Category and product pages need work

Businesses should work on category and product pages of websites to help boost online marketing, new research suggests.

A study from Screen Pages has revealed that a significant amount of users end up on product and category pages, but often navigate away from them.

This highlights a new opportunity for online marketers to improve conversion rates from product and category pages, the e-commerce services firm explained.

The three-month study of 60 e-tail sites found that 60 per cent of visitors who land on product pages leaves immediately, while a third of users who arrive on category pages navigate away without acknowledging the content.

A statement from Screen Pages said: “The main lesson from these figures is that more effort needs to be spent on category and product pages: many visitors arrive here and do not get the same experience as the well-designed, heavily thought-through home pages.”

Just 40 per cent of visitors were found to arrive on home pages.