The growth of your business in the digital environment largely depends on the user experience you provide . When businesses often focus on optimizing their homepage or product description pages, they tend to ignore e-commerce product listing pages, which are a hidden goldmine for higher click-through rates and conversions.
What is a Product Listing Page?
Product listing pages act as a catalog in your virtual storefront. They list all available products under a particular category, serving two main roles (product awareness and conversion enhancers). Product listing pages (PLPs – Product Listing Pages) appear when users search your e-commerce store for a product in that category.
For example, let's say you are searching for men's t-shirts. This search presents your PLPs to the user by listing the t-shirts for men in your online store. Customers can use filters according to their needs to refine their search and narrow down the results. That's why product listing pages are also considered search results or category pages.
A good product listing page should include:
- a short description
- Images and videos
- Customer reviews
- Price
- Order options such as “Add to cart” or “Buy”
Ecommerce product listing pages do much more than just showcase products. They act as a bridge between your customers and the product description page and convince them to make a purchase. These pages are also where customers first encounter products on your e-commerce website, unless they're looking for something very specific. That's why creating PLP is the best way to leave a lasting impression on your customers and influence them to click on your site.
3 Product Listing Optimization Tactics To Convert Your Website Visitors To Buyers
Let's take a look at three effective strategies that will improve your user experience on product listing pages and achieve better ecommerce marketing results.
1) Make Page Layout Attractive and Easy to Navigate
One of the priorities for optimizing your ecommerce product list is to create an engaging page layout that engages your audience and convinces them to make a purchase. You should also focus on page speed. Here are some important tips for you:
- Your product listing page should load in two seconds or less. If the page takes too long to show all the products, it may hinder the customer's purchases. According to Neil Patel, 40% of consumers leave a website when it takes more than 3 seconds to load. For this reason, you should optimize your page speed on your product listing page to improve the user experience.
- Instead of scrolling forever, you should add pagination or a "load more" option. In this way, you can make users feel less constricted and see the product as much as possible. When you add the “Load more” option, this allows users to evaluate more options.
- You must not add more than four images to a row and present them in grid view. For mobile scanning, prepare the number of images to be two per row. This ensures that your page looks organized and offers an advanced product display service.
- Use an SEO-friendly title and compelling text and place it at the top of your product listing page.
2) Present a Glamorous and Fascinating Product Appearance
The impression when visitors to your e-commerce store view your PLP should be quite impressive. For this reason, it is very important to make your product listing page visually appealing. This is especially true for mobile commerce. Presenting products effectively and avoiding eye strain is a powerful strategy for improving mobile conversions. Here are some tips for you:
- Use high-quality product images and standardize them aesthetically. Standardizing means keeping the same background colors, angles and images for each of your products.
- Use short and engaging product videos.
3) Add Triggers to Convince Your Customers
Adding persuasion triggers, such as flash sales or timed offers, can help instill a sense of urgency in your visitors. For this reason, these people will be more aggressive and interested in taking action. This is a great way to use a sense of urgency to increase conversions and grow your ecommerce site.
Long Story Short…
In addition to the above strategies, there are many other ways of product listing page optimization, such as adding a call to action , using an add to cart button, and viewing product reviews. These methods will help you build trust and provide a seamless user experience, as well as increase your click-through rates and conversions.
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