An effective product range isn’t just a list of products. It’s a clear, readable, and structured architecture. A grid that allows your customers to quickly navigate and make a choice… without hesitation or frustration. To achieve this, three pillars must guide your design.
Readability: offers that can be understood at a glance
A customer doesn’t spend 10 minutes personal message works better comparing your products. They scan. If your range isn’t immediately understandable, they’ll switch off. The titles must be clear, the benefits obvious, and the differences between offers visible.
On the Canva website, there are three clear plans: “Free,” “Pro,” and “Team.” Each plan details what it contains, without jargon or clutter.
The goal: for a customer to know in 5 seconds what offer is right for them.
Progressivity: a clear increase in range (entry, core, premium)
A good product range naturally guides start engaging your audience the user towards a more complete product. You offer an entry-level offering (basic features, affordable price), a mid-range offering (the standard, your best-seller), and then a premium version (high level of service, advanced options).
Mailchimp structures its offerings along these lines—from the essentials to full automation.
This progressiveness enhances the central offer (anchoring effect), encourages smooth up-selling , and reassures the most cautious with a simple entry point.
Consistency: no cannibalization, no confounding effects
Every product must have its place. Two canada cell numbers offerings that are too similar? They cannibalize each other. Too many options? The customer no longer chooses. A good range is built with clear positioning , without gray areas.
According to a McKinsey study, 61% of customers prefer a simple and structured offering , even if it is less comprehensive. A refined range can therefore sell more than a complex catalog.
Less is more… if each product responds to a real logic of value.