15 non-standard website catalog improvements that increase conversion

We design service interfaces and online stores, websites for different tasks and topics. Online service UI / UX design trends are far ahead of traditional websites. On the eve of 2020, we prepared a cross-generalization of interesting ideas for implementation in catalogs of sites and online stores for product list pages. Some ideas are quite fresh, some have been introduced for a long time, but are still overlooked by many projects.

VUI voice control

In 2015, we implemented the first voice control on the site, then experimented with Google and with Google Speech Api and Yandex SpeechKit – we were constantly surprised by the lag in the trend and not being implemented everywhere. Now voice control has finally entered the lists of popular trends for online stores. What do you choose – type the name of the product in the search bar or just say it? I think the answer is obvious.

Voice control allows the user to quickly search for products, navigate to specific pages, and even add an item to the cart. Such control can be especially effective on mobile devices, but also on desktops increases the convenience of search and navigation. The disadvantages still include – not always correct speech recognition, especially non-standard.

Interactive search

Search can turn into a powerful online sales tool. It is advisable to use:

  • auto-completion of user input (auto-suggestion);
  • automatic correction of typos;
  • accounting in the issuance of synonyms, combinations of Latin / Cyrillic;
  • take into account the morphology of the Russian language correctly;
  • correctly take into account the logic of selection AND / OR;
  • consideration of properties and parameters when searching (often the search is configured only by name, which is not enough for the correct selection of goods).

Design your search to suit the characteristics of your products and your target audience. For example, for many topics, search by image – similar or similar in color combination is relevant. Visual search is a technology that helps you find a similar image.

Recommendation: Keep the search queries of users and the number of answers found. Periodically analyze user queries and especially queries with zero search results.

Saving filters

When there are thousands of products in the catalog of an online store, filters help to navigate and find them faster. They narrow down the search range depending on the options selected by the user. Do you want the user to return to your online store more willingly? Add auto-remembering of user filters or saving by user on click to the site. Example: if a client today selected on the site “Price from 500 to 1000 rubles, for a girl, age 4 … 6 years, sizes 22, 24, 26, brand any, any material”, suggest the user to save this choice as a template (for example , “Remember selection”).

Read also:   Online store from A to Z. Part 2.

Dynamic sort

Try sorting the catalog items, shown to the user by default, to make it work according to certain algorithms depending on the conditions. How many times have we encountered winter tires at the top of the catalog at the height of July? The introduction of sorting algorithms allows you to create lists of goods taking into account the weather today, weather forecast for tomorrow, the season, the source of the user’s hit on the site, time of day, day of the week, weekend or holiday, etc. Or, for example, taking into account the analysis of the Internet news feed – mentions of words, tonality, etc. – an interesting task for a marketer. If you combine this sorting with preliminary analysis (manually or using artificial intelligence technologies) of the order history and identification of dependencies, you can get excellent results. For example, in a chain of confectionery stores, they introduced the display of sorting goods, taking into account the analysis carried out – sales of certain goods increased precisely on weekends, on Monday goods of a low price segment were better bought, and the sale of ready-made dishes depended on the weather.

Show more

The endless rows of page numbers that you have to navigate to view the catalog scare many away. The “Show more” button with lazy loading of the LazyLoad list allows the user to get a list of products faster. However, there are still ongoing disputes between marketers – should such loading be automatic or by clicking on a button.

Recommendation: Don’t forget to save and optimize standard pagination for seo

Auto navigation

One of the most common website mistakes is that the product card becomes a dead end in the user’s path without the ability to quickly move to the next product. The user’s path through the site turns into “One Step Forward and Two Back”. At a minimum, add a transition in the product card to the previous and next product. Go ahead! Allow users to simply enjoy the products on screen without unnecessary steps. Add to the site the inclusion of viewing products in a slideshow mode with auto scrolling. All that remains for your client, sitting comfortably back, examine the goods without making unnecessary movements. Perhaps soon it is worth stocking up on popcorn before entering the online store …

Read also:   1C-Bitrix: Site Management 17.0

Quick view

Not ready to implement auto-navigation – improve the “Quick View” function in the product list. Allow the user to receive information about the product without unnecessary transitions to the detailed page. By the way, this format is very popular with food delivery services. The traditional quick view of the product card can be supplemented or replaced with a 3D view, video presentation, interactive fitting room or augmented reality display.

