Download - Category Page Optimization

@SlingshotSEO | www.SlingshotSEO.com

MITCHELL CAUSEYSlingshot SEO

@MitchellCausey

INTRODUCTIONS

CONNER BURT

@ConBurt

STEVEN SHATTUCKSlingshot SEO

@StevenShattuck



Category PagePart 2:


Define your goal

Inspiration Conversion


To Inspire?


To Convert?


Tackle HyperChoiceDeadly Sin Number [One] -- “Too Many Choices!” – Tim Ash

• Thousands of Products, Minimal Space

• Consider:– Layout Choice– Telling the Story– Simplicity


Float Relevant Products/Content

» Leverage Wisdom of the Crowds (First Time)

» Styling and placement

» Track path and build merchandising rules

Every Shopper has a unique journey.


User Type 1: The Speed Reader

» About: Want to quickly move to the next step.

» Ask: Where am I? How do I get through this page?

» Attracted to: Above the fold visual content and links (CTA’s)

Not all users are created equal.


User Type 1: The Speed ReaderNot all users are created equal.


User Type 2: The Sponge & Google

» About: Slower pace than User Type 1.

» Ask: Where am I? What all can I do here? Is there somewhere else on the site I could also browse?

» Attracted to: More information about what they are researching.

Not all users are created equal.


User Type 2: The Sponge & GoogleNot all users are created equal.


User Type 2: The Sponge + GoogleNot all users are created equal.


The Team Play

» Category pages are core hubs of authority and organization, but they need spokes to be effective.

» Supporting content takes the shape of subcategory pages, product pages, resource sections and blogs.

Category pages cannot win alone.


» October 23: Product Page

» November 13: Shopping Cart

» December 11: Post-Purchase Page

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iGoDigital observes behavior, asks questions, leverages social profiles

and analyzes “wisdom of the crowds” to help

retailers and consumer brands deliver the right

product to the right customer at the right time.

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