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E-commerce tree: structure your product catalog

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June 11, 2025
9 min
Product Information Management

E-commerce site tree structure : the backbone of your performance

A bad tree structure is like a store with no departments or signs: The user gets lost, Natural referencing is stagnating, and The conversion rate is collapsing.

Imagine yourself in a store where nothing is organized, where finding a product is an obstacle course. This is exactly what happens online when the structure of a site is poorly thought out.

However, the product catalog structure is too often neglected or improvised without a rigorous method.

However, an optimized tree structure is crucial : it makes it easier for users to navigate, improves SEO (natural referencing), and maximizes conversions by making the experience fluid and logical. Without a clear structure, your efforts to attract visitors may be in vain.

In this guide proposed by SolidPepper, find out how to:

  • Understand the fundamentals of an efficient tree structure.
  • Build a clear and intuitive structure, based on product data.
  • Optimize your tree structure thanks to a powerful tool such as a PIM (Product Information Management) such as SolidPepper.

You will also learn to avoid the classic pitfalls that weigh down the results, to create an optimized e-commerce navigation, and to boost your performance across all of your channels.

A well-thought-out tree structure is the key to turning your visitors into satisfied customers. It is time to set up a structure that really works in your favor!

Understanding the e-commerce site tree

Definition

The tree structure is The mind map of your online store. It structures the categories, sub-categories and product sheets according to a logic designed to The user, for The SEO, but also for the management of your catalog. Imagine it as The map of a hypermarket : each department (category) and each product must be In the right place, visible At the right time.

We generally distinguish three types of trees :

  • UX (user experience) : Think about Shortest path to the product you are looking for.
  • SEO : Optimized prioritization for SEO, with a clear semantic structure.
  • Functional : Adapted to the internal organization, so that marketing, IT or logistics manage the catalog effectively.

This structure is strategic. It conditions optimized e-commerce navigation, SEO performance and the ability of your teams to manage the offer.

The challenges of a good product catalog structure

For the user

One intuitive tree structure simplifies navigation, making it easy to locate products and compare them quickly. Result: more time spent on the site, less frustration and more purchases. A seamless user experience builds loyalty and keeps coming back.

For SEO

One well-structured internal networking reduces the depth of the pages (fewer clicks required to access product sheets), thus increasing their visibility on Google. It also reinforces the semantic relevance of categories, improving their ranking in search results. A clear tree structure guarantees a fast and efficient indexing, offering a better global positioning of the site.

For internal teams

One logical structure makes daily work much easier:

  • Marketing : optimized segmentation for more targeted and efficient commercial campaigns.
  • IT : smooth management of flows and technical updates, reducing the risk of errors.
  • Logistics : classifications adapted for better stock management and more efficient order preparation.

In short, a well-thought-out tree structure benefits all departments, improving coordination and productivity.

Common mistakes in the e-commerce tree

  • Tree structure that is too deep or superficial: no labyrinth, no chaos!

A tree structure that is too deep requires the user to multiply clicks to reach the information they are looking for, which can lead to Frustration and abandonment. On the other hand, a tree structure that is too superficial creates the effect of mayhem where too many options are offered at the same time, making navigation Confused. The objective is to find the The right balance : a structure clear, intuitive and focused towards a smooth user journey.

  • Fuzzy or redundant categories that lose the user and dilute SEO.

When the categories lack clarity or overlap, this not only upsets visitors, but also search engines. A user who Does not understand where to find information will look elsewhere, and a misdirected search engine risks Incorrectly index your pages, thus reducing your visibility. One regular audit of the categories makes it possible to guarantee their relevance and consistency.

  • Mix between marketing logic and technique without alignment: scattered efforts, inconsistencies in the customer journey.

Marketing and technical teams sometimes pursue distinct goals, leading to decisions that do not line up. For example, a page optimized for SEO may not meet user expectations in terms of content or design, creating a customer journey slurred. One close collaboration between these teams is essential for unifying efforts and maximizing global impact.

  • Lack of evolution: never adapt the structure to performance data or to new uses.

A website frozen in time quickly becomes outdated. User habits are changing, as are browsing expectations or technology trends. Ignore the performance data, such as click rates or internal searches, is the same as missing out onopportunities for improvement. One regular analysis allows the structure to be adjusted to meet current needs and remain competitive.

Tip: Regularly analyze your Click-through rate, the internal research And the Browsing aborts. These indicators will give you valuable leads to identify problems in your structure and provide them with effective corrections. An optimization continues Is the key to a successful user experience And of a better positioning on search engines.

SolidPepper PIM: pillar of the structure of your product catalog

One Product Information Management (PIM) Such as SolidPeppeR centralizes and enriches your product data To build a solid tree.

The strengths:

  • Centralization of information : no more duplicates, no more errors.
  • Creating families, ranges, and logical attributes to easily prioritize.
  • Soft tree adapted to each channel (site, marketplace, mobile, print), each market or language.
  • Automatic sync on all your devices: sites, marketplaces, PDF catalogs.

Concrete example:

One construction equipment distributor Review all sound Product tree with SolidPepper :

  • -32% bounce rate
  • +48% success in internal research

The centralized control And the omnichannel consistency are finally becoming accessible!

Methodology for building an efficient e-commerce tree

1. Audit your product data

Start by taking a complete inventory of the information that is already available on your products. Identify duplicates, outdated information, and gaps that could hinder understanding or navigation. A thorough audit is essential to lay a solid foundation.

2. Study customer requests

Analyze data related to your customers' requests to better understand their expectations. This includes:

  • The SEO : Study search volumes, key keywords, and related phrases to align your content with market expectations.
  • Internal research : Analyze the terms used by your customers on your own site to identify possible needs that are not covered.

This step makes it possible to create a structure that is truly centered on the user.

3. Create logical families and categories

Organize your products according to relevant criteria such as their use, their target audience or their main characteristics. The aim is to simplify navigation for your users while keeping a clear logic. Limit the tree structure to a maximum of 2 or 3 levels in order to avoid overly complex structures that could frustrate your visitors.

4. Validate the tree

Before deploying your plan, test it carefully:

  • Realize user tests to verify that the structure is intuitive.
  • Proceed to semantic analysis to align your categories with the language of the users.
  • Ensure a technical validation to ensure that the tree works well in your systems.

This feedback will allow you to adjust your structure before it is launched.

5. Deploy in the PIM and test the navigation

Integrate your tree into your system PIM (Product Information Management) and test its effectiveness. Verify that the user experience remains smooth, as well as Desktop What on tremblant. Analyze the customer feedback And the performances, then adjust continuously to optimize navigation. One iterative approach guarantees an experience that is always improved.

Tree structure and omnichannel: consistency, always

Omnichannel requires a strong and unified identity, regardless of the medium. Whether in pos, on a Marketplace site, in a PDF catalog or on a POS, optimized e-commerce navigation must remain faithful to the original structure.

The PIM plays a key role here:

  • A unique base for all your trees (site, print, marketplace, mobile...);
  • Automatic updates ;
  • One seamless experience for your customers, wherever they buy.

Concrete application:

  • Print : product catalogs, thematic brochures.
  • Marketplace : adaptation of the tree structure to each platform.
  • Physical store : digital-inspired signage and organization to guide customers.

Take action: structure your e-commerce performance

A well-thought-out tree structure cannot be seen, but it can be felt: a clear path, better conversion rates, boosted SEO, more effective teams. It is the backbone of your commercial performance.

With a PIM like SolidPepper, you benefit from a reliable tool to align your data, orchestrate your navigation and accelerate your e-commerce growth.
Ready to optimize your product content? Learn how PIM can transform your business. Contact an expert today!

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