Article

12min read

The Definitive Guide to Creating Perfect Product Listing Pages in 2023

Most e-marketers are well aware that product pages play a significant role in the buyer’s journey – as they are the main interface between products and users.

While there is a ton of information with e-commerce tips on  “how to optimize product pages,” less is said about product listing pages.

When in fact, product listing pages play a huge role in the buyer journey and the overall conversion rate. Your product listing pages need to be created with your visitors in mind to help them scroll and effectively search for their desired products.

If you want your visitors to convert after visiting your product listing pages, there are a few best practices you should follow.

What is a product listing page?

Product listing pages (PLP) are the results of either category pages or internal search results.

They play a huge role as a “catalog” because they actually display all products inside a category or after a filter is applied.

Product listing page example for e-commerce website

When done right, product listing pages can have a significant impact on the user’s experience.

The true impact depends on several factors such as your value proposition, the products’ attributes, as well as the overall quality of the information provided.

Now that we have a clear definition of product landing pages, let’s discuss 10 best practices to follow in order to create a more powerful product listing page that converts.

The 10 best practices to create perfect product listing pages

1. Optimize headers

Headers play the “title” role of each category and listing page design.

They’re the main indication of the page’s content and should be treated as the most important thing. If the header does not properly describe the page or the category, visitors will not be able to find what they are looking for.

In the image below, beauty specialist Ulta bets on shiny visuals to increase its headers’ visibility. It’s a good solution to avoid “all text” headers that can seem dull at first glance.

Take care of the headers of your product page

In addition, never forget to include your keywords inside your <h1> tags. Not only will this make them more visible on the page, but they’re also a bit part of your on-page SEO efforts that will help you appear higher in search results.

Note: headers can also be used as promotional spaces to display featured products, special offers, and discounts.

2. Test list view vs. grid view

Unfortunately, there’s no easy answer when it comes to choosing between list and grid views.

In fact, it all depends on what type of products you’re selling and what experience you want to provide. Let’s look at the best time to use each one:

List view

List view is better suited for products that require extensive information and specifications in order to help customers compare aspects of similar products.

It’s a great fit for technical products like TVs, computers, electronics, DVDs, hardware, etc.

However, this isn’t the only time to use list view for your product pages.

If we take a look at the image below, Wine.com sells luxury wines and champagnes. In this case, it’s important that visitors take their time benchmarking the brands and “grands crus” before making a purchase decision.

Notice how they capitalize on the extra horizontal space to display ratings.

Pros of list view for listing product page

Grid view

Grid view is mostly used for products that rely a lot on pictures and can be compared quickly without paying much attention to the specifications. It also allows for more visual experiences.

Amazon uses grid view to display products inside its “gift ideas” category. They also use tags to rank the bestsellers and lure visitors into clicking on the products based on their popularity.

Grid view pros for listing page

3. How many products per page and per row to display?

If you opt for a grid view template, there’s no doubt that you’ll eventually come to the question, how many products per row?

As for choosing between list and grid view, there’s no single answer that will fit everyone’s needs.

In fact, the number of products displayed per row depends on 3 main factors:

1. Image size – If you choose to display big, high-resolution images; there’s no doubt that you will have a hard time squeezing more than 4-5 products in a row.

2. Number of products – The number of products listed per row also depends on your total number of products for a given category. If you only have 12 products to display, it’s a lot more coherent to opt for a 4X3 grid structure rather than 2X6. You need to fill the page visually.

3. Volume of information – Not all products are considered equal when it comes to their product description. Some products natively require more information than others.  The more space they need, the fewer products you will display.

Ideal number of products to display on a e-commerce listing page

In the image above, Canada Goose, a high-quality outerwear provider, relies on a 2-products-per-row structure. This strategy highlights the visuals and delivers a more premium feeling to the user’s experience.

4. Pick effective product thumbnails

Product thumbnails are very important, especially for visually-driven industries such as beauty, apparel or travel.

