Collection Pages

41 Best eCommerce & Shopify Collection Page Examples for 2024

Whilst there are many ‘standardised’ guidelines to follow in relation to design and UX for collection pages, you can make yours stand out above the rest with some simple optimisations that can help with conversions. I’ve put together some of the best collection pages I’ve seen that have done an incredible job with the overall UX and UI to help you with some quick wins.
Dan Siepen
December 2, 2022

Typically, collections pages don’t tend to get the love or focus they deserve from many eCommerce stores. I can say from experience that collection pages are some of the most visited pages that you’ll see within your eCommerce analytics

They play a major role in overall user experience and visitor/customer product discovery. 

Most visitors, especially if they’re new to your store, and regardless of what original acquisition source they came from, will go around and explore the different product options available that you have. It’s completely natural for people who have never come across your site before to explore what else you have on offer (I mean, you most likely do this as well). 

This is where the importance of optimising your user experience and the design of your collection pages comes in. 

What do the best collection pages look like, and what optimisations can I make?

I think one of the biggest challenges with optimising collections pages is that many store owners and marketers don’t have high expectations of these types of pages or even have quality references they can refer (and learn from) to help them see what else they can do to drive sales. 

So, that’s why I’ve put these example references together to help inspire you. Each of these collection pages has the perfect mix of creativity, UX, as well as being conversion-focused. 

Just before diving into these high-level breakdowns, here are some pointers/key factors to keep in mind whilst going through them, which you can use as a small ‘benchmark’ checklist against your existing collection page(s).

Quick tip to keep in mind: Quite a few of these stores experience high volumes of traffic, which means that they’ve most likely done testing of these elements below with their collection pages. 

  • What’s contained in the header, both in terms of headline, description and design (UI)? 
  • Do they have a lot of products on offer? If so, how does their filtering and sorting experience work? Does it work and render on mobile properly?
  • What attributes can you choose as part of the product filtering/sorting? How does the page respond when you click which attributes you like?
  • What does the layout look of the collection page look like on both desktop and mobile? Where is the sorted/faceted and filtering navigation, and where is the list of products displayed? Is the search/filtering at the top, left-hand or right-hand side?
  • Speaking of mobile, how does the structure of the page work? What do you see above the fold? Make a note of what you see in order from top to bottom.
  • What’s included as part of the products on display (I typically call these product ‘cards’)? Do they include the likes of tags, customer reviews, and icons (e.g. special deals, discounts, scarcity tactics - i.e. limited stock)? 
  • Can you add products to the cart automatically from the page by hovering or clicking on the product card, or do you have to click through to the actual product page? 
  • Do they use other CRO tactics or leverage social proof, such as UGC content, product videos, or testimonials?

Again, I want to stress that when going through these examples, the goal isn’t to adopt all key characteristics just because these other sites have included them. It comes down to your overall online store design and what you believe could be some elements worth testing. 

The way I would approach this is by saving these references and creating your own ‘checklist’ of things you can implement over time and test performance. 

Either way, there are plenty of ideas and tests you can run. 

Okay, sweet as, it’s now time to get stuck into these collection page examples, which I hope you’ll enjoy going through (and taking plenty of notes). 

1. Oak & Eden

Oak & Eden is a whiskey label that is famed for its traditional distillation using American oak barrels. They have won several awards and gained recognition in the industry, with wins from the San Francisco Spirit Competition and Sip Awards under their belt. Their prices start at $49.99, making them quite affordable for something of great quality.

Here’s how they sell their products through their “shop all” collection page:

  • A menu featuring their different product lines, so customers can easily go to their desired series.
  • An introduction to each product line as you scroll down, with an image of a man holding a whiskey bottle from the respective series in the middle of the page. 
  • When you select a product, a clock-like graphic appears on its image in the background, making it more interactive and getting people to stop in their tracks (good for focus).