Personalized display of recommendations

This point has been trending for several years, but few online stores can still boast of significant success in the algorithmic issuance of such recommendations. For example, the “Personal Recommendations” module has been working in Bitrix for a long time, but few of the stores have studied the impact and customized such an issue “for themselves.

Save the history of users’ transitions and views, implement algorithms for displaying recommended ones depending on various parameters. At a minimum, consider the history of previous purchases for authorized users and personal account data. It can be used both for displaying goods and for a banner system. The main limitation is the ability to collect, process and analyze the data available to the company. In this case, specialized online services come to the rescue.

Deferred purchases

According to statistics, an insignificant share of orders is made on the first visit to the site. Add an additional option for returning a user to the site by implementing reminders. The format can be different: a system of reminders on the site, adding a user to Google Calendar, bookmarking services, sending a reminder to an email or messenger, push notifications. Example: for a product, a user can save a reminder in Google Calendar with one click with an automatically saved link to the product marked “Buy Masha for her birthday”.

My Lists

Allow the user to collect, save and view saved product lists. User can save lists with their names, manage lists, catalog categories can also be saved to bookmarks. This functionality is a great addition to more traditional favorites and comparison lists.

Multi-add to cart

For some online stores, users find the “Add everything from page to cart” button convenient. With one click, the goods are sent to the order. Especially in demand in the wholesale segment. For B2C, it can be relevant for products, household goods, household chemicals, accessories, building materials, etc.

Multi-add to cart

Managing Displayed Properties

Those who use CRM, CMS, accounting or project management systems are accustomed to the fact that the displayed columns with data can be customized “for themselves” by selecting only the necessary ones for display. Perhaps a user in your online store wants to do the same. Add for the user the ability to customize the display of the list of products – disabling uninteresting parameters and displaying the products required for display in the list.

Read also:   talking about ad conversion - ppc.world

You can go further and, if it is expedient for your business and is demanded by customers, allow the user to form pages from blocks himself, by dragging and dropping a filter, basket, menu and other blocks wherever it is convenient for him.

Automatic withdrawal of goods from past orders

Most users are reluctant to change their habits. They also do not like to spend a lot of time searching in the store. Allow users to quickly get a list of all previously ordered items. Not in your personal account in the format of viewing individual orders as implemented in many stores, but in a single list with the ability to select and filter.

Personal pricing

As the case studies show, some online stores have implemented an online system for tracking prices of competitors online and use dynamic pricing depending on the actions of competitors. Personal pricing is used for each specific user depending on his browsing history, source of visits, etc. For example, the following condition may automatically apply: if the user has switched from the contextual advertising campaign N123456, then within an hour show a 3% discount and the discount validity period on products A, B and C for him.

Personal pricing

Eliminating the need to browse the directory for the user

Yes Yes. After all our implementations and improving the catalog, we propose to save the user from viewing it. Organize personalized delivery of proposals to the client in convenient communication channels. Messengers, chat bots, social networks, applications – a responsive catalog that delivers the required collections at the user’s request. “Red dress size 44”? Get a list of such dresses with the possibility of ordering directly in the messenger. Or a personal pdf catalog with red dresses for mail. The most successful customer communication strategy is to be where potential customers are and offer them a positive shopping experience across all channels.

Bookmark the article and check in a year what online stores are adopting the most. By the way, before implementing, do not forget to check whether all the traditional elements affecting conversion are implemented on the site. And, of course, contact us to introduce new ideas.

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