Hi @Bernie_Martin
This is an interesting question. It's Richard Nguyen here, I'm a Conversion Rate Optimization expert at PageFly, a free landing page builder. Over the last five years, I've devoted my time developing solutions to help over 100,000 online retailers improve their conversion rates.
The first issue I can spot with having multiple products instead of 1 products with multiple variations is that:
- The product lists can become cluttered with variations of products, overwhelming visitors and making it harder for them to get an overview of the product range.
- And secondly, many users will struggle to find a particular variation of a product if the variations are spread throughout the product list.
As a result of these two concerns, if visitors are unable to locate their desired version, some will assume that the site does not provide what they require and will seek it elsewhere.
Furthermore, buyers will have to spend more time scrolling through list items in order to identify unique products than if variants were integrated in one list item. And if the variations don't come one after the other, they'll have to figure out which products are different from the ones they've already seen as they scroll through the list.
If there are separate list items for product variations, the clutter problem is exacerbated on mobile devices.
When working on a single product with many variants, keep in mind the number of variations, which should be clearly mentioned in the thumbnail or list item info. Visitors won't be able to make an informed decision about whether or not to visit the product information page to learn more if they don't know how many varieties the product has. A t-shirt with 20 color options, for example, is likely to be more appealing than one with only three options since it is more likely that an appropriate color will be available.
Combining variations in product list items eliminates many of the problems that customers encounter when using separate list items for variations. When product variations are integrated, product lists only feature unique products, making it easier for consumers to gain a better overview of the products and making it less likely for them to overlook a variation that would meet their needs.
That should be all 🙂
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