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The product category page is an essential step on your consumer’s pathway to purchase. Keep these rules in mind as you design it.

Is this statement true or false?

“The best ecommerce website design makes it quick and easy for visitors to locate desired goods, make comparisons to confirm the choice, then navigate the checkout procedure and arrange delivery with minimum friction.”

Before you answer, envision yourself shopping at a local brick and mortar store.

Which do you appreciate more – a store with clear navigation, properly marked items, and a short line at the register… or stores you can get lost in, wandering through a labyrinth where you can spend hours without worrying about buying anything at all?

If your answer is, “It depends,” then you’ve discovered something critical about marketing. The best stores help on-purpose shoppers get what they want and keep moving, but provide browsers the luxury of exploration...

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