Think of the e-commerce website category pages as a physical store’s sections–the home page as the front door, the product pages as the aisles, or the blog page as the information desk.
The operating principle of each category is that of a physical store, sharing a goal of providing a smooth and intuitive shopping experience.
The idea of having category pages and an overall well-designed e-commerce website is all about your brand, gaining visitors’ and shoppers’ trust and credibility online and ultimately converting them into loyal customers.
Because when you provide customers with a seamless experience online, they are more likely to return and recommend your store to others.
While every brand differs, the best e-commerce websites contain more than just the usual home, about, product, or contact pages. There are several more that help support customers in their buying process.
What are E-commerce Website Category Pages?
An e-commerce category page can be a section on your website for customer support, products, resource pages, or parcel tracking, among others. It influences not just consumer experience but also behaviour and buying decisions.
Categorising pages as part of your e-commerce website development efforts can provide a clear and structured way of showcasing information and options. This, in turn, establishes an efficient shopping experience for visitors.
Key Elements of an Effective Category Page
What makes up an effective e-commerce website category page? Here are the top elements that contribute to a successful user experience and conversion opportunities–and you shouldn’t skip these for your website:
Clear Navigation
The only way to successfully direct your customers to a category page that supports their current stage in the buyer’s journey is through a clear navigation system that organises information on your site.
Navigation bars are part of an ideal e-commerce website design. They help segment and organise information and create categories.
Below is an example of a navigation bar from Nike Singapore’s homepage that shows categorised and clear information about their products when hovered using the mouse.
Product Organisation
Aside from navigation bars, adding filters can help customers conveniently find the right product. Filters allow users to narrow their choices based on specific criteria, such as ratings, price, sizes, gender, and style.
Providing this option supports product organisation; grouping items logically within the category—whether by brand, type, or collection—ensures that users can easily navigate the available options.
Mobile-friendly Design
45% of consumers globally use their phones for daily online shopping, and 67% of customers are likely to buy from your brand if your website is mobile-friendly. These numbers prove that ensuring your e-commerce website characterises a mobile-friendly design is essential to meet the needs of today’s consumers.
High-Quality Images and Thumbnails
Visuals are one of the factors that can make or break a website’s potential sales. A study revealed that 60% of consumers online say that good-quality images are the most important variable in deciding which product to purchase. With this in mind, it’s essential to prioritise high-resolution images that accurately showcase your products from multiple angles.
Essential Category Pages Every E-commerce Website Must Have
While you have the final say on your website’s design, there are essential pages that your e-commerce site should include to improve user experience significantly. They are as follows:
- Home Page
- Product Pages
- Contact Page
- Store Locator
- About Us Page
- Blog/ Insights/ Resource Pages
- Cart Page
- Thank You Page
- Customer Support Page
- Shipping and Return Policy Page
- Tracking Parcel Page
- 404 Error Page
- Account Sign-up and Login
1. Home Page
The home page is the first page that customers will interact with, and leaving a lasting first impression is vital to establishing a credible image for your audience.
Give your customers that “wow” factor by designing a user-friendly and visually compelling e-commerce website containing strong headlines, sub-texts, and call-to-actions (CTAs) to hook their interest and further explore your brand.
Incorporating a “hero image”–a large, attention-grabbing photo paired with a powerful message featuring your brand’s Unique Selling Proposition (USP)–can effectively set the tone for your e-commerce website. This image should encapsulate your brand’s essence and showcase your best offerings, drawing visitors in immediately.