Your product thumbnails should include equally attractive images and create a sense of harmony in the product listing page design.

Regarding their size, it all depends on your brand image and your industry – fashion and apparel generally opt for bigger visuals to showcase the product.

In the image below, Asos, an online fashion company, displays its product images on a gray background. This is a technique commonly used to increase the contrast and highlight the products.

Product per e-commerce listing page

5. Implement intuitive navigation

No matter the level of page depth, navigation always plays a crucial role in the user’s experience – and your product listing page should not be different.

Because some products have complex specifications and require extensive sorting options, pay attention to your website’s performance when it comes to sorting products and helping customers find their perfect product.

In the image below, RevZilla does a great job of guiding customers through the endless journey of finding the right motorcycle helmet.

Faceted search for easy to navigate product catalogue

They use their left column to help customers sort and rank products according to several criteria (faceted search):

  • Color
  • Type
  • Shape
  • Category
  • Size
  • Gender

Bonus point: RevZilla provides visitors the opportunity to only display products that have a video review. This is a huge value proposition compared to their competitors.

6. A/B test your product listing pages

There is no secret when it comes to Conversion Rate Optimization (CRO) – testing is what makes it work.

The recipe for success doesn’t change for your product listing pages, you just have to A/B test them.

Now the question is, how can you do that? 

We have great news for you: we’re A/B testing specialists.

Making a good product listing page isn’t easy. You will have to identify elements that work and elements that don’t to gradually increase your conversions and offer an overall better user experience to your customers.

Want to start optimizing your product listing pages? AB Tasty is the best-in-class experience optimization platform that empowers you to create a richer digital experience – fast. From experimentation to personalization to smart search, our solution can help you activate and engage your audience to boost your conversions.

AB Tasty Demo Banner

7. What information to display?

There are tons of options regarding which information you can display on your product listing pages and category pages.

Simply put, you need to display information that will effectively help and convince consumers to move down the funnel and make a purchase.

In order to help you choose, here’s a list of information that may be displayed on your product listing page:

  • Star ratings
  • Discounts
  • Color options
  • Stock availability
  • Best-sellers
  • Add to cart
  • New / Used
  • Short descriptions

As an example in the image below, BestBuy does a great job of providing useful information on its product listing page. Besides the pictures and the price, they also added: star ratings, discounts and an add to cart button with a smart color hierarchy.

What information to display on a product listing page

8. Sort your products like a pro

Sorting options have a sole purpose: narrowing down the number of products in order to increase conversion.

Your sorting options should be based on your audience’s needs and expectations regarding your products. Thinking in the mind of your customers is crucial for optimization at this point in the digital customer journey.

Let’s take WatchShop as an example.

How to sort products in e-commerce listing page

WatchShop knows that watches come in all sorts of shapes and colors, so they created various sorting options to match visitors’ requests. This includes water resistance, strap type, case color, movement type and so on.

It’s all tailored to match customers’ expectations – and it delivers.

9. Should you use Quick View?

Quick View is an e-commerce function that allows visitors to generate a miniature version of the desired product page. In other words, it’s a mini product page that generally embeds a direct “add to cart” button.

Unfortunately, there’s no consensus on the matter and e-commerce experts have gotten into endless debates to solve this issue without much success.

However, research led by Baymard found that Quick View actually does more harm than good when it comes to users’ interaction and conversion rates.

This is simply because some users confuse the Quick View with the full product page.

9. Leverage SEO for product listing pages

SEO is a big deal for most e-commerce players.

In fact, search engine traffic accounts for around 50% of all e-commerce traffic according to a 2023 study led by SmartInsights.

There are two main reasons that justify the dominance of product listing pages regarding SEO:

A. Product listing pages are keyword rich

Because they contain the names, brands, prices, specifications, and descriptions of products, category pages tend to be keyword rich. This means that they naturally rank for a lot of keywords in search engines.

