Commanding Online Purchasing: What Delivers Online Users to Buy
Commanding Online Purchasing: What Delivers Online Users to Buy
Trends in big box retail show that online purchases are taking a real bite out of the bricks and mortar approach to how people shop. In the golden days of the 1980s, practically EVERYTHING was purchased from a store you had to walk into. Now, you can shop at 2 a.m. on Amazon and have it magically arrive at your door by the time you get home from work. Let’s take a look at the biggest drivers of online purchasing and what you can do to make it stronger.
Building a little customer loyalty goes a long way.
Coming from a small town in Delaware, my grandparents would tell me tales of purchasing 15 automobiles over their married life from the same guy who owned the same corner car lot for as long as they can remember. Right down to the 1988 Ford Taurus Station wagon, white with blue velvety interior, they kept coming back because they were loyal to that guy, his deals and how he conducted business. Being able to establish a long-term loyalty with your customer base allows them the comfort of being a “go-to” for the services you provide. Studies show, loyalty is 31% of what brings a customer back. Offering a little discount, a special deal for the repeat customer and solid customer service to everyone who purchases from you is the best way to make that happen.
“If it wasn’t what you were expecting, send it back for a full refund or credit towards a different one.”
The above sentence is music to an online buyer’s ears. Offering an easy, upfront exchange or refund policy lets the consumer pull the trigger without a full commitment. Easy return policies compose 35% of the reason behind why someone purchases from one location versus another. Understanding that, regardless if the buyer likes the product and keeps it, OR returns it for a different product or refund, chances are you will still re-sell that product so long as it’s not defective or damaged. Make sure the details of your policy are transparent to ensure the bases are covered here.
Customer Reviews are no different than asking a stranger, “What do you think about this?” It’s golden advice.
How many online shoppers like to read all the reviews before they purchase something? I’m guilty of it, and I’m sure many others are, too. In fact, studies show that 37% of what motivates an online buyer is what others have said about the products, service, delivery and business. Being able to offer this information as a banner along the side, easily accessible for site visitors to view when they land to your page, strengthens your products and reputation. Understanding the link between what others say and how you’re judged by prospective customers, browsing online with an intent to purchase, will separate you from your online competition that doesn’t. It’s not hard to do and, sure, there will be both good and bad reviews posted (which can be a good thing because it allows you to address those comments directly for all to see).
Almost 50% of online purchases are driven by coupons and discounts!
Studies show that 47% of online purchases are executed with the help of the trusty coupon or sales discount. Heck no, you won’t pay $80 for those fluffy bunny slippers; however, when they pop up on sale for $30, all you hope is that your size is still available. Coupons and discounts are great ways to spike sales, liquidate old inventory, introduce new products to market or clear products to make room for new ones. It offers a perceived savings to the buyer and is a strong component towards enhancing the “I gotta have it” propensity to buy. Let’s face it, when you get hit with a deal that knocks a lot off the bottom line, you’re going to get it.
Behold, the BIGGEST driver towards online purchases: FREE DELIVERY!
Free is a strong word when it comes to online shopping and, to toss it around in an offer is like sprinkling your wallet with dollars. Turns out, 60% of why someone buys something online is because there is free shipping attached to the order. This sends a critical message to the buyer: You can purchase as much as you’d like, and we will send it to you for free. It usually is a fraction in savings when it comes to the total value of the purchase, so by offering free shipping, it means you appreciate their business enough to send them what they bought, free of charge. This is often what turns that “Oh, I like that…” into a 45-minute online adding to your cart, shopping spree on things you would have never picked off a shelf at a regular store.
Enticing online purchases is fun to do when you can trigger what motivates buyers. These above tips will help any business better understand what drives their buyers to buy online and how to position your products or services better to fit that model. By fulfilling a few of the steps above, you should begin to see a pattern of increased activity and sales that will only grow stronger with time, effort and persistence. Toss in a bit of solid customer service, some great products and a vibe that wants folks to come your direction when they are shopping for what you have are all ingredients to a solid, long lasting business / customer relationship. My only hope is that those bunny slippers with the no-skid soles are still available in a size 10.