2. Tinto Amorio

Tinto Amorio produces wine spritzes that are perfect as light drinks for summer days. The Tinto itself is a known alcoholic drink similar to sangria, except lighter and more refreshing. They are available in different flavours, all inspired by Spain.

Here’s the layout of their ‘spritz’ collection:

  • An email subscription pop-up that offers a 10% promo appears. 
  • At the top of the page on the left-hand side, you instantly see the headline, as well as the nutrition facts and selling points of the product.
  • A one-column view of all their products with matching introductions. This is followed by a teaser for a new product, making customers more interested.

3. Package Free

Package Free, as one would suppose from the name, is a sustainable shop that sells eco-friendly, plastic-free products. They source mostly zero-waste lifestyle items meant to be used in the day-to-day. 

Here are their featured products:

  • A title header with a number indicating how many items are under that category.
  • A product filter with key attributes for visitors to sort through products faster. I like the fact that they even has “values” as an option, staying true to their purpose and keeping in mind environmentally-conscious people. 
  • Also, on the right-hand side, you can ‘sort’ by featured, alphabetical order, and lowest-highest price (and vice versa). 
  • Rows of products that have a rotating earth icon on the upper right of the featured images. Those with discounts/limited-time offers have a corresponding sticker so that users can see them quickly.

4. Blueland

Did you know that 90% of the food and water you consume have micro plastics in them? Blueland was founded to solve this problem, as they create sustainable, plastic-free home solutions like hand soap and laundry detergents.

Definitely take a look at these guys, they nail their collections page, in my opinion. 

This is their collection page for starter kits:

  • Their starter kits are on the very top of the page in the nav, making it one of the first things customers see and would likely gravitate towards.
  • Product and category filters are on the left side of the page, with their products on the right.
  • I absolutely love the imagery, as well as the tags used for scarcity and urgency (smart CRO tactics) - i.e. “holiday exclusive”, “best seller”, “save 20%”, etc. 
  • A separate section for refills after scrolling down, with an indication of how many items are in the collection.
  • As you hover over the card, you then see “quick add” - definitely a great UX and makes it so easy for people on desktop and mobile to add to the cart. 

5. Forest Gum

You may think that Forest Gum is named after the movie, but it’s actually a reference to how the company makes plant-based, plastic-free chewing gum (genius naming, if you ask me). The company is based in Germany, and its website is entirely in its local language. 

They have an impressive UI overall, with a minimal collections page structure.

  • A banner featuring their product selling points.
  • The product details show under each item as you hover over them, making the customer feel like the product is truly being highlighted.
  • They used bright yet evenly distributed colours throughout the page. Big fan of their branding. 

6. Rooted

Rooted is a company that doesn’t just sell plant-based products; they sell actual plants. They currently have three stores in New York, with the aim of making nature more accessible in the concrete jungle. 

Let’s take a look at their “plants” collection:

  • They have filters that can meet the requirements of numerous visitor persona types, including the likes of whether they have pets at home or just want something easy to take care of.
  • Clear pics and product info of the plants, including their scientific names.
  • Stickers on the featured images show bestsellers and rare plants. These make them more appealing to customers. Plus, good to see some products have various colours shown for people to choose from.
  • Also, great UX when you hover over the photographs to add products to the cart. 

7. Krave Beauty

Krave Beauty is a skincare company founded by YouTuber Liah Yoo. After trying so many products on her skin, she realised that she only really needed a few items to maintain her great complexion, which is what she set out to create with her company. Selling only six products for different skincare steps, Krave Beauty promises high quality, sustainability, and affordability.

This is their “shop all” skincare line:

  • A header image featuring all their products.
  • Different sections feature different product series so that users will know what the essentials are and what is meant to serve as add-ons.
  • Stickers that indicate the product’s purpose, with a highlight on improved formulas or new products.

8. Robin Golf

As one would expect from the name, Robin Golf sells golf items. They are best known for their premium golf clubs, designed to give players a more comfortable grip without sacrificing their game. It’s actually such a beautiful website in terms of elegant design and UX - love what they’ve built.

