Everything you need to know before starting your online catalog

In today’s digital age, creating a catalog is more than just listing products—it’s about making it an experience that captivates and engages your audience. Whether you’re starting an online catalog from scratch or transitioning from a traditional format, digital catalogs have transformed how brands and retailers showcase their products by combining the visual appeal of traditional catalogs with interactive features.

A digital catalog not only presents your products professionally but also drives customer interaction and boosts sales. However, if you want to start an online catalog or to make the most of your current one, there are a few steps you need to take, before the design and promotion process. I will walk you through all you need to know in order to create a compelling digital catalog that stands out in the competitive marketplace.

You can easily attract the attention of your target audience with digital catalogs suitable with your business identity. So, here are some things you should pay attention to when you start preparing to create an online catalog. 

Checklist for starting an online catalog

1. Define your goals

Just as you start any marketing campaign, setting clear goals is very important, same goes for your digital catalog’s success. Whether your aim is to boost sales, grow your customer base, improve brand awareness, or improve the overall shopping experience, it’s essential to set clear objectives. 

If you’ve been working with printed catalogs until now, it’s time to consider how you can improve your results by switching to a digital format. This transition can sound overwhelming at first, but it’s actually a straightforward process that can significantly improve your efforts to help you achieve your business objectives.

For example, do you want to increase the number of orders or reach more potential customers? A digital catalog allows you to do this much more efficiently. You can distribute the digital catalog instantly with a link or through email to a large number of customers, without printing and shipping costs. Also it can help you simplify the selling processes by receiving orders in one place with the help of shopping features. 

2. Understand your audience

To create an effective digital catalog, you need to know exactly who you’re selling to. After setting your goals, ask yourself: Who are your customers and what are they interested in? 

To identify your target audience, start by researching demographics, interests, and shopping behaviors. This information will allow you to create buyer personas—detailed profiles of your ideal customers. These personas will help structure your catalog and shape your messaging. With a digital catalog , you can easily track metrics such as how many people viewed it, how much time they spent engaging with it and which products interested them the most, helping you get to know them better. 

Based on your customer needs, consider what interactive elements you can add to your catalog to make your products stand out. Would product videos be helpful? Are they looking for detailed product information, or do they prefer a clean, straightforward layout? 

To optimize your catalog’s performance, consider running experiments. For example, you could do an A/B test with your product descriptions. Create two versions of your catalog: in version A, use brief, concise product descriptions focusing on key features. In version B, provide more detailed descriptions that tell a story about each product’s benefits. 

Share both versions with different segments of your audience and track which one generates more engagement or leads to more sales. By testing different approaches like this, you can refine your catalog strategy, improve customer engagement, and ultimately boost your sales. Remember, the key is to stay curious and adaptable, always looking for ways to better serve your audience and speak in their own language through your digital catalog.

3. Segment your audience 

To effectively reach your different target audiences, segmenting them allows you to customize your catalog to meet each group’s unique needs and preferences. Instead of using broad generational classifications or making general assumptions, focus on your specific clients, and you’ll see how diverse catalogs can be when tailored to different products and markets.

For instance, Electrolux, which produces a wide range of household and professional appliances, they started creating multiple online catalog versions tailored to different European markets. They don’t use the same catalog for multiple markets. Instead, they adapt the content and language to suit the audience and cultural context. This includes not only translating the catalog but also adjusting the product offerings, promotional strategies, and visual elements to align with regional preferences and expectations.

Similarly, Melissa & Doug, a children’s toy manufacturer, have a diverse customer base, including large retailers and specialty shops. They create detailed digital catalogs that show all their different toys, adapting the content to different sales channels. For example, a catalog aimed at specialty toy stores might emphasize the educational and developmental aspects of their toys, while one for larger retailers might focus on bulk purchasing options and promotional bundles. 

In another example, Chez Pluie, a boutique for French Country antiques, they have unique products for a specific market. They segment their audience by focusing on different themes and collections within their catalogs. For example, a catalog showcasing rustic kitchenware might be targeted at customers interested in home decor, while another focusing on rare antique furniture might appeal to collectors and interior designers.

With this in mind you can conduct a thorough analysis to pinpoint who your potential audience segments are.

The goal of this, it’s not about targeting all the groups, but rather about focusing your efforts where they’ll have the most impact. I will be an important step when starting to create an online catalog to the specific needs and preferences, and adding interactive elements that give the products a charm to it, it can help you build a deeper connection with your audience.

4. Gather catalog assets 

Having what you need ready before you start creating an online catalog can simplify your process, reduce errors, and minimize revisions.

Here’s what you need to focus on:

• Product descriptions

Keep them short and concise, to maintain reader interest. Set a character limit (e.g., 300 characters) and stick to it and rather than listing products, explain how the product makes the customer’s life, business, or status better. 

