13 common mistakes in online shopping catalogs

The article will tell about errors that make it difficult to search for goods in online stores. By correcting them on your site, you will help visitors quickly find the right products from the catalog and increase conversion.

Structural errors

1. Long catalog listing

A solid list of product categories looks like a sheet of text in which it is difficult to navigate.

Combine product groups into sections according to common features. Then it will be enough for visitors to run through the section titles to find the desired category.


It is better

1. Abrasive, diamond tools
2. Borax for concrete
3. Lifting equipment
4. Locks and hardware
5. Measuring instrument
6. Engineering plumbing
7. Keys
8. Metal cutting tool
9. Hardware, fasteners
10. Tool sets
11. Foams, sealants, adhesives
12. Welding equipment
13. Drills, taps, dies

1. Consumables

  • Wheels and emery tapes
  • Concrete drills
  • Hardware fasteners
  • Locks and hardware
  • Foams, sealants, adhesives
  • Drills, taps, dies

2. Tools

  • Measuring
  • Keys
  • Metal cutting
  • Tool kits

3. Equipment

  • Hoisting
  • welding equipment
  • Plumbing

2. Different nesting level of sections

When one section leads to a page with products, and the other merges product groups, this increases the catalog list and confuses customers with randomness.

Sort the items so that the nesting of each section is the same. This will shorten the list of sections and order the directory.


It is better

1. Sawing

  • Circular saws
  • Chain saws
  • Jigsaws

2. Bulgarians
3. Consumables
4. Drills

1. Sawing

  • Bulgarians
  • Jigsaws
  • Chain saws
  • Circular saws

2. Consumables

  • Drill
  • Chains
  • Diamond wheels

3. Different volume of sections

It is more difficult for visitors to navigate in the catalog, in one section of which there are two product groups, and in the other twenty.

Rebuild the directory so that the sections are approximately equal to each other by the number of subsections enclosed in them. And if the lists of subsections turned out to be too long, break them up into a larger number of sections. This will allow you to find any products from your catalog much faster.


It is better


  • Gaming centers
  • Game steering wheel
  • Wheelchairs
  • Interactive toys
  • Constructors for small
  • Cubes
  • Cars
  • Lacing
  • Musical toys
  • Sets with figures
  • Pyramids, yule, roly-poly
  • Phones, multiplayer
  • Walkers and gurneys


  • Bath toys
  • Creativity in the bathroom

3. Interactive

  • Animals

1. Development

  • Wheeled toys
  • Gaming centers
  • Constructor for small
  • Cubes
  • Lacing
  • Walkers and gurneys
  • Pyramids
  • Phones, multiplayer

2. Entertainment

  • Interactive toys
  • Game steering wheel
  • Wheelchairs
  • Constructors
  • Cars
  • Musical
  • Sets with figures
  • Youlahs and dolls
  • For swimming

4. Sub-sections with similar products.

Of similar things, distributed in several subsections, it is more difficult to choose. To find a specific model, you will have to search in all subsections where the products from this product group are located.

You will make it easier for customers to search and compare similar things if you combine all products from one category into one subsection.


It is better

1. Fur products
2. Leather clothes
3. Leather and fur goods
4. Fur clothing
5. Fur vests
6. Fur coats, short fur coats, fur coat

1. Outerwear (filter by materials)

  • fur coats
  • vests
  • raincoats

2. Accessories (filter by materials)

  • scarves
  • caps

5. Section "Other"

When the developers of online stores do not know how to classify a product, they send it to the "Other", "Other" or "Miscellaneous" sections. But users do not know what lies in these sections, therefore, they will not look for anything in them.

Think of a structure that would suit all your products. Then customers do not have to guess where the subject they need.


It is better

1. Jigsaw
2. Saws
3. Other

1. Jigsaw
2. Saws
3. Planers
4. Jack hammers

6. Several product groups in the subsection

In some online stores on the pages with cards of goods mixed items from different categories. In such a dump it is difficult to find something definite.

If on the page with the goods to the buyer only similar things are shown, he will quickly select the desired model. Therefore, for each product group, create a separate section.


