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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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E-commerce Catalogs

An e-commerce catalog cannot be designed in a free-form way. We have certain expectations about how online catalogs function, and any significant deviation from that will just confuse the visitor (since they are bringing all of their past knowledge with e-commerce catalogs to bear).

In effect, an e-commerce website is a set of page templates types:

  • Homepage
  • Search Results and Product Listings
  • Product Detail
  • Shopping Cart
  • Checkout Options
  • Shipping Information
  • Billing Information
  • Review and Order Placement
  • Order Confirmation

Applying best practices to each of these templates will give you a great foundation for optimizing your e-commerce website. So let’s get started with examining the first one, homepage.

Homepage

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