Collection pages are often overlooked but are crucial for conversions. This episode provides actionable strategies for optimizing these pages on Shopify, emphasizing programmatic merchandising and leveraging data to display the most relevant products to customers.
Key takeaways
Prioritize collection page optimization as 20% of collections often drive 80% of sales, and within those, the top 20% of products drive 80% of sales.
Implement a four-pass merchandising strategy: 1) push out-of-stock products to the bottom, 2) prioritize best-selling products based on recent revenue (e.g., last quarter or week if high volume), 3) refine sorting by 'dollars per click' to optimize for efficient sellers, and 4) incorporate editorial edits for promotions and aesthetic grouping (by type, vendor, brand, color).
Utilize lifestyle and aspirational imagery on collection pages to capture attention and drive clicks, even if the actual product purchased on the PDP is more basic or neutral. The initial "wow" factor gets them to the product page.
Automate product sorting as much as possible, as manual updates for inventory and sales performance are time-consuming and prone to error, particularly for stores with many products and variants.
Bypass Shopify's default sorting options like 'alphabetical' or 'date added' as they are not reflective of how customers actually shop and actively hinder conversion.
Join us on this episode as we sit down with Will Waggenspack, co-founder of entaice.com, to discuss how optimizing collection pages can be the key to unlocking your Shopify store's conversion potential. On the Show Today You’ll Learn: The best practices to improve your page rankingsHow to present information on your product pageHow to generate the right user experienceHow to optimize the collection pageHow to help users discover products they want to buyLinks & Resources Website: https:...
Frequently asked about this episode
What does this episode say about conversion rate optimization?
Prioritize collection page optimization as 20% of collections often drive 80% of sales, and within those, the top 20% of products drive 80% of sales.
What does this episode say about e-commerce strategy?
Implement a four-pass merchandising strategy: 1) push out-of-stock products to the bottom, 2) prioritize best-selling products based on recent revenue (e.g., last quarter or week if high volume), 3) refine sorting by 'dollars per click' to optimize for efficient sellers, and 4) incorporate editorial edits for promotions and aesthetic grouping (by type, vendor, brand, color).
What does this episode say about merchandising?
Utilize lifestyle and aspirational imagery on collection pages to capture attention and drive clicks, even if the actual product purchased on the PDP is more basic or neutral. The initial "wow" factor gets them to the product page.
What does this episode say about product page optimization?
Automate product sorting as much as possible, as manual updates for inventory and sales performance are time-consuming and prone to error, particularly for stores with many products and variants.
What does this episode say about conversion rate optimization?
Bypass Shopify's default sorting options like 'alphabetical' or 'date added' as they are not reflective of how customers actually shop and actively hinder conversion.
