The last thing you want is for your customers to be lost on your webshop looking for a product. A cluttered, hard-to-navigate online store is the fastest way to say "goodbye" to potential conversions. It doesn't give your customers a good user experience, and it doesn't allow you to showcase what products you have to offer.
Product categorization has a big impact. And, unfortunately, it's one element that many sellers overlook when thinking about how to boost conversions.
You've got the trendiest products, catchy product descriptions, and killer marketing campaigns. But if your customer feels like they're in a maze trying to find your sweatshirts section on your website, you've got a problem.
This problem applies to any webshop, regardless of the ecommerce platform, but in this article, we're going to dive into what this looks like in Shopify. If you use another ecommerce platform, feel free to sign up to our blog email to get alerts on when new content comes out, so you can see how to set up product categories in your ecommerce platform.
We're going to take a look at tips on how to plan your categories, how to set them up in the backend of Shopify, how to set them up on the front end of your web store, and then tips on how to get more conversions from your categorization.
Think of your webshop as a physical retail store. Product categories are like the signs hanging from the ceiling—pointing customers in the right direction. This not only saves your customers time and energy, but they'll also leave your store feeling positive about the experience, knowing they didn't have to spend hours searching and sorting through your products.
Your product categorization helps point your customers to go exactly where they need to on your webshop. But the problem is, most businesses don't know how to do this successfully. According to the Baymard Institute, "when it comes to Category Taxonomy, the average [ecommerce] site runs into significant issues, with a massive 88% performing “mediocrely”, “poorly”, or worse."
And, as I mentioned before, poor product categorization leads to a poor user experience which means you're not going to get the sales you want. Here are some numbers that show how important it is to give your customers a good user experience on your webshop:
Give your customers the user experience they deserve so that they enjoy shopping with you. You'll begin to see your sales rise. And if you don't give your customers a good experience, well... you just read the numbers—no need to say more.
When planning your product categories, you need to take a step back and plan it out well. Begin by creating a comprehensive list of all the products you intend to sell. Use the following tips to help create a structure your customers will appreciate:
If Shopify is just one of several sales channels you’re using to sell your products, it’s worth considering PIM software to simplify the process of managing your product information. Using a PIM for Shopify ensures your product data stays consistent and lets you update information on your store and all other sales channels at once.
Alright, you’ve done your homework. Now, let’s get those hands dirty by actually setting up your product categories.
No rocket science here—just log in.
On your admin dashboard, click on the 'Products' tab on the left sidebar.
Under the 'Products' tab, you'll find ‘Collections.’ Click on it.
Click on the ‘Create Collection’ button, and Shopify will prompt you with two types of collections: Automated or Manual.
If you chose 'Automated,' specify the conditions. For instance, if you're creating a ‘Summer Dresses’ category, conditions could be ‘Product Tag’ is equal to ‘Summer’ and ‘Product Type’ is equal to ‘Dress.’
If you chose 'Manual,' you'll need to add products to this collection manually. Just click on the ‘Add Products’ button.
Save your collection and preview it to see how it looks on your online store.
After you're logged into your Shopify admin, head over to the "Online Store" tab situated on the left sidebar. When the dropdown menu appears, select the "Navigation" option.
Shopify typically provides two main menus: one is the main menu, and the other is the footer menu. In this guide, we're focusing on setting up the main menu. Click on its title to access the editing page.
Once you're on the main menu editing page, look for a button that says "Add Menu Item" and click on it.
A dialog box will show up, prompting you to enter a name in the "Name" field. This is what will appear in your navigation menu. It could be something specific to your product categories like "Shop by Category," "Apparel," "Electronics," and so on.
Still in the same dialog box, you'll find a "Link" field. Click on it, and a dropdown menu will appear. Navigate to "Collections" and select the category (or collection) you want this menu item to link to.
If you'd like to create a dropdown menu under your main category, you can do that by clicking "Add Menu Item" once more and then repeating steps 4 and 5. Once you've added the new menu item, you can drag it to nest it under your main category. Feel free to add multiple nested items to create a multi-level dropdown menu.
This step is crucial. Once you've arranged your menu items to your liking, don't forget to click the "Save" button. You'll find this either at the top or bottom of the page.
After saving your changes, it's a good practice to preview your store. This allows you to see if the navigation menu appears and functions as you intended.
If something doesn't look or feel right, don't worry. You can always go back to the navigation section and tweak your menu items. Just remember to save your changes after making any adjustments.
Here's where the rubber meets the road. To optimize for conversions, consider implementing the following:
One of the first things to consider when optimizing your product categories is the SEO aspect. Search engines love descriptive, keyword-rich titles and descriptions. A vague title like "Items" won't do you any favors; instead, opt for something more descriptive and relevant to your products, such as "Designer Handbags" or "Organic Skincare Products." These not only improve your SEO but also help customers understand what to expect in each category.
The visual appeal of your category pages can significantly influence user engagement. Use high-quality, relevant images for your category headers. This provides visual cues to your visitors about what kind of products they can expect in each category, making it easier for them to navigate through your store.
A well-structured, hierarchical navigation system can enhance the user experience substantially. For stores with a wide range of products, using subcategories can be a game-changer. For example, under a category like "Footwear," you could have subcategories such as "Sports Shoes," "Casual Shoes," and "Sandals." This granular approach makes it easier for customers to find exactly what they’re looking for without sifting through an ocean of unrelated products.
While it might be tempting to create categories for every possible niche of products you offer, this can backfire by overwhelming the customer. According to Hick’s Law, the time it takes for an individual to make a decision increases with the number and complexity of choices. Keep your categories and subcategories to a reasonable number to avoid decision paralysis.
A neat trick to guide customer attention is to highlight featured products in each category. This not only showcases your bestsellers but also provides an additional layer of guidance to consumers. A well-placed, best-selling product can serve as a gateway to the broader category.
Trust is a big factor in the customer's decision-making process. Including user reviews and ratings within categories can significantly boost credibility and encourage purchases. Reviews provide social proof and can be the tipping point for a customer contemplating a purchase.
A 'Sort By' function allows customers to tailor their shopping experience according to their preferences. Options like "Price: Low to High," "Best Selling," and "Customer Reviews" offer the customer control over their browsing experience, which can be particularly beneficial for larger stores with an extensive range of products.
Typography plays an often-underestimated role in user experience. The text should be easy to read and understand. Choose fonts and text sizes that are mobile-friendly and appealing to the eye. Hard-to-read fonts can be an unnecessary roadblock on the path to purchase.
Last but not least, consistently monitor the performance of your categories. Use analytics tools to track metrics like click-through rates, time spent on the page, and conversion rates. If a category is underperforming, take it as a sign that adjustments are needed. This could mean revisiting your SEO strategy, improving imagery, or simplifying navigation.
Optimizing your product categories is an ongoing process. As your product range grows and consumer behaviors evolve, your categories should adapt accordingly. Keeping these tips in mind will help you create a more intuitive, engaging, and conversion-optimized category structure for your Shopify store.
The key to conversions lies in the subtleties. Something as simple as optimizing your product categories can spell the difference between a thriving Shopify store and one that’s merely surviving. So why not give it a try? You’ve got everything to gain and nothing to lose.