What Makes Shoppers Buy From Your Ecommerce Site?

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February 5, 2013 at 7:51 pm #319

b.nieto
Key Master

Do you ever wonder why some people buy from your San Diego business’s website, and why some people visit for a few seconds, then click away? Recent research from MIT, Facebook, Google and Target identified 7 key reasons why online shoppers buy from ecommerce sites. Are your website design, shipping and fulfillment hitting all 7?

  1. Value. 75 percent of shoppers say they buy online instead of in brick-and-mortar stores because the online prices are more competitive. It might be tough for a small business to offer low, low prices online. Instead, focus on value—for example, why your product is worth a higher price because it lasts longer, is more personalized, comes with a lifetime guarantee, etc.
  2. Open. 63 percent of shoppers say they buy online because they enjoy the ability to shop 24/7. Make sure your hosting service is reliable so that your site runs as well at 3 a.m. as it does at 3 p.m.; that your shopping cart is robust; that your site can handle increases in traffic without crashing; and that you provide customer service options at all times, whether that’s email, chat or phone support.
  3. Delivery.  59 percent of shoppers say they buy online because the sites offer free delivery. Don’t panic and think you have to ship a $3.99 order for free. Do like the big companies do: Set a limit, such as “free shipping on orders over $99,” to keep free shipping desirable both for customers and for you.
  4. Speed. 55 percent of shoppers say they buy online because they can get products the next day. Like with free delivery, you don’t have to offer free next-day shipping; this is one service many customers will pay extra for.
  5. Ease. 48 percent of shoppers say they buy online because it’s simply easier than driving to a store that may or may not have what they want. Your website design is key to that ease, so make certain your site is easy to navigate, has the kinds of product information customers want, and has a simple checkout process.
  6. Range. 46 percent of shoppers say they buy online because they can see at a glance if what they want is in stock (instead of driving to a store only to find the item isn’t there). Good inventory and fulfillment software and solutions will help here. Allow customers to sort results for details such as size, width or color.
  7. Choice. 40 percent of shoppers say they buy online because that’s where they can find new products or products that aren’t available anywhere else (“online exclusives”). Here’s where your San Diego website can beat the big boys. Play up your unique, one-of-a-kind products; create “online-only” exclusive offers; emphasize your personalized customer service or lifetime guarantees—whatever makes your ecommerce site sound unique and special.

 

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