The Five Factors that Influence Online Shoppers
How customers research their purchases online
More than half of online shoppers first find out about a product through a generic search, either through a website or dedicated app. A similar proportion of shoppers look at several choices to compare prices and features.
This research and comparison is often done just minutes before making a purchase, with only one in twenty people claiming to have started research a month or so previously.
Despite the online research, nearly 60% of shoppers still head to the nearest store, with only 30% buying online.
What prompts a decision?
The US website Internet Retailer found that 83% of shoppers are more likely to buy if there’s free delivery. In-store shopping is still more popular than online, but free delivery is vital for e-retailers if they want to get more business.
More than half of online shoppers will buy goods if the price is reduced. If a shopper removes something from their cart before checking out, many can be tempted back with a sudden discount offer. Similarly, an immediate “$10.00 off first order” is a great way to start.
People are also influenced by their peers – if a site and its products get good reviews, almost two-thirds of shoppers will choose it. Only 10% of shoppers leave reviews, but many more (around two-thirds) read them and act upon them as they’re seen as more trustworthy than the company’s own content.
Around 80% of shoppers will buy more from a business that they have a loyalty card from. Additionally, people will opt for a company with a loyalty programme even if they’re not already members, as signing up is the gateway to more discounts and offers.
Be my guest
If shoppers have to create a new account just to browse and maybe make a purchase, a quarter will bounce. Websites that offer guest checkouts will mop up these customers – and keep hold of them if they offer a good service.
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