#52) Have two versions of product descriptions: Summary and Detailed

That way, shoppers can quickly get the essence of what the product is about, and read more if they want to.
I’d recommend:
  • breaking down the detailed product information into sections if it is long
  • putting product specs into a separate section, in table format (see best practices #75, #76, #77, #78)
I like how IKEA has done it, with a Read More link that scrolls the page down to the extended Product Description section.
From memory, I haven’t seen that Read More link very often at all. For example, Amazon doesn’t have it. I think it would be something good for you to test.

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