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Pattern Group F. Basic E-Commerce > Put Less Crucial Information below the Fold

Put Less Crucial Information below the Fold

Place secondary elements that are not crucial to customers below the fold. These elements include the following:

  • Full product description. This description will answer questions about the product's usefulness, its target buyer, and its positive characteristics. Customers are looking to fulfill a need—whether functionality, features, or style. The full product description fills in the blank for customers when they think, “I need something that can do _____.”

  • In-depth expert and customer reviews. License the content or highlight product reviews. Provide a way for customers to add ratings and content directly to your product detail page. Highlight the best products with special markings, such as “The best in the category” or “Five stars.” Ratings like “G100” are not very useful.

  • Related products and accessories. List accessories that might be useful, and show related products that complement the current product. Link directly to these products. Or if they do not require much explanation (such as batteries), creating a separate Add to Cart button will make customer purchases even simpler, provided that the customer does not lose the context of the current page.

  • Similar products with numerous features. Sometimes it is difficult to pick the right product among many. If you have many similar products, provide a means to compare and contrast. Include expert ratings, customer ratings, popularity scores, and feature-by-feature comparisons.


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