Sell More Via the Web

2. The product hierarchy included “Sale Specials” as a product category. As a result, once a certain dress or top was placed in the sale area, it no longer showed up under the women’s category. Users expected to find sale items alongside the other dresses, and thus couldn’t find them.

3. The product page displayed a grid of color swatches below the large item image. When there were more than three color options, the grid pushed the copy block, the price and availability below the fold on a standard browser.