Store layout and web page layout
When people enter a store, they tend to bear to the right. That's where you should put the things that you really want to sell.
How does it work on web sites? On your web site in particular? It has to be worth measuring and changing and measuring again.
Sell more software with better merchandising
The location of a product on the shelf matters. Similarly, no doubt, the location of each element on your web site matters. It's our responsibility to figure out where the "hot spots" are on our web sites, and make sure we fill those spaces with our most important messages.
Chevronning is a merchandising technique that results in additional sales. It involves placing shelves or racks at an angle, like a sergeant's stripes. Is there an online way to do something similar - to place text or images at an angle to attract attention?
People tend to walk around a bit more in a store than they do on the Internet. Perhaps scrolling and paging are the parallel to walking through the aisles in a store.
Web page layout and software sales
According to Underhill, even the tiniest changes can make a big difference in sales. So we all need to experiment with how we guide visitors when they walk through our web sites.
Shopping for software online versus brick-and-mortar shopping
In the late 1990's, when Underhill wrote this book, he believed that the Internet would never replace hands-on shopping.
He mentions the advantages of the Internet -
limitless selection of goods and services
lots of information.
Even back then, many people would go online to find what they wanted to buy, and then make the purchase from a physical store.
The author talks about the four main functions that a brick-and-mortar retailer can do online:
Promote company identification and image
Give lots of information
Sell some of the items offered in your brick-and-mortar store
Sell everything that you offer online
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