They have several collections, but let’s take a look at their main collections page, which then directs visitors to specific collections:

  • A happy image of young golfers, showing that it caters to an audience different from the usually perceived market, with some witty copy (“get into the swing of things” - love it).
  • Different sections are dedicated to different categories, with a clear outline of who the products are for.
  • A shipping and returns banner at the bottom of the collection page which doesn’t go away as you scroll (although you have the option to close it).
  • Here’s an example of their “men’s equipment” page. 

9. Joi

Joi is founded on the principle that people have the right to determine what is best for their bodies with what they consume. So, they founded a plant-milk company with organic products, with no allergens, artificial additives or preservatives.

This is how they present their collections page, with “best sellers” at the top, and as you scroll, you see the others (yes, all on the one page):

  • A header menu that allows customers to filter according to category.
  • Product descriptions that include how many batches and quarts each item is able to make, with the immediate option for a subscription.
  • A section outlining their selling points through the use of pink and blue cartoonish icons.
  • As you keep scrolling, you then see the other collection categories, which are then broken up with a mix of USP sections (such as “why subscribe”), as well as other sections to break it up. 
  • Also, just a big fan of how they’ve gone about their product cards - everything from the number of reviews, product bios, and top-notch imagery, as well as the two options of one-off purchases or subscriptions. Definitely amazing work here by the team at Joi. 

10. Thousand Fell

Thousand Fell is a sneakers label that uses sustainably sourced materials, with a focus on the circular economy. This means that their products are made to last and can be recycled, with the crafting being done by a family-owned factory in Brazil. They are best known for their white sneakers, available in different designs.

This is what their men’s collection page looks like:

  • Copy that shows their best-selling white shoes in use, with an assertion that their products are the most comfortable, long-lasting sneakers you will ever own, which makes for a strong selling point.
  • Clear highlights of what makes their products special, with matching images and icons.
  • On the top left hand-side, you will see the filters and categories, making it easier for visitors to quickly filter what they’re looking for. I also like the toggle of what’s “in stock”. 
  • A plug for their Instagram profile is at the bottom of the page, with a branded hashtag (good UGC play). It’s good to include this as visitors can go ahead and look through tagged pics.

11. Grape Juice

Grape Juice is a wine shop that leans into natural wine, which basically means that they follow the wine-making process as is in all their products. They are primarily known for their wine sets, which are curated every month by their team and are categorised into orange, rosette, Piquette, white, and red.

This is the page for their current white wine collection:

  • An image of white wines is beautifully arranged on the right side of the page, accompanied by a very personable description of the set.
  • A plug of their different wine selections, with corresponding redirect links.
  • A newsletter form that takes up the entire page, making it quite noticeable for those scrolling through.

12. Sunnies Face

Sunnies Face is a beauty store founded in the Philippines, and it has gone on to make waves on the international scene. Their goal is to create affordable, yet high-quality and aesthetically pleasing makeup.

This is how they’ve structured their “shop all” collections page:

  • A large header outlining a special offer store-wide. They would be rotating offers in this banner section depending on the core campaign at the time. 
  • Good horizontal structure of the product cards, with a filter on the to-right-hand side. Smart work as well by including the “best beauty award” sticker of their Fluffmate lipstick. Always a good idea to prioritise the first product with awards/best-selling stickers to reinforce trust and confidence with new browsers.
  • Also when you hover on the images, you can see different shade colours. Really nice touch for people to see what shade may work best for them.

13. Doublesoul

Doublesoul claims to make the best and most comfortable socks anyone could ever wear, using recycled and organic cotton and earth-safe dyes.

They have quite an assortment, but this is how they prop up their bestsellers:

  • A 20% pop-up discount for email and SMS subscriptions when you go onto this page.
  • Good 50/50 layout, with an image that shows off the socks, and strong copy focused on why Doublesoul’s socks are made for everyone.
  • A creative image that shows off the product’s selling points, which I love. 
  • Good layout of their products, although I feel they’re lacking filters for people to quickly find an attribute they prefer, whether it be colours, length, price or pack size. This is definitely something they should consider, since they have 2 pages with a large amount of SKUs.

14. Saint James

Saint James is a beverage company best known for its iced tea, which probably shouldn’t be a surprise given that it was founded by John Ferolito, the founder of AriZona (amazing drinks). Saint James was then designed to be an organic and sustainable sister of the brand, with its healthy and sustainable options.

This is their primary layout:

  • A one-sentence description of their product’s selling points, with an artistic capture of a lemon as the backdrop.
  • Individual sections are dedicated to each product, with a short description and small images of ingredients underneath.
  • An introduction to the company is featured at the very bottom of the page, with a redirect link to an article containing an interview with the founders.

15. Neighborhood Goods

Neighborhood Goods is a department store that is formatted with the modern shopper in mind. They’re a fairly new company that is less than four years old, but they already have an impressive mix of hosted brands, including Aesop, Fashionphile, and Kinfield. They also lean into independent, sustainable brands, making them a great source for different kinds of shoppers.

This is their “Best of Summer” collection:

  • A header explaining what the collection is all about.
  • A small number of products that are truly curated for summer, letting the customer know that the items in the collection were thoughtfully considered.
  • You can easily “sort by” products instantaneously. 
  • A plug for their blogs for visitors who may want to know more about the company and what they’re all about.

16. Homecourt

Homecourt is a luxury home fragrance company founded by Courtney Cox, with the belief that homecare should be elevated as it is a form of self-care. Her products were created with the aim of making personal spaces a place of calm and relaxation, with formulations that were developed by skincare chemists to ensure non-toxicity and safety.

This is their “all” collections page:

  • An image with their products on display.
  • You can filter by scent collection.
  • A highlight of their trio offers, as they appear as the first items on the page. The sticker showing the value items alongside their scent sources are an added visual touch.

17. Italic

Italic is a luxury gifts company that aims to deliver the highest quality at affordable prices. They do this by going direct to the manufacturers of famous brands, getting rid of retail markups, and rigorously testing each item to ensure that they live up to standards. Their tagline? Luxury without labels, and it’s very clear in their every collection.

Let’s take a look at their “best sellers” collection design:

  • As we can see above, we see a big image. Still viewable above the fold, you can then see a tagline with “the best of the best”, with then the number of items in the collection. 
  • A show of the different designs under that collection, giving customers a variety of items with the same quality.
  • A “quick view” button when you hover over the image, which then brings up a modal of of the product. Super nice UX and saves cluttering the existing page when exploring products. 

18. Wall Of Art

Wall of Art is a company that curates and gives a platform to wall art created by highly talented yet largely unknown artists. It was founded as an answer to all the mass-produced frames that can be seen in department stores, with the intention of making high quality art more accessible.

This is how they sell their posters and wall art:

  • A subscription sign-up form that comes with 15% off for the first purchase in exchange for an email.
  • A personable description and introduction to their collection and products.
  • A products filter on the left side of the screen, with then more detailed filters based on the current page you’re on (e.g. colour, format, size).
  • Love how you can easily click the various “collections” buttons to see more specific colleections. 

19. Honeylove

Honeylove is a garment's label that desires to empower females of all shapes and sizes with designs that are made for comfort and style. They started out with just shape wear but have since branched out to underwear and clothing.

This is their “best sellers” collection:

  • A header menu that contains all possible category filters, with accompanying images.
  • When you hover over an item, its description and more featured images will appear on the left side of the screen.
  • Good layout with a model in action on the left-hand side, which shows off the comfort of that particular product focus, and then the range of items available (with their variants) on the right-hand side. 
  • As you scroll down, the model grid images on the left-hand side change depending on the product focus. 

