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What’s the most important area of an eCommerce website? Your homepage? This is vital for establishing your brand, communicating your value proposition and driving trust. Your checkout? If it’s not fast, safe, quick and reliable, you’re going to have trouble persuading your visitors to complete their journey and make a purchase

However, this eBook focuses on the pages that really showcase what you have to offer and can mean the difference between making a sale (now – or in the future if they’re just browsing), or sending your visitors to a competitor: your category pages and your product pages.

In short you want people to be able to:

  • Discover them when they search for relevant products or services on a search engine.
  • Navigate and filter to the items that best suit their needs.
  • Be enticed to take the step towards making a purchase (whether that’s clicking through to a product from category, or adding an item to their shopping cart).
  • Reassured of quality, value and security.

To attract and convert more customers, you need to ensure that your category and product pages are as user-friendly and persuasive as possible. Each category and product page on your site should have a very particular focus: to showcase relevant products in a way that produces the most ROI – whether this is convincing more visitors to click-through to make a purchase, or enticing them to spend more money on your site.

What is conversion rate optimisation (CRO)?

Conversion rate optimisation (CRO) is the process of changing aspects of your website to increase the number of visitors that convert into leads, sales, subscribers or whatever the goals of your website may be. This could be the way you display images, the copy you use, your navigation – any feature that could add value to your visitors’ experience and persuade them to convert into customers.

How can I apply CRO techniques to my category and product pages to increase ROI?

By tweaking and testing features of these pages, you can find ways to increase engagement and conversion, persuading visitors to become customers. To do this effectively, you can’t rely on haphazard changes based on gut feeling alone. You need a methodical testing plan, driven by insights from website analytics.

At Click, we’ve worked with a wide range of clients in various sectors – including fashion, travel, furniture, B2B and more – to help them increase sales, sign-ups and spend-per-visit. With this double eBook download, we’re sharing examples of of best-performing tests to inspire you, and providing you with a step-by-step methodology on how to then identify, run and evaluate tests on your own website.

What you get

This double download includes…

Category and Product Pages that Convert


Suggestions and inspiration about what to test, which includes examples of our own tests and what has worked (or what hasn’t) for our own clients:

  • Product display
  • Price display
  • Use of colour
  • Navigation
  • Imagery
  • Copy
  • Trust indicators
  • Calls to action (CTAs)
  • Basket pages
  • Checkout pages

A Simple Guide to Conversion Rate Optimisation (CRO)


  • How CRO works, how it can benefit your brand, and our tried-and-tested process of how to do it.
  • Deciding what and how to test
  • Setting KPIs
  • The PIE framework and how to use it
  • Building and evaluating your tests
  • A/B testing
  • Conducting simultaneous testing, and more.

You can’t just start a business, then sit back and wait for sales to flood in. You need to be re-evaluating your approach, tweaking your offering and learning from your customers’ behaviour. This Double Download shows you how we do it – and how to replicate our process.

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