Vol. 02: Homepages and Category Pages

3rd Edition

Report PDF cover image

Part of the E-Commerce User Experience Series

The homepage, along with the category pages, help organize and prioritize a website’s offerings. Customers run into problems when they can’t tell what your site sells or can’t find the products they want to buy. This report helps you present the right amount of information and organize it well.

This 180-page report presents 71 guidelines based on our usability research. Discussions and 172 screenshot illustrations supplement the findings.


  • Best practices for homepage design
    • Create a good first impression
    • Keep customers on your site
    • Sell and build trust
    • Introducing your website as a great place to shop
    • Show what you sell
  • Finding (navigating to) products
    • Classification systems for e-commerce websites
    • Facilitating direct navigation
    • o Encouraging serendipitous exploration through category pages
  • Category pages
    • Presenting options
    • Navigating through subcategories
    • Differentiating category pages from product listing pages
  • Product listing pages
    • Product listing pages play an important role in the purchase process
    • Presenting options
    • Layout of category pages can help the shopping process
    • Best ways to show product offerings
  • Product comparison
    • Helping shoppers compare products easily
    • Designing controls for sorting products
    • Comparison tables

Research Method

The information in this report is based on two separate rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking

In total, 108 people tested 206 e-commerce websites. The studies took place in the United States, United Kingdom, Denmark, and China (Hong Kong).

Which License?


Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms


Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms


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Vol. 02: Homepages and Category Pages

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