Product Listings Page (PLP) – What it is and how to improve the design

Product Listings Page (PLP) – What it is and how to improve the design

Iain Moss

04 Aug 2022

A Product Listings Page, also referred to as a PLP, is a page that shows a range of products at a category or sub-category level or as a result of a search query.

Each PLP typically consists of: 

  • The Category Name: This is also used in the website navigation, sign-posting shoppers to the right section of the site.
  • A Category Description: This is particularly important if the Category is linked to a key phrase you want your site to rank for organically.
  • Filters: Being able to filter results is paramount to help with the overall Customer Experience. This becomes even more important for higher level categories versus sub-categories where results will be broader. Filters typically allow customers to select attributes such as size, colour, price etc.
  • Quick Buy: Depending on the product, retailers and brands may offer their shoppers the option to buy the item without the need to go through to the Product Detail Page (PDP).
  • Availability: To help shoppers when scanning the page, making stock levels obvious before clicking through to the PDP provides a better Customer Experience.
  • Reviews: Product reviews are typically pulled through into the PLP (in addition to being used on PDPs) to help shoppers with the decision making process.
  • Save to Wishlist: This is a key component to a PLP, helping the shopper save a number of products whilst they scan through the page before jumping back to their wishlist to view each product in detail.
  • Results: Allow shoppers to choose how many products they view per page.
  • Sort: Give shoppers the option of how they want to see products e.g. by price high to low, by top rated items, by new items listed etc.
Product Listing Page example for VERY.com

Why is a Product Listings Page so important?

The PLP is the gateway to product discovery and therefore presenting the most relevant products within that category or as a result of a specific search query is vital to help guide shoppers to Product Details Pages (PDPs).

These pages are an important part of internal link building – a factor that heavily influences organic search rankings. 

A well designed PLP should: 

Product Listing Page Design Examples

We have compiled 4 examples of PLPs with key highlights from each below. 

  1. Very key highlights:
    • Comprehensive Filtering: allowing the customer to refine the PLP results based on their criteria
    • Popular Sub-categories: Below the hero image are popular sub-categories aligned to seasonal trends and most-visited sections of the site
    • Social-Proof: Star-ratings, bestseller badges and trending messages are integrated into the individual products listed
Product Listings Page (PLP) example for Very.com

  1. Hotel Chocolat: key highlights:
    • Category Description: helping introduce the page whilst also helping their SEO efforts
    • Filtering Options: including availability
    • Social Proof: with both ratings and real-time purchasing behavior of their shoppers

  1. Charles Tyrwhitt key highlights
    • Sub-Category image blocks: help ease navigation
    • A Useful Category Description: which includes internal links, aiding SEO efforts
    • Horizontal Filtering: with a focus on three common filters of fit, collar size and shirt length (with further filters available in a separate drop-down)
    • Auto-play Videos: helping draw the eye to the first product being listed
    • Multibuy Offers: just underneath the category description encourages the shopper to add more to basket and in turn can help increase the Brand’s Average Order Value (AOV) and Revenue Per Visit (RPV)
    • Social Proof: Urgency Messaging is integrated into the individual listings 
    • Different Product Sizes: They have experimented with listing sizes rather than keeping this consistent throughout. This arguably creates a more customized shopping experience
    • Non-Product Blocks: Some of the real-estate of the page is also used to highlight other important USPs such as their Carbon Neutral credentials

  1. Revolution Beauty: Key Highlights
    • Product Tags: Vegan products are tagged making it easy for the shopper to scan the page for vegan-only products
    • Social proof: The color of the social proof messages has been aligned carefully to the Brand guidelines and combined with relevant icons
    • Social Media Trending: In addition to shopping behavior, Revolution Beauty have also woven in TikTok trending badges

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