If you've ever been shopping for something as general as a "wedding gift" you know how hard it can be to find the right item. Everything is relative, but not all things relate. How do you compare a toaster to an iron? Relative to an iron, my toaster does a terrible job removing wrinkles.
As humans we need to be able to grade things. But in order to grade something and figure out which one is best, you have to be able to relate it to something else. Product pages with a variety of items make it hard to compare items and make a decision.
No matter what industry you're in, find a way to narrow your offerings (on any given page) so you're not asking your visitors to compare toasters and irons.
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