"Looking Engine" vs. "Booking Engine"

To quote Dr. Lin Humphrey in his Web Analysis video series, a website may serve more as a "looking engine" vs. a "booking engine". A looking engine is a website that's purpose is to ultimately attract consumers to brick-and-mortar locations; whereas, a booking engine is an eCommerce site that encourages consumers to purchase online.

What's the purpose of a looking engine website?

Some eCommerce sites provide a better user experience than others. Using Zara's website as an example, its functionality is extremely limited, making it a bit difficult to make online purchases. One reason for that may be that they believe customers will purchase more items if they visit a store. I have personally found this to be true!

Why you should strive for a booking engine site

Nordstrom's website is a great example of a booking engine website because it has countless features that encourage easy online purchases. You can allow your payment information to be saved for smooth transactions every time you purchase, and suggested products based on what you've been searching for make it easy to find items you'd want to buy.

Having a successful eCommerce site provides many benefits to a company. First and foremost, consumers from around the world can access your site (and at all hours). This became especially important when the COVID-19 pandemic forced stores to close. Online storefronts never closed; in fact, they became the only way to make purchases for many.

All in all, having a looking engine site can offer some benefits to a business. But, by investing in a successful eCommerce site, you're ensuring a global marketplace for your company.