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Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Sandra Niehaus, Lance Loveday

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Chapter 6. Category Pages

 

“We would have been happy if we could have assigned just three categories, large, medium, and small... It actually turned out to be quite a finely tuned scale.”

 
 --Charles Francis Richter, creator of the Richter earthquake magnitude scale

Category pages are an under-appreciated part of the conversion process because when well planned and designed, they are almost invisible to visitors.

They do a lot of cool sophisticated things, but they do them so neatly and intuitively that visitors race through them like a relay runner grabbing the baton. And that’s exactly as it should be, because the conversion finish line usually lies ahead, not on the category page.

Category pages are essentially high-level filters, grouping items ...

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