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Pattern Group G. Advanced E-Commerce > Cordon Off and Minimize the Screen Real ...

Cordon Off and Minimize the Screen Real Estate Devoted to Related Products

Customers must be able to differentiate between related products and current products. A visual distinction that puts the related products to the side, or in a special area, helps when people scan the page. Set off the related products in separate CONTENT MODULES (D2), each with its own title showing how the products are related. The titles give customers a quick way to scan the boxes and items. Provide a brief description or picture to help customers identify the value of the items.

At the same time, be sure to minimize the amount of screen space used to advertise related products. In physical stores, customers appreciate salespeople who graciously provide help in finding a product. But salespeople can cross a line when their suggestions become too pushy and annoy customers. You can cross the same line online. The graphics and text promoting related products can make the page look too busy and distract customers from reading about the main product. Make sure that more space is devoted to the main product than to related products. Keep the main product in the center of the screen, and push related products to the bottom or to the side.


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