What is Conversion Rate Optimisation (CRO)?
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What is Merchandising?
Common Techniques – What CRO learnt from Merchandising
I’m sure that you know how many websites use tracking systems that record everything you do on the site. They study your behaviour with heatmaps to understand how you scroll the page, what areas you look at, where you click, etc. What happens in stores? Exactly the same. Don’t you think that security cameras are just there to scare thieves, they are also there to track where you go, what products you pick up and what areas of the store you ignore. Analyse, learn and test!
No all merchandising works in CRO
One cool technique in merchandising used in many stores is the use of cold and warm areas. Warm areas are those ones where there is a lot of traffic (the area next to the entrance, checkout area, milk area). One of the goals of a merchandiser is to keep clients in store for as long as possible to they pick up products that they didn’t intended to buy in the same place. With this aim, some stores change the usual location of basics products like bread and milk so that clients need to search for them and walk longer which increases the likelihood of dropping additional products into the trolley.
Replicating this online would mean changing menus and checkout process which would definitely get users frustrated and eventually would end up leaving the site. The users online have many options and it would take them less than 3 seconds to “jump” from one store to another one.
Offline Vs Online
As a digital marketer I believe that online advertising techniques are a very powerful way to market your products due to the granularity of the data which helps you understand what works and what doesn’t, however I always keep in mind the traditional marketing principles that are the foundation to digital marketing.
Image with credit to Wendy via Flickr