Content Layout Matters

Preston Swarthout Blog Posts 4 Comments

Many marketers assume shoppers hate reading more than a sentence or two.

We believe this is fundamentally wrong.

The issue isn’t necessarily with the number of words. In many cases, it’s with how the words are laid out. If you show a product description that looks like a wall of copy, many shoppers will glance at it then continue on. Why? Because it’s formatted in a way that is overwhelming and therefore less readable.

Let’s take a look at a product page on

The current Oakley Flak 2.0 XL product page

Notice the product description. There isn’t really any structure right now—no way for the shopper to quickly find the answers to their questions. We’re willing to bet many shoppers are not reading this description. We can fix that.

The solution is simple, and we don’t even need to remove any of the copy. Take a look at our idea:

Our idea for the Oakley Flak 2.0 XL product page

As you can see, all we’ve done is split the copy into sections. Each section has a heading or subheading, which vastly improves readability and immediately lets shoppers know where the information they’re looking for is located.

Want to know how comfortable the glasses are? Now that you can see the “Unmatched in Quality and Comfort” section, you know where to find your answer.

Need prescription glasses? Look no further than the “Need Prescription Oakley Flak 2.0 XL Sungalsses?” section.

Which page do you think is easier to read? The current product page (control) or our idea?

Comments 4

  1. 100% the second option. It’s much less intimidating and dull. I wish clothing companies would do this and tell me the story behind each shirt they design.

    1. Glad you liked it, Ron.

      Ron: Why aren’t more ecommerce companies doing this?
      Rishi: I think people/companies are so busy doing things they start overlooking the small details.

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