20. Hilma

After finding out that most of the natural remedies in the market weren’t up to scientific standards, founders Lily, Nina, and Hilary spent two years creating an alternative with a team of world-class scientists. The result? Hilma, which is a natural supplements brand that ensures its offerings are backed by science and up to clean label standards.

This is how they promote their different offerings.

  • A straightforward introductory header that positions the brand and what they do.
  • A subtle categories filter alongside the header, which allows customers to choose from a range of collections.
  • A clear identification of what each product is supposed to address, with large copy above the product cards stating their awesome shipping offer and subscribe and save promos.

21. Caval

Caval is a French sportswear label that is best known for its mismatched, eco-friendly sneakers. Thought of as sustainable and fashion-forward, the company uses Italian leather and makes its products in Portugal - making them 100% made in Europe.

Let’s take a look:

  • An email subscription form that popped up with a 10% off voucher, made distinct by the use of a Ryan Gosling brand testimonial
  • A sweater line that is made for men, yet the feature pics also show women wearing the products. 
  • A promotion of their latest collaboration with Saint James.
  • Underneath the collab section, you get a reminder about the USPs. Then at the bottom, you have a final CTA for with a special promo in case anyone decides to leave the site.

22. Raaka

Raaka is a chocolate store that uses sustainably sourced single-origin cacao to make high-quality, unroasted dark chocolate. Each kind is made in small batches, with everything mindfully prepared by their team.

Absolutely in love with their colours and packaging. They are so damn good!

This is all their chocolates on a single collection page - let’s see their layout:

  • Straightforward copy on the products and their health selling points.
  • A show of their variety of products, all reasonably priced too.
  • Good use of tags and imagery, similar to the style and interaction experience we’ve seen with many of the stores we’ve spoken about (hopefully you’re seeing some consistent patterns)
  • An email subscription form at the bottom of the page.

23. Sweetkick

Sweetkick is a healthy food and supplements brand, created with the intention of helping people manage their sugar cravings and make better food choices. Using science and research, they’ve created snacks, drinks, and tablets to curb sugar consumption.

This is their “best sellers” page:

  • They call the items their fan favourites, which sounds a bit more appealing than just ‘best sellers’.
  • A show of their most popular products with their corresponding descriptions and customer ratings.
  • An email CTA at the bottom to receive 15% off. 

24. Three Ships

Three Ships is a natural beauty company that aims to be the best in the industry, using ingredients that are science-backed and proven to produce results. Their formulations are made by professional chemists, to ensure high quality and efficacy.

This is one of their collection pages:

  • A best sellers header with a bold introduction of their positioning as a brand.
  • A categories filter that are sorted by product type.
  • A section explaining each best selling product.
  • Awesome design of their product cards, and use of supporting tags. 

25. Happy Socks

Obviously, Happy Socks sells socks that are to invoke joy, fun, and adventure. They encourage self-expression and vibrance through socks, with the added selling factor of being more sustainable and softer than other labels.

Let’s check it out:

  • On-brand copy saying that everyone wants their best sellers, because what’s not to love?
  • A feature of their quirky socks, with some product photos being scaled bigger than the others. I quite like this tactic as it makes you stop scrolling - it’s a good pattern interrupt. It’s a good way to help browsers focus on the right areas. 
  • Really easy to use the various filters available. 
  • Added copy promoting their best sellers in the middle of the page, which can be seen as customers scroll down. Again, another little ‘pattern interrupt’ tactic. 

26. Folklore Las Ninas

Folklore Las Ninas is most known for their children’s clothing and accessories, drawing inspiration from the founders’ Latin American roots. They tap into designers and artisans around Latin America, and feature their designs and handiwork.

They also have home decor products made in collaboration with these artists, as seen on this page:

  • At the top, we see an image of some of the pillows they’re selling, with copy that props up the cultural heritage of their items. Although it may have been better if the words “Guatemala textiles” was a bit more highlighted, given that this is a nice selling point.
  • A filter for pillow sizes, shown on the left side of the page, as well as further sorting available.
  • As you scroll down, you see a static CTA for “Get 15% off” - you then get an offer/email subscription modal that pops up.

