Even small errors in the online store structure often reduce the conversion of the website. Inaccuracies in the structure of the directory include saboteur mode, they hide in a dark corner and quietly "eat" the expected profit of the e-store. Fortunately, this article will help you avoid the most common structural problems.

Let's start!

Too wide a variety of product categories

The e-store manager wants to offer a wide range of products because he believes that all products are important and should be available to customers from the home page, so he made about 200 catalogue subdivisions. As a result, customers get lost in the product catalog, get tired of exploring endless sections and look for "simpler" online stores. Traffic is gone, no sales.

Conclusion: Take care of user convenience, categorize products according to clear characteristics and put emphasis on key products.

The number of products is not proportionally equal

Try to group products so that each section has roughly an equal number of products. If there is only one product in a section and dozens in the others, it is better to move it to the related products section. Structure the directory so that the sections are roughly the same size and each category has roughly an equal number of subsections. If one section has 2 subsections and another has 15, it will be more difficult for the site visitor to navigate the there.

Related products are not grouped

Related products should be collected in one section or grouped according to their purpose so that the customer does not have to search for them in the entire catalog. For example, chicken wings are placed in the category "Meat" and an additional product group with the purpose "Grill".

The e-store manager does not consider the end user's feedback

Sort the directory categories in descending order of popularity. To do this, analyze which of your products are most requested and check which queries related to the products in your catalog are popular among users.

"Others", "the rest"

If the seller himself does not really know how to classify the goods and sends them to the heading "other" and "the rest", then the buyer has no idea what "animal" is waiting for him there. Therefore, only the most curious users will click on the "undefined" categories. It's better to let go of the "other" and think about how to classify the product or what category it best fits into.