4. Don’t forget to include any seasonal or relevant parameters within your filters
In addition to navigating to peak season categories, you can help users by adjusting your filter options to better match shopping behaviors during this time. You don’t want to overwhelm your user with a long product list, but rather encourage your user to utilize the filters effectively. For example, are your consumers concerned with price? Provide parameters that allow them to filter by ‘Gifts under $25,’ Gifts under $50,’ etc. Make sure your filters are clearly visible and easily reachable from anywhere on the page. (Make them sticky!)
5. Be intentional (and creative) with the images and media you use
Choosing images is notoriously difficult, but when the images themselves are cluttered, the page feels cluttered as well. Busy images can be distracting and make the page harder to read, even if the font is legible on the page. Especially if there is text on your images, ensure the images have empty spaces on which the text can be read easily. This is a pro tip for any carousels you may be utilizing. (Don’t forget, you don’t want to auto-rotate your carousels!)
This is also a good time to get creative with your media. More dynamic and interactive media is used to communicate brand or product features, such as auto-playing GIFs, which are quick to load and communicate the type of products being featured, as well as the brand tone.
J. Crew's gift guide features a fun and festive GIF to get visitors in the holiday spirit
On the J. Crew homepage above, the gift guide category uses an engaging GIF that automatically plays. On the gift guide list page, there is a category dropdown that helps users jump to different gift categories. Users can also easily narrow down listings using buttons like 'Best Selling' and 'Gifts under $25.'