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Shop Builder Step-by-step

  • Overview
  • 1. Create a new shop
  • 2. Products and categories
  • 3. Product images and assets
  • 4. Appearance and navigation
  • 5. Landing page
  • 6. Product labels
  • 7. Offering swaps
  • 8. Previewing the shop


Shop Builder is a powerful tool that makes conducting research into shopping and consumer behaviour easy to implement. The best way to get started with the Shop Builder is to build a real task. This guide will walk you through the process of creating a Snack Shop, complete with customised appearance, products and experimental conditions.

We suggest you have two tabs open - one with this walkthrough, and one to create the shop in. To start the walkthrough, you should open your Gorilla Homepage . You will also need the products and assets used in this shop - you can download these here:

Download Product Images

Download Assets

Download Spreadsheet

The finished shop will look like this:

You can also view a finished version of this shop in our Shop Builder Samples project .

Create a new shop

First, create a new project and then create a new shop inside it by choosing 'Shop Builder' from the dropdown list. Click 'Edit' to start building your shop.

Products and categories

The Shop Builder task is driven by the spreadsheet found in the Products tab. You can download an example to get started with via the Download button in the top-right corner.

For the purposes of this demo, we will upload the pre-populated spreadsheet. This spreadsheet includes the name of the Product, the price, pack size, pack unit and the names of the image files we wish to use in the shop. This is the minimum needed in the Shop Builder spreadsheet. We have also categorised our products in a spreadsheet column called Category. We upload this spreadsheet to the Shop Builder by clicking on the Upload button. Once uploaded, we can view the spreadsheet in the Products tab.

Then, we want to set our Categories. Navigate to the Categories tab and click '+Add' a new category for the column 'Category', to match the column in the spreadsheet we have uploaded.

Product images and assets

Now, we need to upload the Product images we would like to display in the shop. The image files match the ones we have populated our spreadsheet with. Navigate to the Product Images tab in the Shop Builder and click '+Add Assets' in the top-right corner. Then, upload all of the Product Images from your files.

We also need to upload the shop logo to display in the shop. To do this, navigate to the Assets tab and upload the shop logo here.

Once your images have been uploaded to the shop, you should be able to see the image files in the corresponding tabs.

Customising shop

The Appearance tab is where we can personalise the shop's colour and logo. First, we set the colour of our shop using Hex colour codes . We want our shop to be red, so enter the colour code: e61234. You will see a preview of the colour on the right-hand side. Then, we set the shop logo by scrolling down to the Logo setting. By clicking '+Add' we are shown the Assets we have uploaded. Choose the shop logo from the window. Then, set the Products per page to 5.

Next, we want to customise how our participants will navigate the shop via the Navigation Tab. In this example, we choose to Show Home Link, so participants can navigate back to the Landing Page. We will set up our Landing Page in the next step. Finally, we choose to display the Pagination Links at the Top and Centre of the shop. This is where participants will be able to navigate through the product pages.

Landing page

The Landing Page is the first page that participants will see when they enter your shop. To set up the Landing Page, click '+Add Condition' and name this condition 'Landing Page Condition'. All conditions are controlled by the product spreadsheet.

To set up the condition, we add a LandingPage column to the spreadsheet and reupload this to the Products tab. All of the products we want to display on the landing page are defined with a 1 in the LandingPage column. In the condition, we set the Match Field to the LandingPage column from the dropdown and the Match Value to 1. To display the products, we add a Content Block and choose Products from the dropdown. Finally, we select the Randomise Order setting, so that the order products will be displayed on the landing page will be randomised between participants.

Product labels

Another condition we can add to our shop is Product Labels. These are images that can be displayed alongside certain products. First, we update our spreadsheet with a new '5star' column in the Products tab. Here we have defined any products that should display the label with a 5. Any images we would like to use as labels are uploaded to the Assets tab.

Then, we add a new condition to the Labels tab, and call this condition '5 star rating'. For the large image, we select the label from the Assets uploaded. Then, we want to Match All products that meet the Criteria where the 5star column is equal to the fixed value of 5. Products that meet this criteria will have the product label displayed.

Offering swaps

A final condition we will add to the shop in this demonstration is offering certain products as Swaps to participants. In this example, we want to offer participants a cheaper alternative. Firstly, we update the Product spreadsheet to include a column named 'CheaperSwap'. In this column, we define any products that we would like to be offered as the alternative 'swap' product with a 1.

In the Swaps tab, we add a new condition called 'Cheaper Alternative'. In the condition, we set the Title Base and the Title Swaps as text that will appear above the products when the swap is offered. Then, we add the Swap Criteria so that all products where the CheaperSwap column is equal to the fixed value of 1 will be offered as swaps. We also want to only offer swaps that are in the same category as the item added to the basket, so we check the Match Category option.

Previewing the shop

To see your customised shop with the conditions in action, we can preview the shop. To do this, click the Preview button in the top-right corner. In the pop-up menu, choose the conditions from the dropdown we want to preview. In this example, we preview all of the conditions we have set up. Now, when we enter the shop, we can see the customised shop colours and the logo. Here, we can also see the chosen products appear on the Landing Page, and the Labels appear on the appropriate products. Finally, when we add products to the basket, we are offered the alternative cheaper products as swaps where appropriate.

Once you have checked out of the shop, you can download the preview data. At Gorilla, we highly recommend having a look at your preview data before launching your experiment so that you are familiar with the metrics, and ensure the data is recorded as you would expect.

Once you are happy with how your shop looks, commit your changes. If you would like to make any further changes, simply open a new Edit and commit these when finished.