Nowadays there is a lot of research about the buying behavior online. No one can still understand the pattern of purchase online, its not just one single characteristic of the consumer, it is a group of different characteristics per consumer which is very difficult to measure in the virtual world.
Personally I also indulge in a lot of online buying, but have never bought sunglasses or shoes online as I need to wear it before I buy it,but I prefer buying bags, watches, perfumes, even clothes.
Now how can I buy perfumes online but not sunglasses? It’s simple I just buy perfumes online from private sales websites because of the low price & decent brand but do not trust them with sunglasses, plus I like to buy really expensive sunglasses which I am not willing to buy it without even trying. So here is my characteristic.
Now there are 4 types of consumers group with different intentions when log on the internet, namely:
We will just talk about the Shopping Group.
If you want a visitor on your shopping portal to turn into a potential buyer then you need to capture his attention as soon as he/she is on your website, as it is noticed that every one likes to interact on the web but that doesn’t mean you keep throwing a pop-ups on their screen in every minute. Try a much better approach like section of “chat with support for help”, or a welcome overlay on visit with contact details/chat link.
Customers online are attracted to better services & socially engaging features. It not just discounts which works for consumers, but its the work you do to get your sale & the much more important part is the after sale service/attention you provide to the customer.
It has also been noticed that bombarding your customers with e-mails/text messages everyday will make that medium less effective & boring so you need to keep a check on that & manage your promotional activities accordingly
Trying out too much too soon on your portal can confuse & drive away your customer, also as a website you will not be able to manage/prioritize your activities, always do a study before you engage yourself into e-biz with the basics. I have put down the 3 simple questions
Who are your customers?
Which marketing initiatives will generate customers?
What will make your site more customer-focused?
There are a lot more to ask. So draft them according to the products/services you are willing to offer.The bottom line is that understanding E-Metrics will enable you to dramatically improve the ROI of your business
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