Skip to content
RA — Rohit Agnihotri, home
Resume ↓

Discovery · Techjockey · Shipped · 4 min read

Category, product & compare pages, rebuilt as one journey

How do you help B2B software buyers decide faster when they move between category, product and compare pages that all behave differently?

I led the revamp of the three pages where buyers decide (category, product and compare pages) as one connected journey: decision-driving information first, rules that hide empty modules instead of padding them, standardised features shared across pages and one clear lead CTA in each context. Organic conversion rose from 2% to 4.5% and inorganic from 6% to 12%. Each of these pages, and the home page that leads into them, has a case of its own.

At a glance

Organic conversion
2% → 4.5%
Inorganic conversion
6% → 12%
Decision surfaces revamped
3
Role
Product Manager · User pod lead
Context
Shipped at Techjockey
Format
Product specs · desktop + mobile web
Stack
GA4 · Hotjar · Microsoft Clarity · Figma · Zeplin · Jira

The problem

On Techjockey, buyers make up their minds on three page types: Category (what are my options?), Product (is this the one?) and Compare (this one or that one?). Each had grown on its own, with different layouts, CTAs and feature lists. So moving between them meant re-learning the page at exactly the moment a buyer was deciding. Organic conversion sat at 2%.

How I made the call

Six stages, from three disconnected pages to the result and what came next. The schematics are illustrative; every number on them is real.

  1. Side by side, the three pages disagreed with each other: different layouts, different CTAs, and feature lists written in each vendor's own wording. Compare even offered Buy Now and Call Expert next to each other. A buyer moving from one page to the next had to re-learn it at exactly the moment they were deciding, and organic conversion sat at 2%.

    Evidence

    Schematic
    Where buyers make up their mindsOrganic conversion 2%

    • CategoryWhat are my options?

    • Product detailIs this the one?

    • CompareThis one or that one?

    Layouts
    Each page had grown on its own.
    CTAs
    Different on every page. Compare offered Buy Now and Call Expert side by side.
    Feature lists
    Written in each vendor's own wording, so products didn't line up.

    Page drawings are illustrative, not screenshots.

  2. Buyers move between all three pages while they decide, so I treated them as one journey. The information that drives a purchase goes first, and the same thing looks and behaves the same everywhere: the same sticky section bar, the same feature list, the same lead CTAs.

    Insight

    Schematic
    1. 01

      Category

      “What are my options?”

    2. 02

      Product detail

      “Is this the one?”

    3. 03

      Compare

      “This one or that one?”

    • The same sticky section baron all three
    • The same feature liston all three
    • The same lead CTAson all three

    One decision journey, not three templates

    The information that drives a purchase goes first.

  3. Each call traded a fuller-looking page for a clearer one: modules only when there's data behind them, a market segment worked out from reviews, sponsored products kept apart, and one lead CTA where Compare had two.

    Options & trade-offs

    • Pad thin pages with whatever's there?

      Hide, don't fill.

      Modules, filters and rows show only with real data behind them.

    • Show a Prices row on Compare?

      Market segment, from reviews.

      "Who is this for?" is answered by who reviewed it.

    • Mix sponsored products into the listing?

      Their own, labelled module.

      Paid visibility stays apart from the organic listing.

    • Buy Now and Call Expert on Compare?

      One lead CTA per context.

      Get Free Demo for software, Get Free Call for hardware.

  4. The new category template serves seven listing page types, with the buyer's guide in the first fold, a sticky tab bar and curated modules. PDP 3.0 reuses the category page's sticky menu. Compare 2.0 suggests alternatives and ends in one lead CTA. A standard feature list per category runs through all three.

    Decision

    From the spec

    Shared by all three: a standard feature list per category, the sticky bar, the lead CTAs

    • CategoryTemplate for 7 listing page types

      • Buyer's Guide CTA up front
      • Sticky tab bar
      • Curated modules
      • Filters in one pop-up
      • Sort options 7 → 3

    • Product detailPDP 3.0

      • Cover video
      • Awards & downloads
      • Q&A
      • Category's sticky menu, reused

    • CompareCompare 2.0

      • Alternatives suggested
      • Market segment
      • Up to 2 price plans
      • Download → lead
      • One CTA: demo or call

  5. Organic conversion rose from 2% to 4.5% and inorganic conversion from 6% to 12%, across the category, product and compare pages revamped as one journey.

