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Marketing Secrets For Web Designers by Smashing Magazine

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It Works For “You”: A User-Centric Guideline To Product Pages

By Sarah Bauer

Product pages for e-commerce websites are often rife with ambitions: recreate the brick-and-mortar shopping experience, provide users with every last drop of product information, build a brand persona, establish a seamless check-out process.

As the “strong link in any conversion1,” product pages have so much potential. We can create user-centric descriptions and layouts that are downright appropriate in their effectiveness: as Erin Kissane says2, “offering [users] precisely what they need, exactly when they need it, and in just the right form.”

Beyond that, a user-centered creation process for product pages can help brand the information as well as reduce the content clutter ...

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