Starting grid: get your product grid page humming

  • In Association with eStar
  • May 1, 2018
Starting grid: get your product grid page humming

Many ecommerce  teams have a gut  feel their product listing/grid page is not quite right but don’t know where to start. What most don’t realise is there are best practice approaches to ecommerce page layouts, and specifically the product grid page. So what is ‘best practice’ when it comes to the product page?

Why getting the product page is vital 

Forty percent to 70 percent of consumers typically exit a website within viewing three pages of content. Consumers leaving at this point are effectively a lost sale, and the highest incidence of exits typically occur on product pages. For those who remain, they fall victim to a common behaviour known as “pogosticking”; moving back and forth between grid pages and product detail pages. Pogo-sticking is a by-product of the grid pages not doing their job which is to provide the right amount of content and functional page elements to enable consumers to easily and confidently click through to a product detail page

There are three fundamental characteristics of a page element:
1. It’s placement – where it’s positioned on the page.
2. It’s visual treatment –  how is it visually presented on the page.
3. It’s behaviour – how it responds when consumers activate the element.

The consumer’s interaction  with the website dictates page element placement, visual treatment, and behaviour:
1. The evolution and dynamic of the Fold (the portion of the web page that is visible to the consumer without scrolling).
2. Eye tracking and scanning behaviour.
3. Today’s consumer is on a journey and each journey comprises multiple micro steps.
4. Consumers exert both physical and mental effort throughout the journey (known as interaction cost) –  it’s the job of the website to reduce this effort.
5. Visitors to your site want  to be in control throughout the journey.

Ultimately it’s about providing the consumer with control over how they search, sort, refine,  and engage with content on these pages.

More product content is not necessarily better

The purpose of the product page is to present enough content to provide the consumer confidence to click on a product. Don’t attempt to tell the entire product story at this stage of the consumer’s story. The mix of content will vary by retailer, however, there are common content elements: product title; product price, promotion pricing and savings; customer review rating (if available); and visual signals there are more variations on offer (for example, “more colours available”).

The importance of Filters

In a retail world where the consumer has too many product choices, filters becomes a critical part of grid pages.

Consumers want the ability to easily refine products down to a workable selection based on their own preferences. Successful retailers conduct research to determine what’s important to the consumer and translates this into filtering options.

Best practice “filtering characteristics” are required to make filters easy to engage with. This includes the placement of the filter on the page; the presentation of the filters; visual validation of the filter selection; and simplifying filter selection and de-selection. User research has found the “truncated” approach – presenting a shortened list of filters with an expandable “view more” – delivers the highest engagement.

The truncated approach allows consumers to view multiple filter types above the fold. For example, they can see a brand list, price list, size list etc above the fold rather than just a single, long list.

Sorting is distinct to filtering

Sorting takes the full range within the category and reorganises it.

Sorting satisfies consumers in early stage buying who commonly suffer from “FOMO” (fear of missing out), as sorting prevents product elimination. This of course is also part of the role filters play. Where filters exclude products based on preferences, sorting reorganises 
the range in a meaningful order.

To add more value to a consumer’s journey in early stage buying introduce sorting options by consumer preferences. For example, online electronics retailers sort their TVs by screen size, online bike retailers sort their bikes by the amount of gears and/or bike frame size.

The purpose and value of pagination

Pagination, dividing product content into separate pages, contributes to setting expectation for the consumer around the effort involved to view all the products. Pagination assists with a consumer’s next step in searching for their desired product/s, and enables consumers to easily move forwards and backwards.

Best practice pagination empowers the consumer to interact with the product content on their own terms. It also provides them a clear frame of reference when they come back from product detail pages (pogo-sticking behaviour). This frame of reference is important for those in early stage buying to reduce their FOMO reaction.

Build it and they will stay

By incorporating best practice approaches on content, filtering, sorting and pagination to your product grid page you will embolden your visitors to interact with your content and thereby reduce early exiting, pogo-sticking and ultimately increase the rate of purchase.

About eStar: eStar is Australasia's leading specialist ecommerce solutions provider, delivering outstanding experiences with some of the region's best brands, through a combination of thought leadership, user experience, development, design and partners.

W: T:  0800 151 655 E:

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

  • News
  • August 15, 2018
  • Sarah Dunn
The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

Back in June, we celebrated retail's best and brightest with NZ Retail and The Register's first-ever awards: The Retail Hotlist. We've been sharing the stories behind the winners for a couple of months now. Read on for the last installment in the series: Blackbirds Goods of Napier, who won 'Best provincial retailer.'

Read more

Cocavo expands 4,000 stores further into the US

  • News
  • August 14, 2018
  • Courtney Devereux
Cocavo expands 4,000 stores further into the US

Whangarei founded company Cocavo has recently extended into over 4,000 Walmart stores in the US. We spoke to CEO of Cocavo, Chris Nathan, about what it takes to roll out the humble New Zealand product further into international markets.

Read more

The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

  • News
  • August 14, 2018
  • Sarah Dunn
The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

We've been sharing the stories behind each winner of our awards programme, The Retail Hotlist. We're nearly at the end of the list - but first, read how James Denton from packageless grocery start-up GoodFor was named 'Retail visionary'.

Read more
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
How to open a store
Sarah Dunn considers what it would take to ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Menulog introduces people's choice to online restaurant awards

  • News
  • August 13, 2018
Menulog introduces people's choice to online restaurant awards

Technology has aimed to add convenience to all parts of life, food delivery included. As our nation's love for dining out and ordering in has meant food delivery providers have had to keep up with increasing demand. Menulog, for example, has included a new people’s choice vote in its winter Restaurant Awards.

Read more

The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

  • News
  • August 13, 2018
  • Sarah Dunn
The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

The Retail Hotlist is The Register and NZ Retail's awards programme. Following the launch in June, we're now sharing the stories behind our winners. This time, Cecilia Robinson, winner of 'Most influential in retail', talks My Food Bag, future predictions and management.

Read more

Vote and win: Vote for our cover in the People’s Choice awards

  • News
  • August 10, 2018
  • The Register team
Vote and win: Vote for our cover in the People’s Choice awards

The NZ Retail and The Register team is excited to announce that we’re one of 12 finalists to win the Magshop People’s Choice Awards for the best magazine cover of 2018. We need your help to get to the finish line, but your support won’t go unrewarded: there’s a prize pool for voters totalling more than $3,300.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit