Online store category pages are crucial in helping the visitor:

• focus on the items he is interested in
• choose what he wants to learn about next
• guide the visitor one step closer to making a buying decision

We are so used to category pages that we take them for granted… until they are not there. They act like filters, grouping items in ways that make sense to us. They show a list of items with something in common, basic information about the items, and ways to sort the list itself (by price, color, size, etc.).

Category pages answer the following questions:

• Did I choose the right category?
• How are these items currently sorted?
• Can I re-sort them?
• Are there more items in this category than what I see on this page?
• Can I narrow the list down?
• Can I expand the list?
• Can I buy this item right now?
• How do I go back to where I was before I chose this category?

In answering these questions, category pages move visitors forward in the selection process. The key issues to consider when designing category pages are:

1. Understand your audience so the categories are labelled properly.
2. Make them flexible so visitors can sort through items in ways that make sense to them.
3. Keep them manageable. Too many items to sort through can be overwhelming to visitors.

From a visual standpoint,

• Have an obvious category title so visitors remember what they chose at all times.
• Give obvious boundaries to individual items so their contents don’t run into each other.
• Use quality photos and large enough thumbnails.
• Include the item name and price.
• Provide multiple links to the item (thumbnail, name, etc.).
• Include an “add to cart” button if appropriate.

The lack of category pages can create confusion. Don’t skip this step.