The prominence of informative information on product pages

Question

So the question is: is it better to keep the main target of a product page such as selecting a size, colour etc and 'Buy Now' button in view and dropping other information such as returns policy, product description, delivery info, product reviews etc below/out the way of the main actionable/important elements?

So reason I ask a question which seems like an easy answer is mixing the two types of content together can over crowd the main objectives of a page and distract the user into viewing the full returns policy (on a separate page) but then on the other hand this type of information could install trust and back up the sale/action.

Example page: www.costumecrowd.co.uk/1960s-cnd-costume~39438

Thanks

Answer 1

I think you should aim to create something prototypical to similar successful e-commerce sites. Take a look at the information displayed on their product pages and make notes or a data set on the elements displayed and where they are generally displayed. This doesn't mean that you have to make something boring -- instead you're looking to build an interface that people are already familiar with and don't have too learn.

Hope this helps!

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