B. Product listing pages are the most heavily linked to

Product listing pages are typically where you want your customers to start their journey (or alternatively on the product page itself), which is why SEO pros tend to focus their efforts on these pages. Besides this, all products within a category generally link back to that category, which is a strong internal link-building pattern.

The ultimate product listing page

Creating product listing pages will look a bit different depending on your market sector. However, for maximum performance, keep these best practices in mind for your e-commerce brand.

The ultimate product listing page is clean, easy to navigate, attractive and encourages customers to make a purchase.

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Article

10min read

10 Best Practices for Shopping Cart Page Optimization

Did you know that 70% of online shoppers abandon their carts?

According to the Baymard Institute, this number comes from an in-depth analysis that benchmarked 48 different studies on shopping cart abandonment rates.

This may not come as a surprise for experienced e-marketers, but the truth is that 7 people out of 10 will actually abandon their cart and end their shopping journey without making a purchase.

This is clearly a lot of lost revenue. So, how can you bring that percentage down?

This article aims to answer that question. We will cover best practices to help you diminish the abandonment rate and optimize your e-commerce shopping cart page for conversions.

Adopt clear UX parameters for shopping cart optimization

First of all, let’s start with a firm foundation. Your shopping cart page should adopt a clear, simple, and fast UX. This simple 3-step formula (CSF) is the cornerstone of any successful cart page:

  • Clear – There should be nothing messy, concerning, or misleading about your cart page. It should ideally display all the important information on a single page without the need to scroll too far or visit any other page.
  • Simple – Your cart page should display all the information using comprehensible, crystal-clear language and a design that leaves no room for misunderstanding.
  • Fast – The more time visitors spend on your cart page, the more likely they will leave it. If you apply the first two critical elements (simple+clear) to your page, the resulting cart page experience should also be fast.

As there are many elements on your page that you can optimize and run tests on to find the best solution, it’s important to follow this CSF framework for harmony.

Want to get started on A/B testing for your shopping cart page? AB Tasty is a great example of an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard and determine which route will increase your revenue.

AB Tasty Demo Banner

Knowing these 3 crucial elements, it’s high time we dive into our 10 best practices for e-commerce shopping cart pages.

10 best practices for your shopping cart pages

1. Create a detailed product summary

Just moments before your visitors proceed to checkout, they’ll land on your cart page which has one sole mission: lead your visitors to actually pay.

For most e-commerce buyers, the cart is a page used to review their order.

In order to help them do so, your mission is to clearly display all the relevant information regarding the product.

Below is a great example of a check-out page from ASOS that includes all the necessary details for a clear and easy review. Users know exactly which product they will purchase as well as the color, size, and quantity.

Detailed product summary on shopping cart page

When crafting your cart page, be sure to follow this example and include these elements:

  • Item thumbnail
  • Exact name
  • Item specifications (size, power, capacity, memory, features…)
  • Quantity of items in cart
  • Item color

Having all these elements shown to your customers allows them to quickly review their order and have confidence in their purchase.

Including all relevant details will decrease the percentage of cart abandonment that is typically caused by the lack of precise information.

2. Choose a clear, user-friendly color code

There have been many studies about the psychology behind colors. However, there’s no single answer on which color will fit all websites and solve all abandonment rate problems.

One thing that we do know for sure is that visitors love harmony and clear designs when it comes to UX.

Let’s look at the luxury shoe brand Jimmy Choo. For their check-out page, they kept a simple design by using a black button that clearly stands out, making it straightforward to click.

Clean color code on shopping cart page

Famous shoe-maker Jimmy Choo uses an elegant yet efficient black and white color code in order to clearly display the information on the cart page.

Notice that the checkout button efficiently stands out as the only black button on the page, making it extremely straightforward to click it.

3. Display explicit and detailed information about shipping and returns

What is the number one reason behind shopping cart abandonment in the US? Hidden shipping costs.
Online buyers despise hidden and last-minute shipping costs. As you can see in the image below from Baymard’s study, it’s by far the most popular reason for cart abandonment compared to others.

cart-abandonment-stats

Displaying transparent shipping and return policies is a key factor in enhancing conversion and gaining customers’ trust.

