Not making sales like you think you should? This article looks at addressing buyer behaviour and outlines simple steps to increasing conversion rates.
Today there are a range of e-commerce software packages that make building online stores easy. Generally they are database driven and have shopping cart functionality built in. They are written by programmers and provide core element of an online store.
But having a website needs to be more than having just an online catalogue.
One of biggest mistakes that most online retailers make is they do not take into account typical buyer behaviour. The conversion from real world to online provides many benefits to retailer, but present some real challenges for customer because their buying decision is made more difficult in an online environment.
What to I mean? Lets use a client’s site that sells sterling silver jewellery as an example.
Their site was: -well structured, -items pages were neatly laid out, -product images were clear, -add to cart button clearly visible -there was a short description of item. -a page describing their 14-day money back guarantee, -a privacy page saying your details would be kept secure.
But sales were slow.
They tried discounting.
But sales were still slow.
What was missing? What could be done to encourage visitors to purchase?
The answer lies in addressing buyers needs and purchasing behaviour. Lets think about buying process when we are in a physical store.
Imagine if sales person just handed you a card with a photograph, price and short description of item on which to make you buying decision, would you buy? Lets go one step further – that they even let you look at item through glass counter top. Would you buy? At this stage we are providing more than average website, but I bet you still have not said yes to buying.
What are steps that we follow in our purchase decision process? First we would ask to hold item. Even without asking sales person a question we will be making evaluations based on weight and feel of item. Does clasp look strong? If there are any gems, does setting look well built so stones won’t work loose and be lost? How does it look against skin (fair, olive dark complexions)?