<meta property=\"og:description\" content=\"Most websites loose money with their product overview pages. 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