• Technical details

Present information in an easily digestible format. Be sure to include the product name, price, product code, and important specifications. To help users navigate the catalog more easily, group products logically by specifics, details, collections, and so on.

• Visual elements

You can display your products in realistic settings to help customers envision their use and include high-resolution photos to present them attractively. Remember, images speak louder than words. If possible, demonstrate product use with a GIF or video. Everything that helps your readers understand your products with a minimum effort is welcome.

In case your catalog needs updates regularly for products or prices, it would normally take a lot of time for these updates to be made to your printed or PDF offering. However, with a tool like Flipsnack you can import your product data directly from formats such as CSV, Excel, or other spreadsheets. This capability helps you to quickly update your entire catalog with the latest information. Instead of manually editing each product you add, you can automatically populate your catalog with the updated details, saving you significant time and effort.

Best practices for design and layout creation for starting an online catalog

Before you begin designing your catalog, you should have an idea on how you want to look and what to add in there. Here is some key pages that almost every catalog has:

• Front and back cover
• Table of contents
• Main pages with products (focus on catalog’s layout)
• Introduction and final pages (optional)

1. Front and back cover

Your catalog’s front and back covers serve as powerful first impressions and a lasting reminder. They should captivate attention and show your brand essence. A great image, compelling headline, and your company’s visual identity (logo, color scheme, and branding elements) to make your readers turn the cover page – and start reading.

2. Table of contents

A well-structured table of contents serves as a clear roadmap, guiding readers through your catalog efficiently. Include key sections such as an introduction, brand story, product category, special offers, ordering instructions, customer testimonials, FAQs, and contact information. Make sure each section is linked to its corresponding page, allowing readers to go directly to the information that interests them most. 

3. Main pages with products (catalog’s layout)

This is where everything we have talked about above comes together, you have to make sure you create a catalog’s layout and can guide and offer what your audience wants and it’s looking for. Consider your audience’s priorities: Is the product image important? Make it a pop-up. Are detailed descriptions key? Bring attention to the text by using product tags or captions. Is comparison between products important? You can incorporate easy-to-read tables.

You can come up with a few different layouts, based on the research you made for your audience and test out which one works better for your audience. 

4. Supplementary pages (optional) 

While not always necessary, introductory and concluding pages can add value by sharing your company’s story and build trust or offer other relevant information (contact, FAQ, how to order, etc.) 

Ask for feedback from the stakeholders 

Before sharing your online catalog with your target audience, involve stakeholders in the creation process to ensure it meets business objectives and customer expectations. You can use the collaboration feature in Flipsnack to streamline  this process. Create a dedicated workspace for your catalog project, inviting team members from sales, marketing, and customer service departments. Use it to leave notes and comments directly on the catalog, gathering diverse perspectives on design, content, and usability. This collaborative approach allows real-time feedback and saves time.

Budget and resources for creating an online catalog

To start an online catalog requires planning of your budget and resources, as well. Since catalogs are different from one other, it’s unlikely to find two that are exactly the same. This means there isn’t a single formula to determine the costs of creating and producing a catalog, depending on what you want. 

Here are some examples of costs to consider: 

Designing costs: all of the planning, organization, strategy, art direction, design and layout, copywriting, photography, illustration, page production, and pre-press. The bigger and more complicated the catalog – the higher these costs will be.

Printing costs: if you choose to print, this cost is affected by various aspects such as: format and size, special requests, etc. 

When planning your product catalog, consider the advantages of going digital with your catalog. Because digital catalogs offer flexibility, cost-effectiveness, and reach more customers compared to print. They’re easily updatable, and you don’t have to wait or change the catalog every time you have a new collection or you need to update the price. 

Publish and promote

Once your digital catalog is ready, it’s time to get it in front of your target audience. Understanding who your audience is and where they spend their time online is important for an effective promotion. You can share your digital catalog via email newsletter to your subscribers when announcing a new collection with a direct link to your online catalog. 

Or another example of promoting your digital catalog, could be sharing it on social media platforms, where your target audience is active. For instance, if your audience frequently uses Instagram, you can post engaging images from the catalog and include a link to the full catalog in your bio or stories. You can also run targeted ads on platforms like Facebook or LinkedIn, directing users to your catalog, depending on your audience’s preferences.

FAQs

Conclusion

To create a great online catalog, start by researching catalogs from various industries, not just your own. Draw inspiration from these examples and pick the best ideas. Remember, a catalog is a way that guides your customers, shares your brand’s story, and ultimately drives sales.

Through this process, always keep your customers in mind. Consider who they are, what they need to know, and how you can improve their shopping experience. By answering these questions, you’ll create a powerful tool that benefits your business.

Now it’s time to put these insights into action. Start planning your catalog today and watch it become a part of your marketing strategy!