27. Twice

Twice is an oral health business that mixes science and natural ingredients to create balanced and effective products. They’re already known as a holistic oral wellness company, and they’re continually getting more recognised in the mainstream.

This is their primary collections page:

  • A good layout with both category filters on the left (static as you scroll), and large images/cards of the kits on the right.
  • Kits appear on the top of the see-all page, implying that these are the products they’re advertising the most.
  • Stickers that indicate new products or items that have an added gift with purchase.

28. Fix and Fogg

Fix and Fogg makes “the world’s best nut butters,” as they themselves proclaim (I mean, they are award-winning and taste so good). The founders just started out selling in local food markets in New Zealand, and now they’re being sold across stores in America (and here in Australia too - if you’re in Aus, check out Woolies).

Let’s take a look:

  • A header that advertises the stores where customers can physically access the products.
  • A promotion of their shipping offer and 100% money-back guarantee before the products are even showing, giving their customers peace of mind as they explore the range.
  • A plug to follow on Instagram at the bottom of the page.

29. Kinship

Kinship is a skincare company that uses clean formulations, sustainable packaging, and quality ingredients that are meant to give people that glow from the inside out. In everything they do, they make sure to participate in building a better, more environmentally-friendly world.

Let’s take a look at their design and layout:

  • First, we see a pic of two models, alongside a banner at the top of the page, showing their shipping and 30-day guarantee promotions.
  • Beautifully-design product pics, accompanied by icons and reviews. Plus, the product shots are really damn good. 
  • A highlight of learning more about their clean formulations at the bottom of the page, with a redirect link for people who want to be educated about their process.

30. Bala

Bala is a bodybuilding, and athletics company that sells beautifully made home workout items. Their products come in aesthetically pleasing colours and designs, revolutionising what people would classify as their dream gym items.

Here’s a look:

  • A featured image that is bright and vibrant, intended to promote Soleil, the latest colour for their product offerings. 
  • More featured images as customers scroll down the collection page, with editorial shots that are meant to catch the eye while promoting workout items. 
  • Stickers that note which items are best sellers, and which ones are new.

31. Beast

Beast is most famous for its smart blenders. The company was founded by the same person who established NutriBullet, but Beast is arguably the better, more updated version. It has been featured in publications like Forbes, Glamour, Buzzfeed, and E! News among others.

Their available accessories for their blenders are also pretty hard to beat:

  • A banner that indicates their shipping offer.
  • Two tabs that people can choose from. Even if they’re looking at the accessories page, they can just as easily shift to the products page as desired.
  • They make it easy for people to add items to their cart, as well as flick through coloured variants and see what it looks like instantaneously. 
  • Social proof in action with a carousel of quotes from well-known brands, which reinforces trust to new audiences who haven't purchased before.

32. Fits

Fits makes linen finished puzzles, with art and design that are obtained from independent female artists. They openly welcome art submissions that can be made into puzzles, and each set is only done in small batches to ensure quality.

These are all their puzzles:

  • A header that introduces their puzzles as wild - love the names of each of the puzzles too. 
  • Stickers indicating how many pieces are in each set.
  • They also incorporate bundles to try increase AOV.
  • A banner near the bottom of the page stating what makes jigsaw puzzles great.

33. Ugmonk

Ugmonk is an organisation known for its sustainable, long-lasting, basic t-shirts, with everything made in collaboration with small businesses and other independent artists. As advocates for slow living, each product they sell is built with the intention of making them last. This philosophy extends to the other product lines they have since branched out to, including bags, pens, and other small lifestyle items.

These are their best sellers:

  • A banner promoting their last batch of shirts, being sold at a discount.
  • A categories section on the left of the page, where people can select and explore other collections as they desire.
  • A simple, minimal image as the header, reflecting the heart and design of the brand.

