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.
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.
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).
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:
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:
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:
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:
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.
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:
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:
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:
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):
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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.
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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):
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:
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.
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.
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.
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.
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.