How to organise an online store’s catalogue

A customer who cannot find what they are looking for within ten seconds leaves. The way the catalogue is organised is as important as the product itself.

Categories: how the customer searches

Organise by use or product type, not by supplier or by how the warehouse is laid out. A maximum of three levels, and each product should have a clear main category.

Features: for comparing and filtering

Material, dimensions, compatibility, power… As features, not written into the description. That way they appear in a consistent table, feed the filters and make comparison possible.

Combinations: only when needed

Size and colour of the same garment are combinations. Different products that look alike are not. Too many combinations per product slow down the product page and complicate stock.

Brands

If you sell well-known brands, their brand pages are an important entry point from search engines.

Relationships

• Accessories: what is bought together (the case for the phone).
• Alternatives: if this one does not convince you, try this other one.
• Packs: several products at a combined price.

The internal search

Every month, check what people search for in your store and which searches return no results. It is the best source of ideas for new categories, synonyms and products you do not stock.