E-commerce

New Product Category Playbook

When a store starts selling something new, its existing customers may not notice and new shoppers have no reason to associate the store with it. This playbook introduces a new category with an explainer hub, comparison articles and product copy that link together, so the category has a clear place on the site.

À qui il s’adresse

Established online stores adding a product category they have not sold before.

Avant de commencer

  • The products in the new category and the attributes shoppers compare.
  • An explanation of why the store is adding this category and who it is for.
  • A category page ready to receive products.
  • Somebody who knows the products well enough to review guides for accuracy.

Étape 1

Plan the category hub

Decide what a shopper new to the category needs to learn.

  1. List the questions someone new to the category asks before buying anything.
  2. Identify the comparisons shoppers make between types within the category.
  3. Plan a hub article that introduces the category and links to each guide.
  4. Note existing products and articles that relate to the new category.

Étape 2

Create explainers and comparisons

Help shoppers understand the category before choosing.

  1. Write the hub article as a plain introduction to the category.
  2. Write comparison articles for the main choices within it, stating where each option fits.
  3. Write category and product copy that links back to the relevant guides.
  4. Have the reviewer check every claim about materials, specifications and use.

Étape 3

Publish and connect to the store

Give the new category a clear place.

  1. Publish the hub and the category page together.
  2. Add the category to navigation and link it from related existing categories.
  3. Update older articles that should now mention the new products.
  4. Tell existing customers about the category with a link to the hub, not only the products.

Étape 4

Measure category adoption

See whether shoppers find and understand the category.

  1. Check in your search console which category questions the hub and guides appear for.
  2. Track purchases in the category by existing and new customers.
  3. Revise comparisons as the range grows or changes.
  4. Answer recurring questions with new guides rather than longer product pages.

Erreurs fréquentes

  • Adding products with no explanation, so they look out of place in the store.
  • Comparison articles that only ever favour the most expensive option.
  • A category page that no other page links to.

Où Opus Rank vous aide

Des tutoriels pour les parties de ce plan que vous pouvez réaliser dans Opus Rank.

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