How to Get Sky High Customer Conversions for Your Ecommerce Site
Associating customer buying decisions with ecommerce has a generally skewed perception of seeming difficult. This is because marketing relies on the five human sensors, which emotionally influence the purchase of a product. But shopping online has reached a large scale today, pushing past numbers and forecasting several ecommerce trends.
In this vast space for ecommerce growth, most businesses need to compete and catch the consumer attention. And then comes the task of converting them into a potential and regular customer. Seems a little daunting, right?
If you take a look through this short and sweet guide to impacting consumer buying decisions, you’ll be taking home the resulting sales conversion! Read on to know-
Know Your Online Customers
First things first, you need to know the audience that you are targeting your products towards. Not allonline shoppers who are active on ecommerce websites have the same mindset. There are several online shopper personas, but the widest brackets are-
a. Impulse buyers – Have you ever, while browsing, seen a ‘sale’ tag and felt the need to check it out immediately? This is the most influential factor for most consumers, as they cannot resist the offer of buying something at a much lower price for the same value. These buyers are subconsciously influenced by tags hinting at limited sales time and big discount percentage.
Solution: Your best bet with impulse buyers is to target promotional sales campaigns through emails, social media and ads. Personalized product recommendations are also perfect for these consumers to immediately click the ‘buy now’ button.
b. Price sensitive buyers – This category is not as common as perceived by ecommerce retailers, and the definition is rather ambiguous. They are mostly thought to be consumers who want the lowest price, but their focus lies more on value for lower cash. These buyers are adept at combing through many ecommerce websites before buying, and most likely will choose ‘Price: Low to High’ in the search filter.
Solution: Value packs with a strikingly good price bargain make these buyers want to purchase. Similarly, direct the consumer attention on the product’s benefits rather than the steal price.
c. Planned buyers – These buyers have made a decision to buy only a certain product online and their spending capacity may necessarily not seem fixed. Their focus is more on getting the best product out there, rather than the best bargain.
Solution: Since they are research oriented on specs over price, provide them with ‘how-to’ guides, reviews and similar products with features superior to the one in mind.
d. Experience buyers – This set of shoppers want to buy a product not because of their need or exciting offers, but for the sake of exclusivity. These type of consumers are not price sensitive and look for a unique ecommerce experience. A good example for this criterion is customers who opt for subscription boxes and luxury products.
Solution: Offer these consumers a status of being an exclusive member, through loyalty programs. Creating a hierarchy in consumer levels, such as expert shopper to novice shopper is perfectly apt for this set. Creating incentives in reaching the higher shopping level is an added perk.
And Here’s How You Influence Consumer Decisions..
It is a matter of implementing your strategy during the right time that gets your business sales doubling and convincing customers to convert. And when is the right time? Anytime!
Let us get straight into the simple pointers for customer conversion through influence-
1. Show them what others say
Or to be more specific, show them what people in their circles are saying. It isn’t like we don’t pay heed to what other users have to say about a particular product or service. But when people we know well also use them, we scrutinize the brand image more carefully.
Reviews and testimonials along with ratings for each product or for even brands is a must, placed right within the topmost part of your webpage or the ‘above the fold’ design. Emphasis on the uppermost part is important because this is the first thing that users will see look for reading up about a product. Even if there are negative reviews, let them stay because it only provides a more realistic picture to the consumer (they won’t feel duped).
2. Make them famous
No, not your customers- we are talking about your products here! Blogging today involves not just random opining, but is used as a very persuasive marketing tool. And when you combine the popularity of Instagram’s bloggers who collaborate with brands, you understand the sheer influence it can make on their fans’ buying decisions.
This is because bloggers today are seen as trendsetters who are product experts, and the brand that they wear or use is something other buyers would also want to choose for themselves. This is especially true in the case of fashion blogging, as witnessed by the rise in even big luxury brands partnering with bloggers for promoting their products and thence influencing their active fan following.
3. Launch the re-target rocket
When a user adds your product to the cart and then exits instead of buying it, it does not always have to spell failure. Here is where ad retargeting becomes your buddy in getting them to go the whole hog and buy, solely because it is user interest-based.
It displays personalized products on search engines, as banner ads while the user is on another website, on their social media page.. ad retargeting is like that persuasive friend who gets you to do something you were anyways reluctant to, just by showing up so many times.
4. Make it convenient
Every online shopper wants their ecommerce experience to be rich yet fast, right from the comfort of wherever they are. Yes, comfort is what defines user experience in ecommerce and this is how you influence their buying decision practically.
Google’s ‘Sponsored Ads’ are a perfect tool for convenience, because all the customer has to do is key in the words on the search engine and they find a variety of products being offered right on top. Strengthen your filtering segments is another option; according to price, color, discount, brands and the works. If you want to take it a step further, you can create filters like occasion for even when the customer can find the product useful. This is like handing the customer things on a platter, sure to only get your more sales.
5. Be trustworthy
Don’t be like the big bad wolf in Red Riding Hood and trick the user into buying something else while they clearly were reeled in for another. An example is this- some ecommerce sites display significantly reduced prices on their landing pages or even on Google. And when the customer clicks through to the site- they discover that the rates have somehow increased!
This example aside, creating brand loyalists for your business is not difficult. Simple tips to convert curious visitors into regular buyers is by offering exclusive coupons, connecting them with through customer care for their opinions. A new strategy seen on the likes of twitter is being prompt with interest based promotional marketing. This is when the brand directly replies on a user’s tweet when they post something related to the service they offer. And which customer doesn’t like getting that special attention?
If you are curious enough already to try our branding services, you only have to call 9094859990!