How to Boost Ecommerce Sales (Part 2: Category Page Conversion Optimisation)
Want to know the real difference between ecommerce sites that crush their sales goals and those that barely scrape by?
It comes down to their store optimisation, including Category pages (a.k.a. Collection pages or PLPs).
These unsung heroes of online retail can make or break your conversion rates, yet most store owners get them completely wrong.
In this guide, you'll discover the 12 essential elements that top-performing ecommerce sites use to transform their category pages from basic product lists into conversion powerhouses.
Using an online jewelry store as our example, we'll show you exactly how to implement these game-changing strategies that will keep your customers engaged, boost your sales, and leave your competition wondering what hit them.
Category page conversion optimisation (recommended page sections in order, top to bottom)
1. Breadcrumb navigation
The breadcrumb trail is your customer's compass and Google's friend. These days it is an expected navigation element.
Best practices:
Use clear, hierarchical structure
Keep names consistent with menu labels
Include schema markup for SEO
Maintain clickable elements
Example structure: Home > Jewelry > Necklaces > Pendant Necklaces
2. Category title and description
Your category introduction serves both customers and search engines. The key is to keep this section short & sharp so more products appear above the fold. If you have a beautifully crafted 1000 word description of the category there’s a place for it but it isn’t here.
Weak example: "Necklaces for sale"
Strong example: "Designer Pendant Necklaces | Handcrafted with Ethically Sourced Materials"
Description example: "Discover our artisan-crafted pendant collection, where timeless elegance meets ethical luxury. Each piece tells a story of sustainable craftsmanship and enduring style."
3. Filter and sort options
Even basic filtering and sorting functionality makes browsing for relevant products so much easier and quicker. It is a strong selling point compared to an online store that doesn’t have any filtering or sorting and you need to scroll through pages and pages of irrelevant products.
Essential filters:
Price Range: | Under $50 | $50-$100 | $100-$250 | $250+ |
Material
Style
Color
Size
Sort options:
Best Sellers / Popularity (default)
Newest Arrivals
Price: Low to High
Price: High to Low
Customer Rating
Pro tip: Display currently applied filters prominently with easy removal options.
4. Product display grid
Optimise your product grid for both quick scanning and detailed viewing. This will look different on desktop and mobile, so check Google Analytics what device most of your visitors use.
Desktop display:
3 or 4 products per row, depending on what’s practical
Consistent image sizes (800x800px recommended)
Clear white spacing between items
Quick view overlay on hover
Mobile display:
Single column layout
Larger touch targets (images and buttons)
Simplified filter access
5. Product thumbnails
Often product cards / thumbnails are your visitors’ first interaction with your product. Make them as user-friendly as possible. People don’t have huge attention spans these days and need to quickly get product info.
Each product card should have:
High-quality primary image
Clear product name
Prominent pricing
Rating stars
Stock status (if low)
Quick view button
Add to cart button
5.1 Call-to-action buttons
Strong CTA examples:
Primary: "Add to Cart", “Get Your Discount”, “Shop Now and Save”
Secondary: "Quick View"
Tertiary: "Learn More"
Button design best practices:
High contrast colors
Clear button hierarchy
Consistent positioning
Mobile-friendly sizing for easier taps
5.2 Quick view feature
A great way to quickly show product info is by adding a Quick View popup when the user clicks “Quick View”. This popup is midway between hovering over a product card and opening a full product page. It ensures a faster browsing experience for the buyers.
Essential quick view elements:
Multiple product images
Price and availability
Size/color options
Add to cart button
Brief description
Link to full product page
6. Category-specific callouts
Effective promotional examples:
"Limited Time: 25% Off All Gold Necklaces"
"Free Shipping on Orders Over $100"
"Early Access: New Collection Launch"
Pro tip: Use bright, contrasting banners for time-sensitive offers.
7. Pagination elements
User-friendly page navigation usually includes:
Current page indicator
Total pages display
Previous/Next buttons
Items per Page or Infinite Scroll selector
24-36 products per page default, depending on thumbnail size
Pro tip: Infinite scroll with a “Load More Products” button at the bottom performs better than pagination for stores that sell products with high visual appeal (e.g. jewellery, watches). If you’re selling car tyres then you’re better off investing in a great search functionality because people will be searching by spec, not by how pretty the tyres are (they all look the same anyway, right?).
8. Cross-selling section
Cross-selling is a must for any ecommerce business. On most CMS platforms you will need to install a plugin of your choice to add this functionality. You might need to try a couple to see what works best, and user reviews are a good guide here.
Strategic suggestions:
"Complete Your Look"
"Frequently Bought Together"
"You Might Also Like"
"Trending in This Category"
9. Social proof signals
These signals tell your visitors that your products are in high demand and could sell out. Also this triggers crowd instinct - people want to buy what others want to buy.
Trust-building elements:
"Best Seller" badges
"Just Purchased" notifications
Customer review snippets
Star ratings
Pro tip: add a plugin like FOMO that will notify customers every time someone adds a product to cart or makes a purchase.
10. SEO content block
This is your long category description with all relevant keywords and links to other parts of the website, like relevant categories. Place at bottom of page, under all the product sections.
A short example would be:
“Discover our curated collection of handcrafted pendant necklaces, where artisan craftsmanship meets contemporary design. Each piece in our ethically-sourced collection combines timeless elegance with sustainable practices, perfect for the conscious luxury consumer.”
11. Email capture
This part is optional but highly recommended because you own your email list and can sell to it anytime, without ties to a specific platform. Set up a simple automation using one of the EDM tools that will send out an educational / promotional drip series to your subscribers. Let me know in the comments if you’d like to know more about how this works.
Non-intrusive signup offers:
"Get 10% Off Your First Purchase"
"Exclusive Access to New Arrivals"
"VIP Early Sale Access"
12. Footer elements
Place links to useful content here - people have learnt to expect such links at the bottom of the page, so this will enhance their browsing experience.
Essential footer links:
Shipping information
Returns policy
Size guides
Care instructions
Contact support
FAQ section
Wrapping up
A well-optimised category page can significantly impact your ecommerce success by improving both user experience and conversion rates.
The 12 key elements we've covered - from breadcrumb navigation to footer elements - work together to create a seamless shopping experience that guides visitors toward purchase decisions.
Remember that optimisation is an ongoing process.
Start by implementing these essential components:
Clear navigation and filtering options to help customers find products quickly
Optimised product thumbnails with all crucial information readily visible
Strategic placement of social proof and promotional elements
User-friendly mobile experience
SEO-optimised content that serves both users and search engines
Your category pages should strike a balance between providing comprehensive information and maintaining a clean, uncluttered interface that keeps the focus on your products.
Regular testing and monitoring of user behavior will help you fine-tune these elements for your specific audience and product type.
Whether you're selling jewelry or any other products online, these principles will help you create category pages that not only look professional but actively work to convert browsers into buyers.
Need help putting these strategies to work?
👉 Get in touch with one of our CRO experts for an obligation-free chat.