34. Oh La La! Macarons

Oh La La! Macarons sell macarons, as one would expect from the name. Though based in London, the company has since gained worldwide recognition for both their products and the experiences that they offer, which include private workshops and hen parties. They use only the highest quality ingredients, with macarons that are thoughtfully made. 

Let’s take a look at their setup for their main product selection: 

  • Great header copy that lays out their main selling points.
  • A section that promotes their “build your own macaron box” offer, with a matching, vibrant image of their product box.
  • A section that shows their tea and candles, which is another unique offering - a smart bundling strategy to increase AOV.

35. The Outset

The Outset is a skincare label that leans into minimal yet powerful formulations, designed to nourish and protect the skin while addressing issues. One of the founders is actually Scarlett Johansson - make sure to check out more of their story.

This is how they sell their top-rated skincare:

  • A simple product texture image, followed by a short tagline: Healthy, hydrated skin starts here.
  • They have stickers that indicate award-winning products on respective featured pics.
  • A section showing product selling points and benefits in the middle of the collection page.

36. Deux

Deux is a cookie dough business that is all about health and taste. They do this by infusing each product with vitamins and minerals, to ensure that the cookies are actually able to contribute their customer’s health whilst tasting yummy. They also lean into simple ingredients, to minimise the negative health effects of the dessert.

Let’s see how they’ve laid out their main collections page:

  • Great header headline and supporting copy that perfectly captures the selling point of the brand: tastes extremely yummy and unhealthy, but is actually good for you.
  • Circular product icons, making the collection page appear more unique and appealing.
  • A video from the founder on the lower right hand side where she talks about the benefits of the product. Love the addition of the video, as adds a nice personal touch, which can help improve conversion rates.

37. Notorious Nooch

Notorious Nooch makes, you guessed it… nooch. For those who don’t know, it’s nutritional yeast flakes. They have various different flavours, to make this nutritional yeast much more enjoyable to eat.

This is their collection page:

  • They first prop up their bundle packs, with very fun and personable snippets about the products.
  • A single flavour packs section that takes the time to describe what each flavour is like.
  • Then as a final section at the bottom, you see an email subscription as a secondary CTA to give audiences an opportunity to learn more over automated emails.

38. Fellow Creatures

Fellow Creatures is a vegan chocolate company that believes existing processes and formulations can always be improved upon. One thing the brand clearly stands against is the exploitation of cows for their milk, which then led them to create a more friendly and sustainable solution for such cravings we all love. 

They sell bars and spreads, all of which can be seen in their “Shop All” page:

  • They use bright colours and quirky designs to capture the eye of the site visitor.
  • The website menu sits at the right of the screen and can be accessed even as people scroll down.
  • A promotion of their subscription offer at the bottom of the page.

39. SKKN by Kim

SKKN by Kim was founded by Kim Kardashian, and they sell nine products that were inspired by Kim’s own skincare routine. Her products are all minimal in design, yet made with high-quality formulations by some of the world’s best dermatologists. The container designs in particular are rather eye-catching and geometrical, staying true to Kim Kardashian’s overall avant-garde branding.

Here’s what the skincare collections page is designed:

  • Minimal header copy and description that explains Kim’s vision for the products and brand.
  • Hovering over the features of the individual products show swatches of the product texture.
  • An indication of the star rating of each product, which helps with social proof and building trust with new visitors. 
  • Really food filtering and sorting options. 
  • Additionally, this collection has pagination after the first set of loaded items (i.e. “show more” - “showing 12 of 21) where customers can explore further products. It’s a better user experience and helps improve speed/site performance.

40. Core and Rind

Core and Rind started out as a farmer’s market offering, with the founders crafting plant-based cheese sauces that contain no dairy. They also contain no additives or chemicals, and each one is made with real food and ingredients.

