Apply the Rules You Already Know

Feature Your Best Items. Products don’t all sell the same, so don’t show them the same. Along with creating good eyeflow comes the task of ensuring that your best items (measured by dollars, margin or units, depending on your goals) are featured.

I am amazed at how many Web sites show pages and pages of items all the same size, in tiny little thumbnails. On many clothing sites, the clothes look like they might even be for dolls! When consumers search by keywords, or click on a product category, they should be presented with a page that features an item and then shows them additional, related items. Maybe you want to show the additional items smaller, but commit to something and present that to your customer—that’s what being a good merchant is all about.