Most shoppers enter and leave sites quickly which makes it a challenge for brands to tell their story.
We already know landing pages, content, and site design play a role in slowing shoppers but I think retailers can do a better job using their anchor products.
An anchor product is a product that does a really good job of grabbing the browser’s attention. This is not to be confused with a top seller, which grabs attention and gets purchased. An anchor product is like a great assist, it lifts the team’s performance. In Google Analytics terms, an anchor product would be a product page with a relatively low conversion rate and a relatively high $ Index.
Harry and David is famous for the distinctive way in which they cut their pears:
This ☝🏼 would be their anchor product.
But even a site like umbrellasusa.com can use an anchor product:
This article about anchor products is old. We’ve learned a lot more about the minds of online shoppers.
Why Listen to Me
My name is Rishi Rawat and I’ve been running marketing experiments for the last 13 years. Our clients have invested over $2,900,000 with us to understand shopper behavior on their sites.
eCommerce is a giant space (there are over 12 million eCom sites) and while it’s impossible for me to study each of them each week I spend at least 5 hours studying how marketers are using clever marketing tricks. Each week I note at least 3 ideas for my swipe file database. Speaking of swipe files:
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Since an anchor product is one that grabs attention wouldn’t a product that held attention also be considered an anchor product since grabbing and holding are both functions of an anchor? I am specifically thinking about the anchor products referred to by small businesses in their argument in opposition of the San Francisco ban on flavored vaping products and menthol cigarettes.Reply
Les: Since an anchor product is one that grabs attention wouldn’t a product that held attention also be considered an anchor product since grabbing and holding are both functions of an anchor?Reply
Rishi: That would be true 🙂