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Hey all,
Your collection page should help shoppers pick a product, not make them sort through your entire catalog.
When they can’t spot a product worth clicking, you lose the sale.
For one large-catalog marketplace, two specific changes to the collection page lifted conversions by 10% and 5%.
Here’s what we changed.
In less than 2 minutes, learn:
Q4 traffic is too expensive to waste.
Maximize conversions from every site visitor. We will review your storefront by traffic source, then present a playbook for what to fix now, what to test before Q4, and what to push live during holiday sales.
🎯 WEEKLY INSIGHT
Large catalogs convert better when the first click is obvious.
On a collection page, shoppers are deciding one thing first: which product is worth clicking into.
Different buyers look for different signals:
Deal seekers scan prices.
Premium buyers scan quality.
Casual browsers scan images.
Power buyers scan for specifics.
When too many products compete at once, the right one is harder to spot – and everyone slows down.
So we tested a simple layout change designed to make comparison easier at a glance.
1) Fewer products per row narrowed focus and sped up decisions
We reduced the grid from 4 products per row to 3.
Result: +10.4% lift in conversions.
With fewer products competing for attention:
Prices were easier to compare
Visual differences stood out faster
Shoppers didn’t stall at the top of the page
The grid did more of the decision-making so shoppers didn’t have to.
Once shoppers know where to look, the next risk is distraction.
Anything that competes with the grid before that first click adds friction.
2) Removing header distractions kept attention on the grid
We removed promotional messaging (like free shipping) from the collection header.
Those messages pulled attention away from products before shoppers could choose.
Result:
+5.2% CVR
+12.6% more clicks within the grid
⭐ Takeaway: If you sell a large catalog, optimize your collection page for the first click. Show fewer products at once and remove anything that competes with products from the jump.
📹 QUICK TAKE
Your ad gets shoppers to the site. Does the landing page continue the message that earned their click?
Eric shows how his team carried a campaign's primary message and supporting benefits into the page shoppers saw next.
🗞️ NEWS HIGHLIGHT
What changed: Shopify now documents Meta as an agentic shopping surface where products can be discovered through Shopify Catalog and purchased through Shopify-powered direct checkout, including in Muse when available.
Why it matters: Muse is not just another chatbot story. Third-party estimates put it at 2.8 million installs in its first 12 days, and Shopify has already wired eligible merchant catalogs into the shopping layer. Product data, policies, checkout eligibility, and attribution rules now affect whether a brand can show up and sell inside Meta's AI shopping flow.
| THE COMMERCE LAB: RETENTION |
Catch the latest Lifecycle Marketing and Klaviyo Insights
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An email promises 20% off. A popup offers 10%. Now shoppers have to figure out which discount they get.
See what to check between the email and cart before spending time rewriting your campaign.
👀 FROM LAST WEEK
OM Mushroom had plenty of products, but first-time shoppers needed a clearer place to start.
Instead of asking visitors to sort through formats, the redesign led with the outcomes they were shopping for.
See where proof was added from the homepage to the buy box to help shoppers make a choice.
👊 STOUT SUCCESS
Fast projects fail without great execution
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen