A vast catalogue, decent traffic - and shoppers who couldn't find anything.
An online retailer with an extensive catalogue had traffic but no conversion. Shoppers were overwhelmed by choice and could not find the products they came for.
The challenge
An online retailer with an extensive product catalogue was struggling to convert inventory into sales. Despite a healthy volume of website traffic, shoppers were overwhelmed by the sheer number of choices and consistently failed to find the specific items they were looking for.
What we found
Poor product descriptions
Listings lacked detail or focused purely on technical specifications, never communicating the benefits and use cases that drive a purchase decision.
Ineffective site architecture
Navigation was confusing, product categorisation was inconsistent, and filtering options were largely absent.
Weak internal search
On-site search returned poor matches, so shoppers who knew exactly what they wanted still could not reach it.
What we did
Category restructure
Rebuilt the taxonomy around how customers actually search and shop rather than how the catalogue was internally organised.
Faceted navigation
Introduced meaningful filters with a clear indexing strategy, so shoppers could narrow choice without generating crawl chaos.
Product content framework
Established description templates covering benefits, use cases and differentiators, prioritised by commercial value.
Product schema
Implemented complete product structured data for price, availability and reviews to earn enhanced search results.
Internal linking
Connected related products and categories to distribute authority and keep shoppers moving toward a purchase.
The results
- A navigable catalogue - Shoppers could find specific products quickly instead of abandoning at the category level.
- Category pages that rank - Restructured categories began competing on the high-intent commercial terms that actually drive revenue.
- Better product visibility - Structured data and improved descriptions made individual products eligible for enhanced results.
- Scalable foundation - New products now launch into a structure that supports them, rather than requiring periodic cleanup projects.
For large catalogues, SEO and merchandising are the same job. If a shopper cannot navigate to the product, neither can a search engine.
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Work we've done
Real engagements, anonymised at client request.
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