Most shoppers click in and out of search results quickly, making it a challenge for the e-tailer 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 grabbing the browser’s attention. This is not to be confused with a top seller, which both 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 that has a relatively low conversion rate with 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:
Anchor switch
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.
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?
Rishi: That would be true 🙂