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.
2. Product Pages
The product page is where your website’s conversions actively happen. That’s why it is essential for your brand to create an intuitive product page that showcases high-quality images, easy navigation, well-written product descriptions, and engaging calls to action.
In your descriptions, highlight the products’ benefits, admirable features, and USPs, all while following search engine optimization (SEO) best practices so customers can find your products quickly.
3. Contact Page
Providing good customer experience doesn’t stop within your e-commerce website. It can extend beyond your site if customers need additional services that require them to contact your brand.
A contact page containing details on where or how they can reach you can improve customer relationships, trust, and satisfaction. It means you are ready to engage with them and address their needs.
For this page, it would be beneficial to include multiple contact methods, giving customers the option of where they are most comfortable reaching out. Include operating hours and response times to set expectations and show that you value their time and inquiries.
4. Store Locator
Google rewards businesses that offer valuable content with better search engine rankings. A store locator is a prime example of such helpful content, and receiving this reward leads to increased traffic to your e-commerce website.
An interactive store map (like Louis Vuitton’s above) can enhance customer experience by conveniently guiding shoppers through your physical location (if you have any). A store locator’s benefits include boosting customer loyalty and search engine rankings.
5. About Us Page
The “About Us” page lets your brand introduce itself to customers in-depth. It is a space to share your story, mission, and values and present the people behind your business. This page is an opportunity to humanise your brand and showcase your USP. With this, you can connect with customers and build trust by giving them insight into who you are and what you stand for.
6. Blog/ Insights/ Resource Pages
You may wonder if people still read blogs. Is it still relevant and effective in this day and age?
In a survey, more than 60% of all internet users read blogs, and another found that 77% read them daily—that’s over 4 billion readers. Given their relevance, blog pages are great resources for attracting organic traffic while establishing authority in the industry.
People look for something online, hoping to feed their curiosity and needs. Blogs are the kind of content that provides valuable and rich information, giving plenty of room for your e-commerce website to showcase credibility and trustworthiness in your niche.
7. Cart Page
The cart page is your online shopping basket where you can recheck the items you want before purchasing. It typically contains thumbnail images, pricing details, quantities, and shipping costs.
An example by Sephora displays added elements in a basic cart page. It reinforces free standard shipping for all its “Beauty Insiders, ” who are members of Sephora’s loyalty program, which offers customers rewards, discounts, and other perks. Sephora also included recommended products at the bottom of the page to encourage additional purchases, showcasing items that complement those already in the cart. This means added orders and revenue.
Ultimately, these additional elements enhance the shopping experience while influencing customers to take more action with your brand.
8. Thank You Page
Showing gratitude after a purchase is vital for nurturing customer relationships. It is an opportunity for your brand to connect and talk with your customers more personally, helping foster a sense of belonging and appreciation.
More so, while it can be as simple as saying “Thank you” for their purchase, the thank you page on an e-commerce website also leaves room for additional promotions, coupons, and other special discounts to encourage repeat business.
9. Customer Support Page
A dedicated customer support page is the equivalent of a retail sales associate in a physical store who is always ready to assist with your needs. It shows that an e-commerce brand genuinely values and prioritises customers’ needs.
Categorising common issues that customers usually ask for assistance with, such as delivery queries, returns or refunds, helps elevate their experience and allows them to resolve their issues efficiently within the e-commerce website.
By providing clear categories, customers can quickly find the necessary information without navigating through unnecessary content.
10. Shipping and Return Policy Page
Transparency and clarity are essential for brands, reassuring customers that they are transacting with a trusted business.
Clear information about policies—whether for shipping, returns, or refunds–can eliminate any possible confusion and build customer trust. A specific page about this information enhances a consumer’s overall shopping experience, satisfaction, and relationship with your brand, which is vital for long-term engagement.
11. Tracking Parcel Page
As a customer yourself, don’t you want to know what’s happening with your deliveries? It is actually a common desire among shoppers, with RetailWire referencing a report from Dropoff, revealing that 85% of customers will make repeat purchases from a retailer if they can track their orders during the delivery process.
To make it even more customer-centric, brands can incorporate tracking tools from their logistics partners directly into their e-commerce website, allowing customers to easily track the status of their parcels.
12. 404 Error Page
A 404 error page in your e-commerce website informs visitors that the requested page is unavailable. It happens, and we get it; you may be afraid that bounce rates will increase, affecting your customer’s shopping experience.
However, a well-crafted error page can minimise traffic loss. An example from Birchbox is a creative take on an error page, helping visitors return to their online shopping.
The language on the page doesn’t explicitly state that there’s an error (which can sometimes sound negative or overwhelming for some), but it maintains a friendly tone to gently encourage customers to continue browsing.
13. Account Sign-up and Login
Customer accounts are helpful for brands in understanding their customer’s preferences and providing personalised recommendations while they shop.
A simple account creation and login process in the e-commerce website is essential to encourage customer participation and minimise drop-offs during registration. When the process is straightforward, customers are more likely to complete it.
You can also add an option to connect their account to Google or Facebook, like what SHEIN does, for an easier registration process. This allows customers to sign up without remembering additional passwords, reducing further barriers to engaging with your brand.
Encourage repeat business using the right category pages and thoughtful design
When customers experience smooth and efficient transactions with a brand, they are more likely to return and purchase again. Therefore, it is essential to provide them with intuitive category pages that make navigation easy and enjoyable.
Clear labelling and organised layouts help customers quickly find what they’re looking for, minimising frustration and encouraging exploration of other products.
However, effectively designing these pages requires expertise from digital marketing companies that house UX (user experience) and UI (user interface) experts who take charge of ensuring both functionality and aesthetics of your e-commerce website.
With almost 20 years of experience, iFoundries has been providing e-commerce website design services to several flourishing SMEs in Singapore.
Our four pillars of e-commerce success (strategy, implementation, automation, and marketing) have successfully helped clients enhance their online presence and drive sales.
