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A category or landing page must meet the expectation the user had when they clicked the navigation item that led to it, if they came from within the website. These pages will be very common entry points to the site for many users, due to specific searches they have performed in search engines, and as such it must similarly meet those expectations.
These pages, usually appearing at the second level of a website, allow users to begin to identify themselves as having a particular interest or requirement. And content will need to reflect that need or interest.
An effective landing page should put the user in control of content, for example, by providing filtering controls or more specific search mechanisms within a product category. These pages must provide effective sign posts to the content available within that section and offer a clear means to access it.
As users commit to certain user journeys they reveal themselves as a particular type of user with more specific interests. Content should match those interests accordingly.
Design patterns which users may expect to find on these pages can include:
Just as with the homepage, business goals also apply to these pages, as they involve an organization promoting specific products or services.
Facilitating business goals on category pages can be furthered by the following techniques:
Also, homepages, category or landing pages will rarely not be suitable for inappropriate marketing or advertising.
Let’s look at a simple example. In this case, as a user, I have arrived at the men’s section of an online clothing retailer. I’m immediately presented with content that is relevant to my request to see men’s products. And I am now equipped with tools in the left-hand column to continue making my query increasingly specific.
Note the use of images here, which are highly appropriate given the subject matter. Also note the lack of other visual clutter. Products are front and center and my key tasks are facilitated.Back to Top
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
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ABOUT THIS DIGITAL MARKETING MODULE
The UX Design module will cover in depth the differences between interactive and presentational communication, illustrating how the priority of the marketer shifts from getting attention in a presentational environment, to giving attention in an interactive environment. You will understand how a user-focused approach to design impacts content planning, information architecture, customer-journey planning, prototyping, testing and validation, progressive-disclosure and other powerful approaches to the display and interactivity of content.
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