Anchor product

Rishi Rawat Blog 3 Comments

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:

Comments 3

  1. 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.

  2. Post
    Author

    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 🙂

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