CRO Manifesto
Get Creative with Product Collections
context
Standard category-based navigation can feel rigid and may not always align with how users think about their needs. If products are only grouped traditionally, some users may struggle to find what's most relevant to them.
Why?
Introducing alternative shopping angles like "Shop by Need," "Shop by Occasion," or "Shop by Style" helps users discover products in a way that resonates with them. This makes browsing more intuitive and encourages exploration, leading to higher engagement and conversions.
Content
- Your category pages have bounce rates above 45% or low time-on-page under 60 seconds
- You sell products that serve multiple use cases or occasions (skincare, apparel, home goods, supplements)
- Your internal search shows users hunting for need-based terms like "summer outfit" or "sensitive skin" rather than product names
- You have 50+ products across multiple categories and get 1,000+ monthly visitors
- Your current navigation feels too product-focused and you want to improve user engagement
Start by analyzing your customer data to identify natural groupings beyond traditional categories.
- Create custom collections in Shopify: Go to Products > Collections > Create collection. Use "Manual" type for precise control over which products appear in each themed collection.
- Design need-based collections: Examples include "Quick 5-Minute Meals" (food), "Date Night Ready" (apparel), or "Sensitive Skin Solutions" (beauty). Each collection should contain 8-15 products minimum.
- Add collection navigation: In your theme customizer, create a secondary menu or mega-menu section. Position it prominently below or alongside your main category navigation.
- Optimize collection pages: Write compelling descriptions (100-150 words) explaining the use case. Add lifestyle imagery sized at 1200x600px minimum for desktop headers.
- Mobile considerations: Use horizontal scrolling for collection previews on mobile. Ensure touch targets are minimum 44px height for easy navigation.
Implementation timeline: 1-2 weeks for stores with existing product photography, 3-4 weeks if new lifestyle images are needed.
- Collection page engagement: Target 15-25% improvement in time-on-page and 10-20% reduction in bounce rate within 4-6 weeks
- Product discovery: Track 20-30% increase in products viewed per session through collection navigation
- Conversion improvement: Expect 5-15% lift in conversion rate for traffic entering through themed collections
- Navigation clicks: Monitor collection menu clicks vs. traditional category clicks in Google Analytics Events or heat mapping tools like Hotjar
- AVOID: Creating too many collections (8+ themes) that overwhelm users and dilute focus. BEST PRACTICE: Start with 3-4 strong need-based collections and expand based on performance.
- AVOID: Using vague collection names like "Essentials" or "Popular Items" that don't communicate clear value. BEST PRACTICE: Use specific, benefit-driven names that immediately convey the use case.
- AVOID: Placing the same product in every themed collection, creating redundancy. BEST PRACTICE: Limit products to 2-3 relevant collections maximum to maintain collection integrity.
- AVOID: Neglecting to update collections seasonally or based on inventory changes. BEST PRACTICE: Review and refresh collections monthly to keep them relevant and well-stocked.
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