    Result

    To scale

    2% → 4.5%organic conversion

    Organic conversion

    Before
    2%
    After
    4.5%

    Inorganic conversion

    Before
    6%
    After
    12%
    Decision surfaces, revamped as one journey
    3

  6. Compare 3.0 was specced with an editorial overview, an integrations field shared with product pages and one recommendation score across text and video reviews. The latest product-page spec adds an AI-written summary and alternatives by business size, each shown only when there's enough data behind it.

    What came next

    From the spec

    AI product summary

    • Description
    • Features
    • Specifications
    • Missing: Integrations

    Shown only when there's enough to summariseWritten only from the product's own data

    Alternatives by business size

    • Small

    • Medium

    • Enterprise

    Shown only when every group has enough products to compare.

    Still: hide, don't fill

What changed, surface by surface

What the specs defined for each surface. All were written for desktop and mobile web, with U2L (user-to-lead conversion) and engagement as the objectives.

  1. Category page

    Rebuilt the template behind category pages and six related listing pages (alternatives, search results, industry, department, work-from-home, free). The first fold is a short category intro and a "Read Buyer's Guide" CTA. Tabs (All Products, Videos, FAQs, Buyer's Guide) turn into a sticky bar on scroll, adding Back to top, Filters, Search and Login. Filters moved into one pop-up, "Most Popular" became the default sort, and the sort-by menu was cut from seven options to three.

  2. Curated modules

    Popular Choice (sponsored), Top Selling, Trusted Seller and Easy to Use modules sit above the full listing, each shown only when it has enough to show, and merged or hidden when it doesn't.

  3. Product detail page

    PDP 3.0 brought in a background cover video, an awards and downloads module, and Q&A on the page. The product page also reused the category page's sticky section-and-CTA menu, so the two pages navigate the same way.

  4. Standardised features

    Each category got a standard feature list grouped into sections. A product ticks the standard features it supports, and any extra feature can still be added. Products in a category can then be described like-for-like instead of in each vendor's own wording, which is what makes them comparable.

  5. Compare page

    Compare 2.0 suggests the first product's alternatives when adding a second or third, and lines products up on ratings and reviews, platforms, recommendation score, who each product suits, the main price plans, and ticks for Techjockey Verified, Free Trial and Lifetime Plan.

  6. Lead capture on Compare

    Added a "Download comparison" option that captures a lead. Replaced Buy Now and Call Expert with one clear CTA: Get Free Demo for software, Get Free Call for hardware.

Key decisions in full

What each decision does in the specs, and why it was made.

  1. Hide, don't fill

    Content rules
    • Modules, filters and comparison rows show only when there's real data behind them. A field one product lacks is marked as not available, and a row no product has is hidden.
    Impact
    A thin category page looks shorter, not broken, and buyers aren't shown empty shelves.

  2. Market segment from reviews

    Compare
    • Compare's "Prices" row gave way to a market segment based on who actually reviews each product, not on the vendor's own description. The main price plans are still shown.
    Impact
    "Who is this for?" is answered by who actually reviewed it.

  3. Sponsored, kept apart

    Monetisation
    • Paid products get their own, labelled Popular Choice module, hidden when there are no sponsors.
    Impact
    Paid visibility stays separate from the organic listing instead of quietly reshuffling it.

  4. One CTA per context

    Conversion
    • On Compare, the competing Buy Now and Call Expert buttons gave way to a single lead CTA that matches the product type (demo for software, call for hardware).
    Impact
    A buyer weighing two products gets one obvious next step.

  5. Reuse components across pages

    Consistency
    • The product page's sticky header and section menu reuse the category page's component, and the standard feature model was designed for product and compare pages alike.
    Impact
    Buyers moving between pages meet the same navigation and the same feature vocabulary.

Want to talk through this?

Email me →Resume ↓