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  • #168: Showing collections increased clicks 15% on the homepage.

#168: Showing collections increased clicks 15% on the homepage.

The design change that created faster paths to product.

August 13, 2025

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No. 168: Hey all,

Before we get started, tomorrow I’m going live to show you our proven system for increasing your product page conversion rates by using heatmapping software.

Join us and we’ll even review your site in real time.

Back to today’s takeaway… Your homepage should steer shoppers in the right direction. If you have a large catalog, don’t lead with products.

Lead with curated entry points.

First-time visitors need a way in. Not a wall of options.

Here’s how to guide them to the right product faster.

In less than 2 minutes, you’ll get:

Read time: 2 minutes

📅 LIVE TRAINING:

Increase Product Page Conversions: ​

How to find 3 easy conversion wins from your heatmaps on day one

Learn our proven system for increasing your product page conversion rates by using heatmapping software.

Join us LIVE tomorrow Thursday, August 14th at 10am PT (1pm ET) for a FREE training.

​In this live training, we'll show you:

  • ​​3 wins you can implement today to increase conversions

  • How to read your product page heatmap report to find revenue opportunities ​

  • The product page layout converting the highest for 8 and 9 figure brands

  • Real brand case studies from CPG, apparel, luxury, home goods, and more

  • ​Live teardowns of top-performing product pages in your industry

Then, ask all your questions LIVE with Blue Stout experts.

Can’t make it? No worries. We'll share the recording with all who sign up.

🎯 WEEKLY INSIGHT

For brands with deep catalogs, start with curated entry points (like a slider of top-performing collections) to give context and direction.

Before you show off your products, guide with curated entry points.

Here’s what we tested for a wellness CPG brand with hundreds of SKUs:

  • Desktop: Horizontal category entry points under the hero

  • Mobile: Same categories directly under the navigation

Each clickable collection featured high-performers (like “Top Sellers” and “Samples and Gifts”) not individual products.

This works well for brands with extensive catalogs. Buyers can filter the catalog based on their preferences, such as benefits, product types, or use cases, first.

The result was a 6% lift in overall conversions and 15% more mobile collection clicks.

Large catalogs can overwhelm. Small mobile screens make it worse.

Leading with structure reduces friction and shortens the path to product pages.

Entry points, like high-level collections, increase conversions by narrowing a broad lens of products.

Showing different collections gives visitors a quick glance to understand the scope of products your brand sells.

Especially vital when they’re at the top of the page.

⭐ Takeaway: For large catalogs, don’t open with products. Open with collections. Give shoppers a way to self-direct with easy-to-spot high-level collections on the homepage.

🕙 WHAT’S BREWING

This homepage redesign increased average revenue per user (ARPU) by 13%.

📣 IN CASE YOU MISSED IT

Most brands overlook these opportunities.

Why clear info beats a sleek design.

🗞️ NEWS HIGHLIGHT

👀 FROM LAST WEEK

#167: Custom landing page lifts conversions 54% for this jewelry brand.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen