Create category landing pages that give users a quick way to access products, timely promotions, contextual and useful content, and related items that may be used for cross-selling opportunities.
Data may play the single most important role in product listing and product detail pages. If your data is not normalized, your customers will have a very hard time finding what they want, and you will have a very hard time cross selling or upselling. For example, if you have ten different names for the color blue (e.g. aqua, indigo, teal, periwinkle, ultramarine, cobalt, etc.), your customers will struggle to discover that beautiful blue couch they’re looking for. However, if you spend the time normalizing your data and aggregating it under larger groupings for things like color variations, product sizes, pricing, and user ratings, you and your customers will be very happy later.
Clear and consistent display of information is critical on these pages. Ensure product images, descriptions, specs, and pricing are clearly represented.
Cart and checkout pages are often where conversions are lost. Utilize the UX audit to identify where customers are abandoning their purchase and fix those items immediately.