This is their minimal collection page design (which is great if you don’t have a large range of items):

  • Hovering over each product shows that sauce is in use.
  • A carousel of their Instagram posts at the bottom of the page.

41. Dream Pops

Dream Pops started out as a company that makes the world’s 100% plant-based ice cream. They have since branched out to other snacks, but they retain the same mission and formulation: healthier classic desserts that are still just as yummy.

Here’s a look at their collection page:

  • A shop-by-product type filter, wherein visitors can just choose a product tab to shift categories (“crunch”, “drip”, etc).
  • Hovering over individual product selections shows what they look like when bitten into, making their graphics even more appealing to the consumer.

⚡ Frequently Asked Questions ⚡

What are some of the key attributes that make a good collection page design?

When it comes to great collection pages (which I’ve highlighted over 40 amazing references for you to look into), they possess these main attributes as a core baseline. First, a great title and image at the top, which is clear and eye-catchy. Second, they have a good menu filtering UX system, using either faceted or sorted product navigation. This is particularly important if they have a lot of products under a specific collection list. Third, the products are clearly labelled and are suitable for the category. Finally, and arguably the most important, it’s optimised for mobile experiences.

Are there creative campaign strategies for collection pages that can help with driving sales?

There are quite a few creative strategies that you can implement, whether you’re creating automated collection pages or creating a manual collection (which is quite easy to do if you’re using Shopify or BigCommerce), to help with converting more visitors. The first strategy is around the types of collection pages you create. For example, you may have your standard collection pages, such as best sellers and special offer items, but there are many other ideas you can adopt. Other ideas include having a collections page for bundles, campaign-specific such as Christmas or Black Friday deals, having a 48-hour one-time flash sale for popular products, and many others. It does depend on your business, but there are certainly plenty of ideas you can test out.

What are your favourite Shopify collection page examples that an online store can learn from?

I’ve highlighted throughout this guide some of the best collection pages I’ve come across, but there are some standouts that I believe are absolutely worth checking out if you run an eCommerce business. Those standouts are Krave Beauty, Tinto Amorio, Blueland, Wall or Art, and Ugmonk. All possess many top strategies around UX, UI and CRO.

Do you have any specific tactics for how products are laid out, or should be highlighted, on a collection page to improve conversion rates?

It’s one thing to create specialised collections for products that you want to highlight to visitors on your site, but it’s another thing for visitors to take action and add products to the cart, and ultimately checkout. A tactic that can really increase CTRs of products is adding product tags, for example, “bestseller” or “Save X% off”. Take a look at Blueland’s collection page, as they adopt this tactic really well. Another tactic is to highlight reviews of products and make sure the top-rated products get preference at the top of the page. I’ve found this to work really well, especially on mobile. Towards the bottom, consider including ‘related products’, or even ‘related collections’. This is a good UX option to have to provide visitors with more options in case they haven’t found exactly what they’re looking for. There are naturally other specific tactics you could try, but these three, in particular, I’ve found can really help with conversion rates with clients I’ve worked with.

How easy is it to create automated collection pages?

If you use Shopify, the good news is that they’re super easy to create, and you can even create up to 5,000 of them. You can literally spin out multiple Shopify collection pages, whether small or specialised collections, in minutes. The best thing about the Shopify UX, whether you’re experienced with the CMS or not, is that it takes just a few minutes to set the conditions of the collection pages you want to create. For example, if you want to create a new collection that highlights ‘low-priced items’, then all you need to do is set the conditions to show on that particular page item less than the specified price.

Note: All these examples are publicly accessible, and I’ve been collecting them as part of my personal swipe file for my own learnings and inspiration. When I share these examples and publish them, they're available as is on the date I publish a guide. Some information, such as ads, page designs, links to resources, prices or anything I mention related across these resources may/will change, so do let me know if you can’t access a resource, or something isn’t correct. Just get in contact with me as I want to make sure things are fresh as they can be. Thanks for reading and enjoy. 😊
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