4. Craft clever information hierarchy and non-competing CTAs

Information hierarchy is the structure used to display and rank information according to its importance.

While designing cart pages, pay attention to the logic behind buttons, columns and titles as they will heavily influence the users’ perception.

You can use various colors in your CTAs (preferably matching your brand) although we recommend a maximum of 3-4 colors at a time.

Colors do help you gain visitors’ attention, so use them wisely:

  • Highlight important information
  • Use a distinct color to distinguish the CTA
  • Use lines or columns to structure your page

In the image below, Zappos, a USA-based shoe marketplace, does a great job of providing an efficient and clean shopping experience.

Shopping cart page with clear information hierarchy

The shopping cart page skillfully guides customers through the buying journey; we appreciate the neat layout emphasized by a simple 3-step color code (orange=very important; blue=important; grey=secondary).

5. Deploy payment options that your users love

Having different payment options is a necessity in today’s ultra-competitive e-commerce environment.

If you run an international e-commerce store, bear in mind that payment methods differ from one country to another: what’s used in North America isn’t necessarily the same as in Europe or in Asia.

To combat this, try to redirect customers based on their IP location to offer them a personalized experience based on the local currency and their preferred payment methods.

Various payment options on shopping cart page

In the image above, Adidas provides 6 different payment methods including Paypal, VISA and Apple Pay. This is an absolute necessity for large and global stores.

6. Show security seals and reassuring elements

In the same report from Baymard, the lack of trust in the payment accounted for 18% of abandoned cart rates. Trust seals, or trust badges, are very important to show your users that your site is legitimate.

In fact, they actually matter more than peer recommendations or trustworthy design. According to Baymard, here are the badges that give visitors the highest perception of a safe and secure site:

trust-seals-online-payments

7. Offer phone, chat or email assistance

Displaying a clear contact number and address details can impact your user’s level of trust. Shoppers want to make sure that your business is legitimate and not an online scam.

Furthermore, your visitors want to feel that there are actual humans behind your website.

Offering a live chat or phone assistance service right on the cart page is a great option to gain customers’ trust, legitimize your business and humanize your brand identity.

Wondering how to design your chatbox? Take a look at Victoria’s Secret’s page in the image below. They have chosen their most vibrant color, pink, to increase their call-to-action visibility.

Live chat integration on shopping cart

8. Add a “continue shopping” option

A “continue shopping” option is a smart way to offer your visitors a way to abandon their cart without leaving your website. They’ll have the freedom to continue browsing after they’ve already added items to their cart.

As some online shoppers actually use carts as “wishlists,” they can store items that they intend on purchasing later on.

9. Display legible thumbnail images

There’s nothing more annoying than a tiny thumbnail that barely helps to identify a product.

When customers review a product, you should give them the opportunity to see it correctly in a convenient size and resolution on both mobile and desktop.

Live chat integration on shopping cart

In the image above, Apple makes it very easy to distinguish the chosen product. The image used is bright and clear. Their customers will be absolutely certain that they’ve got the right item in their bag.

10. Push complementary products

Offering complementary product recommendations, or cross-selling, is nothing new in the e-commerce world.

However, displaying complementary products inside the shopping cart page is something worth testing if it could bring you a higher AOV.

For more testing ideas, check out our e-book: 50 Tests You Should Know For Website Optimization

Complementary products displayed on shopping cart page

Why optimize your shopping cart page?

An optimized shopping cart page is crucial to sales.

The shopping cart page is the last step your visitors take before their purchase. In this step of their digital user journey, it’s important to ease customer concerns in any way possible and promote a seamless checkout flow.

Every online e-commerce should be testing different elements of its cart page to find what works best for converting passive visitors into active customers.

Read more: Go one step further and improve your e-commerce product page performance to push your visitors to the cart page.