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Ecommerce: The Anatomy of a Perfect Product Listing
Product listing page (PLP) is the main interface between your products and shoppers. This infographic will teach you how to create the perfect ecommerce PLP to maximize sales.
But what exactly is a product listing page?
Simply put, a product listing page is the result of either category pages or internal search results in your e-commerce storefront.
It acts as a virtual “catalog” as it showcases all your products of a particular category or when the shopper has “asked” for what they are looking for using the search box.
Here’s a more detailed explanation of each factor described in the interface above:
The header of your catalog plays the role of your page’s H1 title tag. It signifies what products the page is listing and should be crisp yet informative. Ensure you include your primary keywords for on-page SEO efforts and higher search rankings.
It is a good idea to avoid plain-text headers and use attractive visuals to ignite excitement.
Headers can also be used as promotional spaces to display featured products, special offers, guarantees, and discounts.
The filters section on the left-hand side of your catalog should be as comprehensive as possible. It should serve as a handy tool for guiding customers through the endless journey of finding the perfect product for their individual needs.
Use this crucial real estate to help shoppers narrow down products without breaking a sweat. Ideally, they should be able to filter products by:
- Price Range
- On Sale/Discount
- Customer Rating
Try to incorporate all these filters if they are applicable to your products. Plus, don’t forget to add a global search bar, either here or at the top of the page, to enable shoppers to search for something specific they have in mind.
Whatever filters are applied should be displayed at the top with a “cross” icon and a “clear all” button to easily remove the filters.
Just like aisles in an offline store, your shoppers must know exactly where they are in your virtual store at all times. A simple breadcrumb structure, as shown here, lets them know just that.
Allow users to organize their catalog by putting a simple dropdown button which enables sorting products by:
- New Arrivals
- Best Sellers
- Low to High
- High to Low
- On Sale/Discount
- Customer Rating
Set the default sorting as “Featured” so you can display your best products first.
Next up is pagination. Of course, the number of pages depends on how many products you choose to display in each row and the number of rows in a page. As a rule of thumb, have at most four products in each row and no more than ten rows in a page.
However, depending on your products and theme, you can choose to do things differently. If you have a lot of pages (say, more than 10) for a particular product group, then make sure to display the last page number in your pagination section.
Besides, you can also allow users to switch to a “list view” from the standard “grid view” catalog.
In a recent survey by eMarketer, 83% of the respondents stated that product images are “very” and “extremely” influential in their purchase decisions.
So, eye-catching images can make all the difference when shoppers are casually browsing around the catalog. This is especially true for visually-driven industries such as apparel, toys, beauty, and similar products.
Ensure all thumbnail product images in your PLP look professional and are of high-quality. Use tools like AutoClipping to quickly and easily remove the background of your images and make it pure white, as a clean background highlights the product.
Moreover, you can also add persuasion triggers to your product images by including a “trending”, “going fast”, or “best-selling” label. These will kindle a fear-of-missing-out factor (FOMO) in your shoppers and add some social proof to your storefront. They help create a sense of urgency and prompts them to take action.
Lastly, consider showing a “quick view” of the product when the user hovers over the image. Quick view is an e-commerce feature (such as on Amazon) that allows visitors to generate a miniature version of the desired product page and typically embeds a direct “add to cart” button.
If not, change the product view (or even color) when the user moves their cursor over the product. This allows the shopper to see the product from different angles without having to click- through to the product page, leading to better user experience.
Product Information and CTAs
Below the high-quality thumbnails, you have some space to provide key information about your products so as to convince the shoppers to click-through or directly add the product to their cart.
Now, you have a ton of information to choose from when deciding on what to display in this little space. You can consider presenting any of the following information depending on what you’re selling:
- Name of the Product
- Price, with Savings/Discount offered
- Customer Rating
- Color Options
- Size and/or Quantity
And, of course, a striking “Add to Cart” button to facilitate a direct purchase. You can also have a “Save to Wishlist” button or icon (say, a heart icon) to facilitate the likelihood of a future purchase by an indecisive shopper.
Over to You
Armed with this knowledge, it is now your turn to transform your run-of-the-mill product listing pages into beautiful, functioning ones that render a stellar user experience and ultimately drive sales.
Check out the complete infographic below that explains the seven key factors that constitute an ideal, high-converting product listing.