JILL ABRAHAMS
E-COMMERCE STRATEGY
PREPARED FOR
Make an unfamiliar category easier to shop.
A first-time customer may be intrigued by Mother Shrub without really knowing how to shop for a drinking vinegar. Starting with flavors they already know and like could give them an easier way in.
ON YOUR HOMEPAGE TODAY
The homepage presents a range of bottles, but leaves shoppers to figure out the differences. Names offer clues; simple flavor groupings could help them narrow the range before opening product pages.
ONE IDEA TO EXPLORE
For someone who has never bought a shrub, “Which bottle should I try?” can be surprisingly hard to answer. Flavor groupings give them something they already understand—what they like—and use that to guide them toward something new.
START SMALL
Test five flavor cards above Current Favorites, each linking to matching bottles.
WHY IT COULD HELP
A familiar preference gives shoppers a place to start—and fewer bottles to compare.
Do shoppers ask which flavor to try first—or what the different bottles taste like?
I’d love to hear your perspective. Reply to my email or reach me at jillabrahams@gmail.com.
E-commerce strategy