A broad shoe collection gives customers a starting point. More focused collections can help them find the style they are already looking for. For Elephantito, FORTUNE worked on that connection between search intent and the store’s product organization.
Give each collection a clear purpose.
The work organized collections around product categories such as sandals, Mary Janes, boots and booties, espadrilles, loafers and moccasins. Each page needed a distinct subject, relevant products and a clear place in the wider store.
Connect the page and the search.
Titles, descriptions, headings and internal links were developed around the relevant collection. Supporting articles linked readers to useful product destinations rather than sending every visitor to the same broad category.
The recorded comparison
Comparing March–May 2025 with March–May 2024, collection-page clicks increased from 4.08K to 5.34K, approximately 31%. Impressions increased from 532K to 852K, approximately 60%.
These are year-over-year Search Console comparisons. They do not establish that all growth came from one change or occurred within three months of launch.
Build around the way customers browse.
Collection-page work brings product organization, search content and navigation together. The useful question is whether a customer can move from a specific search to a relevant selection, with enough information to continue shopping.
Discuss your store’s search priorities