Better Item Sorting: Improve eCommerce Product Filtering & Product List Design
Introduction: Why Product Filtering Is ImportantEvery time a customer purchases from you it means that your product findability is OK and it works. Poor product findability means the following: what can’t be found can’t be bought. No matter how high the demand is, customer patience won’t last long. People come online to buy things quickly, not to solve searching puzzles.Product sorting in ecommerce marketing is the way products are organized in the catalogue or the way they are displayed in search results. Product sorting is one of the marketing tools that you can customize and use to improve the findability of products in your online store.Why does product listing page design really matter for your online store?The reasons are obvious:
- Poor products website design won’t benefit the revenue. Lack of order and sorting in the catalogue results in frustration and a negative customer experience. Customers, if they feel that they lost their time and found nothing, are less likely to return to that online store;
- It’s a good way to show your customers that what they see is what they need actually. Your customers do the research themselves. You will want to offer them what you are pretty sure they will like or be interested to view.
How Does Category Sorting Work? Why?There are two ways for the customer to find what they need in an online store:
- Browsing the catalogue;
- Using site filters.
1. Because sorting by default simply doesn’tHaving the basic categories and catalog filters such as price, popularity, and name is a must. However, all of these options are often not enough to desply a good portion of products to the customer.Ecommerce products sorted by sales numbers might not work because the most sold products are usually the cheaper ones. As for the number of reviews, quantity isn’t always equal to the product quality as for example a recently added product with a positive review will be still placed lower than the one with less positive reviews.
2. It helps your best-value-products not to be left outIf you put price or popularity sorting as default, there is a possibility that some of your best-selling and best-rated products are going to be pushed to the end of your ecommerce product catalog.Offering popular or the cheapest products first consistently benefits the revenue, but your TOP 100 products will constantly be pushing the new arrivals away from higher positions.
3. It protects from product sorting reviews/ratings cheatingIf you sell goods from various manufacturers, there might be competition. There is no guaranteed protection from manipulating the ratings and reviews. This means that the ranking system needs to be constantly supervised, which is hard or nearly impossible with large numbers of items.Category-specific product sorting allows you to quickly show to the customers their desired page where products are selected according to their requests. As a result, the risk of your ecommerce store abandonment decreases, while the likelihood of conversions rises.
How To Apply Category-Specific Sorting: Successful Filtering ExamplesOf course, leaving the product list as it is, without uploading it, isn’t a good idea. To create eye-catching product research, ecommerce business owners usually use their experience with the audience combined with practical knowledge about their goods.We suggest 4 useful tips to help make the most from the category-specific sorting and enhance user experience of your website. First, analyze the demand, then put only the necessary information in your products lists, pay attention to your product offer, and avoid choice overload.
Analyze the demandFigure out what your customers view first based on your sales numbers and customer behaviour. Use your dedicated analytics tools. The type of products you sell might also become a factor here.For example, clothing online stores usually place new arrivals first, while electronic ecommerce retailers prefer promoting the best deals. See the examples below.
New-in-stock items are put on top of the page | Screenshot by NEKLO LLC
Best deals are displayed first | Screenshot by NEKLO LLC
Put only the necessary information in your products listsNo matter which sorting method you choose, make sure customers get all the necessary information in your product lists and don’t need to take additional steps to find information like price and availability. Clear grid and lists that say enough for your customers to estimate if the product they see fits their budget or general expectations.
Basic information is available before viewing the product | Screenshot by NEKLO LLC
Pay attention to your product offerCustomers come to you with different purposes. Some of them search for the best price or specific feature, while others might just wander waiting for the store display to come up with suggestions.Paying attention to the front category page contents and structure is worth it. Make sure the products customers see are the ones that match the category definition.
Avoid choice overloadA rich variety of goods presupposes that more people will find what they need. But is it really so? Since customers see only a part of the selected category they expect to see a limited number of goods that they can easily analyze and compare.In this case, less is more.You can stuff ten products in a row and combine them with long descriptions in small print, but that will confuse those who want to compare and choose right away. The looks of the product matter.
Imagery matters for selling apparel | Screenshot by NEKLO LLC
Tools and Magento 2.0 Extensions Used for Product SortingAs a Magento development company, we are often asked on how to sort specific products in Magento-based web stores. Store owners are afraid of applying product sorting tools as they realize that it requires additional investments while can’t see clearly the outcome. For all those who are interested in improving their websites’ user experience and increasing conversion rates in their online stores, our Magento ecommerce development experts build useful Magento modules that make item sorting in an ecommerce store easy and quick.
You can learn why user experience is critical for ecommerce and how to improve it in our article.
This extension allows for configuring product order by dragging and dropping products from one position to another. Moreover, it helps to configure product cards and adjust the way customers see them on the category page.Why does it stand out?
- It improves product sorting
- It provides full control over the content
- It offers convenient product placement
- It offers easy catalogue navigation
- It helps to improve your website’s UX
- It brings detailed customizations