When you’re viewing a list of products, think about what you might want to see yourself. What are you looking for when you’re browsing through the list? The amount of content you display per product and how that content is presented can help or hurt your chances of engagement, depending on what your audience is interested in viewing.
Depending on the product, you’ll often want to prominently feature product images. Larger hero images help customers quickly scan the page for products they may be interested in.
Dermalogica utilizes rollovers to show an alternate image on their product listings. When the customer mouses over the base image, the secondary image is shown.
These added images often provide more context around the consistency of the product or the product in use, which can help the customer visualize how they might use the product.
Customers often rely on social proof to determine if the product is worth obtaining. When a product is highly rated, it alleviates some of the buyer’s concerns. When presenting ratings, consider making them prominently visible.
Experiment with the following options to make them stand out:
Adding context-sensitive badges to your product listings can help a buyer decide, at a glance, which products they might want to investigate further. For instance, a regular shopper of your website might want to know what’s new. A “New” badge on products in a category would allow such a buyer to quickly know what’s been added as they browse.
Some badges might include:
e.l.f. Cosmetics features badges overlaid on their product listings for a number of different callouts. In this example, they highlight “Best Sellers” and “New” products. Customers can glance at the product listings and instantly know what’s new and what’s currently trending.
You don’t want to overwhelm the category page with text. Think about what’s important to display and what isn’t. You can always provide more information on the product details page.
Simplify the text – Consider reducing what info is shown and simplifying how you say it.
Each entry indicates that if you spend:
This repetitive info is wasting space that can be filled with other products. It should be moved to a banner or only added to the product details page.
Rollovers can be a good way to simplify the page while still presenting context-sensitive info to customers. Customers would see several larger product images at first glance, but the added info appears when they mouse over an image.
Examples of content you might present in a rollover:
Dermalogica leverages rollovers to present alternate images to buyers.
In this mockup, you can see how the rollover could also be used to present product info and/or CTAs.
One option to consider is adding additional filters or subcategories for certain product attributes, rather than listing the attributes beneath the product.
On their suits category page, they have a filter for suite size but they also list the size below the rating. They could just leverage the filter or break these out into subcategories.
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