Product taxonomy is how you classify and organise your products, the categories, subcategories, and attributes that everything else is built on top of: search, filters, navigation, category pages, recommendations. It's the most unglamorous decision in merchandising and quietly the most consequential, because when the structure…
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Product recommendations are how you show a customer things they didn't come looking for but are genuinely glad to find. They're the discovery half of merchandising, the online version of a good shop assistant saying "if you're buying those shoes, you'll want these socks too."…
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The customer who uses your on-site search is usually the highest-intent visitor you have. They've told you, in their own words, exactly what they want. Get search right and they convert at a much higher rate than people who only browse. Get it wrong, returning…
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Category and collection pages, the pages that list products in a group like "men's running shoes" or "gifts under fifty," are where most of your browsing customers actually shop, and they're the most under-optimised pages in e-commerce. More real buying decisions happen on a good…
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Faceted navigation is the set of filters that lets a customer cut a large category down to the products that actually fit them, by size, price, colour, brand, use, whatever matters to their choice. Done well, it turns an overwhelming catalogue into a manageable shortlist…
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A zero-results page, the cold "no results found" a customer hits when their search or filter returns nothing, is one of the most under-designed pages in e-commerce and one of the most costly. The customer just told you, with high intent, exactly what they wanted,…
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