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The user will have certain questions at each stage of the shopping process; focus on the answers to these questions, and make them the most prominent on the page at that time. Additional useful information can be “hidden” behind a hyperlink

Optimizing Conversion Rates: It’s All About Usability | How-To | Smashing Magazine

The rule of thumbs: if a user finds a product through your internal search engine, he or she shouldn’t have to click more than twice to find essential information about the product.

Optimizing Conversion Rates: It’s All About Usability | How-To | Smashing Magazine