Have tons of products? Help shoppers sort before they scroll.
For brands with deep catalogs, start with curated entry points (like a slider of top-performing collections) to give context and direction.
Before you show off your products, guide with curated entry points.
Here’s what we tested for a wellness CPG brand with hundreds of SKUs:
Desktop: Horizontal category entry points under the hero
Mobile: Same categories directly under the navigation
Each clickable collection featured high-performers (like “Top Sellers” and “Samples and Gifts”) not individual products.
This works well for brands with extensive catalogs. Buyers can filter the catalog based on their preferences, such as benefits, product types, or use cases, first.
The result was a 6% lift in overall conversions and 15% more mobile collection clicks.
Large catalogs can overwhelm. Small mobile screens make it worse.
Leading with structure reduces friction and shortens the path to product pages.
Entry points, like high-level collections, increase conversions by narrowing a broad lens of products.
Showing different collections gives visitors a quick glance to understand the scope of products your brand sells.
Especially vital when they’re at the top of the page.