It is better

1. Stuffed toys

  • Charms, frames, slippers
  • Soft bags, pillow backpacks

1. Stuffed toys

  • Key rings
  • Framework
  • Slippers
  • Bags
  • Backpacks
  • Pillows

7. Ignoring demand

In order for the majority of visitors to quickly find the products they need, it is necessary to sort the catalog sections in descending order of popularity. But it is impossible to do this without knowing the number of key requests.

Collect site semantics - a list of phrases by which people will search for things from your store. And find out how many requests fall on each product group. This will help you service "Yandex.WordStat ".

Based on the number of requests, arrange the catalog lists by popularity. Then the sought-after products will be easier to find than those that are in demand less.


It is better

1. Cross stitch - 6,300 impressions per month.
2. Bead Embroidery Set - 12,300 hits per month.
3. Ribbon embroidery kit - 1,500 impressions per month.
4. Machine for embroidery - 11 7000
5. Preciosa beads - 6 500
6. Accessories for embroidery - 500
7. Diamond embroidery - 135,000 impressions per month.

1. Diamond embroidery - 135,000 impressions per month.
2. Bead Embroidery Set - 12,300 hits per month.
3. Machine for embroidery - 11 7000
4. Preciosa beads - 6 500
5. Cross stitch - 6,300 impressions per month.
6. Ribbon embroidery kit - 1,500 impressions per month.
7. Accessories for embroidery - 500

Errors in the section titles

8. Typos

Flaws in the section titles reduce the trust of visitors. And some grammar-nazis may even leave the site, noticing a grammatical or spelling error.

Carefully subtract the names of sections and products for errors. Then measure how much sales from your online store will increase after correcting the shortcomings.

A few simple tips can help in correcting the text:

  • Print the catalog name for verification on paper.
  • Change the font and text background. Any changes will help to look at the text with different eyes.
  • Check for errors after layout. On the site all the typos will be much more noticeable.
  • Read the names out loud.
  • Word in writing which you doubt, check with the dictionary.
  • Give the text to check your friends or colleagues. So more likely to find all the flaws.

9. Different form of titles

Different forms of directory headers cause a feeling of confusion. When section names are differently bowed, conjugated or used in different cases, it becomes more difficult for the visitor to glance over them.

Select one form and use it in the titles of all sections in which this is possible.


It is better

1. Playing in the bathroom
2. Dolls
3. Educational toys
4. Learn
5. Creativity

1. Playing in the bathroom
2. Playing dolls
3. We develop
4. Learn
5. We create
1. Bath toys
2. Dolls
3. Educational toys
4. Study
5. Creativity

10. Absence of key requests in titles

You can think of a name that will be clear to you and your friends. But the target audience may call this thing quite differently.

In the titles of sections and products, take into account the requests for potential buyers. Yandex.Wordstat comes to the rescue again.

This will help not only your customers to quickly find the product, but also SEO-optimize the store. That is, in search by keywords the site will be much higher.

Errors in functionality

11. Inconvenient search

Directory searches have two common errors.

First, if inquiries with typos are not displayed, some users will not find the requested product and leave the site.

Give customers the opportunity to enter requests with errors and typos.

Thereby you save part of inattentive users.

The second error relates to the search results. If the products display a solid list, then people will be uncomfortable to choose. The list can not be filtered and sorted, not to mention the lack of photos and prices of things.

Therefore, in the search results, display a preview of product cards.

12. Lack of sorting

If the goods on the catalog page cannot be sorted, then the likelihood that the visitor will find a suitable thing decreases sharply.

Give buyers the opportunity to sort products by:

  • price,
  • popularity
  • rated
  • size or availability of discounts.

Criteria may be different depending on the goods.

13. Surplus of filters

It is difficult for visitors to find the necessary filter if it has too many criteria.

To understand which filters are relevant for most buyers, start from what competitor stores offer and clarifying words in queries.

If there are a lot of refinement requests, make a landing page with already filtered goods. People passing by the request "Buy a mosaic of 1000 elements" should go to the page with the number of puzzle elements already set in the filter.


Buyers choose among dozens of similar companies that are not inferior to you in terms of the quality of goods. So, if they do not understand where to look for the goods, they will not wade through the wilds of the catalog, but simply leave the site. Therefore, to lure customers to your side, make the search for them as simple and comfortable as possible.



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