Google explains the factors that influence consumers to buy online |
Posted: November 2, 2019 |
Google recently published a breakdown of US consumers interest and spending on online purchases (on it’s Think with Google platform). One of the most important parts of that report (especially for ecommerce businesses) was the top 5 factors reported as the main influences. Let’s have a look at those five factors and see how ecommerce businesses can use them in their marketing strategies. Lowest price for item: The first one is interesting. Most people mentioned lowest price as the biggest influence. This means that people are coming online to search for lowest possible prices. They know that a brick and mortar store has costs and expenses like rent, utility bills, or staff. And they need to charge a higher price to meet these costs and stay in profit. However, an online business doesn’t have to pay all these expenses so they can afford to offer the lowest prices. Plus, they can also quickly compare between different options and find the lowest price. What does that mean for ecommerce marketing? You need to compare prices with competitors and try to offer the best possible price. This also makes it important to find the right supplier because you cannot offer the lowest price without finding a supplier with lowest wholesale prices. Free shipping Another huge factor is the free shipping. This is again interesting because no business gets the shipping for free. The businesses who are offering free shipping are only using a smart pricing strategy. And that is to include some of the shipping cost in the product price. So, you must offer free shipping. Because, customers wouldn’t like if they are purchasing a jeans at $30 and they see another $10 added as the shipping cost. Sale, discount, or promo This one is a no-brainer but very few businesses use it. Offer sales or discounts because nothing attracts online consumers more than the discounts. People expect all sorts of promotions or discounts while shopping online. This is why online retailers report record number of sales on events like Cyber Monday. Product availability Another huge factor is the product availability. You might be finding it hard to find a particular product in local shops but you can easily search online and find a supplier who will deliver the product to your doorstep. So, think of something that is not easily available in your local market and launch an online store that makes it easy for target customers to order. Product specs (like, battery life): Again something that is related to comparisons. Consumers can make all sorts of comparisons. They can easily see if there is a cheaper alternative of a product with the same specs. Why would someone pay $10k extra for a mobile phone if the processor, camera, RAM, or other features are same? The price tag needs to come with proper differences in features. You cannot fool consumers with useless bells and whistles. Remember all these tips while trying to improve sales. Make sure you are providing all these things and watch your store sales soaring.
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