Above the Fold Layout

The standard product page template lists product content below product image (blue arrows in screenshot below)–

Orvis.com_Product_Page_Layout

Template above is used by 96% of ecommerce sites.  Wisdom of crowds philosophy suggests the widespread adoption of this template is because it’s the most efficient way to display product information.  Fridgefilters.com has decided to challenge this view.  Their product content can be accessed from first line of page (blue arrows in screenshot below)–

Fridgefilters.com_Layout

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