Order Starters Generate Incremental Demand
In many order entry systems, the first item the customer wanted to purchase is listed first, followed by the second item, third item, and so on.
Sit down with your business intelligence team, and ask them to rankorder the items in your catalog [website] based on where they appear in an order.
The report should be sorted from the lowest average position -- "orderstarters" -- to the highest average position-- "add-ons".
Focus your efforts on merchandising the first twenty pages of your catalog [the home page and top-level prodcat pages] with order starters.
Kevin Hillstrom is really smart, and his new e-book is excellent. Hadn't before considered analyzing merch purchased by position on the invoice. Clever. And that's just one of Kevin's 59 tips.
Link: Hillstrom's Multichannel Secrets, PDF or paper, over at Lulu.com