Why Are Collection Pages Important For The Success of An eCommerce Strategy?

May 24, 2023


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Your collection pages are essential in turning your online store into a high-converting machine. Not only will you heighten product awareness among digital shoppers, but you will also enhance their overall shopping experience, drive sales booms, and simplify store management.

What is A Collection Page?

A collection page, also known as a category page, aims to display a catalog of products that share a common characteristic, such as a brand, product type, or style. A collection page aims to help customers find the products they are interested in by grouping related products in a logical and organized way.

On a collection page, shoppers can view a selection of products from a specific category or collection. Usually, they can filter and sort products based on specific criteria such as price, color, size, or other product attributes.

Why Should Online Merchants Include Collection Pages In Their Strategy?

Although we have mentioned some benefits of collections, it's not enough. Here are five reasons your business plan must have a slot for the category pages.

Better User Experience

According to Top Design Firms, poor navigation is one of the principal elements that annoy shoppers and cause them to abandon online stores.  

Collections help organize products into logical groups that are easier for customers to navigate. When products are presented in a cohesive and meaningful way, it’s easier for customers to find what they are looking for and ultimately purchase.

Upselling and Cross-selling

Store owners use collections to group products that complement each other, making it easier to upsell or cross-sell products. For example, a collection of matching socks or shoe care products could be suggested if a visitor is looking at a pair of shoes.

Improve SEO

Search engine optimization (SEO) is a central puzzle piece in the success of any online business. Category pages can improve SEO by allowing you to target specific keywords and create landing pages that are optimized for those keywords. This can help better the visibility of your products in search results, leading to more traffic and sales.

Simplify Inventory Management

Collections help simplify inventory management by grouping products based on common attributes such as color, size, or style. Grouping products in this way makes tracking inventory levels easier and ensures products are restocked promptly.


Collections can help reinforce your brand by creating a cohesive look and feel across your product offerings. By grouping products to align with your brand identity, you can create a more memorable shopping experience for your customers.

Best Practices To Enhance Collection Pages For eCommerce Stores

The key to having high-converting collection pages is to ensure they are engaging, informative, and easy to navigate, ultimately driving more sales and enhancing the customer experience. Here are some best practices to improve collection pages for eCommerce stores.

Use High-Quality Images

High-quality product images are essential for showcasing your products in the best possible way. Use clear, well-lit photos, and show the product from multiple angles.

Visitors need help to touch or feel the products like in traditional stores. Therefore, you can only utilize photos of the best quality. Shoppers may inspect the minor details of the items and zoom in to see the finished result of the materials or colors. Also, showing your products in use is a brilliant idea to attract and convince consumers, as Miolé does with their table runners.

Write Compelling Descriptions

Product descriptions should be clear and concise, and highlight each product's unique features and benefits.

While visuals are important, your layout should allow for a solid copy. The text gives shoppers a clear idea of the item which helps to sell it and your brand. Don't go too creative with things like product names. Sage+Paige, a clothing brand, takes advantage of the pants' names so customers can easily spot the style and color of the item. With information so easily noticeable, consumers can quickly find the one that matches their preferences.

Use Clear and Consistent Navigation

Ensure your collection pages are easy to navigate, with clear headings and subheadings that help customers find what they want. Use consistent terminology throughout your site to make sure everything is clear.

E-commerce sites are usually complex, not just a simple landing page. Aside from menus, and the search bar, enabling breadcrumbs would allow visitors to navigate correctly through the main collection pages, product pages, and others.

Breadcrumbs, aside from being a tremendous navigational tool, helps search engines understand the hierarchy of your pages that support your rankings on SERPs. Orka, an online electrical supplier, uses horizontal breadcrumbs at the top of their site. This type displays a list of links representing the path from the home page to the current collection.

Offer Filtering and Sorting Options

Don't forget to allow customers to filter and sort products based on price, color, size, and more criteria. Why? This makes it much easier for visitors to find the products they are interested in instead of spending tons of time browsing an endless list of items.

Let's take Protein Package, a supplier selling convenient health foods, high-protein snacks, and sports supplements, as an example. On the pre-workout collection page, shoppers can sort accessories by trending, price, bestselling, and alphabetical order. On top of that, the brand has a filtering system so that customers can find products from their favorite brands, and ones that match their personal goals and diet within seconds.

Use Visual Merchandising Rules

E-commerce merchandising is no longer a new term in the online retail industry. Visual merchandising gives store owners even greater control over how their items display on the storefront. E-merchants can create rules for product placement and enhance the overall customer experience more easily.

With visual merchandising, online merchants efficiently run seasonal campaigns to pin a high-profit product or a group of them on any collections like Green Pan has been doing. In addition, the use of dynamic merchandising rules is helpful to:

  • Boost products based on various attributes such as price, vendor, tags, and more.
  • Decrease the visibility of specific products by creating rules that push them down in search rankings.
  • Hide products from search results and collection pages based on various product attributes.
  • Refine product searches and highlight specific items.

Show Social Proof

Sephora displays the overall rating from verified purchasers under every product

It would be a miss if we did not mention social proof here. Customer reviews and ratings have always been a powerful tool to build trust and convert browsing customers into paying ones. Include testimonials, customer photos, and user-generated content to enhance the credibility of your products further.

Optimize For Mobile

With more and more customers shopping on their mobile devices, optimizing your collection pages for mobile is a must. Use responsive design, ensure that your pages load quickly and are easy to navigate on a smaller screen.

And remember to ensure that the layout stays intact on mobile devices. Fail to do this and prospects will bounce from your site immediately.

Display Product Recommendations

Another tactic to build conversion-driving category pages is to use product recommendations. Top e-retailers like Amazon are applying the tried-and-true approach to encourage e-shoppers to explore additional products and potentially make other purchases.

Jawns on Fire showcase the latest Air Jordan shoes in their Jordan collection. The Newest Arrivals widget can be configured to promote the latest products in your store. You can utilize this feature to encourage new or unexplored products in stock and increase customer visibility.


Regarding collection pages, it plays a critical role in converting visitors into potential purchasers. People like eCommerce sites that address their needs directly.

You must provide a seamless, engaging experience that converts as many shoppers as possible. If you try any additional fascinating techniques on your site, please let us know how they work!

Alexander, our seasoned Project Manager at MakeBeCool since 2021, with four years of eCommerce growth expertise. A planning pro and team wizard, he's our go-to strategist. Outside work, Alexander's an AI fan, language lover (currently at B1 in German), and an adventurous traveler exploring places like Costa Rica. With a passion for coffee, he kicks off his mornings in style!

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