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Solution

Provide in-depth information in a grid layout. Keep important items that every customer will need above the fold, such as general navigation, product thumbnails, needs-based descriptions, prices, an options pick list or a link to a configuration page, product ratings and delivery time frame, the Add to Cart action button, and links to more detailed information, even if the information is farther down on the page. Put secondary items, such as a full product description, reviews, related products, and a product comparator if possible, below the fold.

Figure F2.5. A good product description page puts the key product details—such as the description, a thumbnail, and the price—above the fold and additional information below the fold.



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