The Consumer journey on an ecommerce app (Home->CLP->PLP->PDP->Cart)

We all read about marketing or consumer journey funnels in school. Ecommerce apps too have a unique consumer journey from clicking the app and entering the home page to category listing page to product listing page to product detail page and then the cart.

In today’s world of progressive web apps (link) there is no guarantee that the consumer will journey through the above funnel as they might be linked from a newsfeed or a target advertisement and practically the consumer journey can start on any page. However, for most direct traffic, the journey traverses as Home -> CLP -> PLP -> PDP -> Cart. For some of the apps, these pages could be mixed, say the Home Page itself might be the category page.

Home Page

An e-commerce home page shows various key promotions and a clear structure of the various categories you want the consumer to access immediately, the search bar and the menu structure. It is very crucial for the app to be very discoverable to the users.


Category Listing Page (CLP)

The category listing page shows the sub-categories/sub-segments within the category in terms of genres, pricing, sub-categories, specifications, etc. It doesn’t showcase any products and will make you feel that you are one step closer to the purchase and one step away from the purchase. Below pictures are examples of two category pages, apparel on left and mobiles on right.










Product Listing Page (PLP)

This is a page that shows all the products listed within a certain category or sub-category. It is different from a CLP as it showcases all the products in a list and not categories.


Product Detail Page 

Product detail page is a page that offers complete detailed description of the chosen product along with an option to purchase the product (called buy-box button).


And then the checkout flow…