Strategies to drive more clients to purchase online

It’s no secret that more of us are buying products and services on the Internet each year. The evolution of mobile technology means we can complete transactions on our smartphones and tablets while we’re on the go. Consumers are also more confident about buying online thanks to increased online security.

We spend billions each year on all kinds of things from pizzas to plane journeys around the world. If you plan on selling your wares to an online audience, do you know WHY people buy stuff online? And are you aware of the factors that influence their online buying habits? In today’s article, I want to share with you some examples of the things that convince us to hit that “Add to Cart” button!

Delivery speed

Most people will tell you that price is the only factor in one’s decision to buy something from one online store over another. In many situations, that can often be the case. But, it might surprise you to learn that delivery speed is a top influential factor in a customer’s purchasing decision!

There will be times where clients need to have something delivered as a matter of urgency. For example, someone may need to buy a gift online for a loved one but may have left it to the last minute, so to speak.

Many online retailers offer a next day and even same-day delivery service. Sure, one would usually pay a premium for such a delivery option. However, we as humans are designed to take the path of least resistance in life! If it means we can get our hands on something sooner rather than later, we’re only too happy to spend the extra money!

Some Internet sellers also operate a network of local stores. Customers can place an order online and have their items delivered in a short time from their nearest bricks and mortar retailer. We are seeing more companies operate such a business model, and will continue to see increased numbers doing so in the future.

Subscription discounts

Let’s face it. There are things that we tend to buy on a regular basis rather than as one-off purchases. Grocery items are a classic example of such purchases. In 2017, there is now a plethora of choice when it comes to buying groceries and having them delivered to your home.

Frequently-used items have become a way of almost guaranteeing future orders for online sellers thanks to their subscription discount model. The way that it works is simple. You can buy an item and pay the advertised price for it. Or you can opt for a regular, repeating order and save a percentage on each order.

Amazon has seemingly cornered the market in that respect thanks to their “subscribe and save” system. And firms that offer digital services also provide customer discounts if they agree to subscribe to their services for an extended period.

Competitive pricing

We are naturally drawn to retailers that provide discounts or special offers to their customers. If those lower prices apply to the things we buy the most, we are more likely to buy from those online sites over other ones.

It’s a well-known fact that most online retailers research the prices of their competitors. Doing so helps them to have a competitive edge. Price is one of the driving forces behind someone’s decision to buy from a particular online store. But, what does “competitive” pricing really mean?

You might think that means “cheaper than other sites” however that’s not always the case. Believe it or not, some online shoppers feel deterred by an online store if their price is lower than all of their competitors. They have the perception that the price is a mistake, or perhaps they may not receive the product advertised on the website.

Competitive pricing usually refers to prices that sit somewhere in the middle of other online retailers. Or, to put it another way, average pricing.

Superior reputation

Let’s say you want to buy a product and it’s available from two online sellers. Site #1 has a lower price than site #2, but a less-than-average online reputation (i.e. through review websites). Site #2 has an above-average reputation but, as you know, is the more expensive option.

When faced with such a choice, the majority of online shoppers would buy what they want from site #2. Yes, they sell the product they need at a higher price than the first online seller. However, most buyers take a brand’s reputation into consideration as part of their buying decision.

Using Amazon again as an example, they have built their brand to be customer-centric. In essence, they bend over backward to please their customers. Speedy problem resolution is one of the best-known qualities of the Internet giant.

When we think of online shopping behavior, reputation and the buyers journey go hand in hand. It’s foolish to assume that people don’t take how good (or bad) a brand is into consideration before they make a purchasing decision.

Greater security and privacy measures

Every day, we hear stories about how people’s personal details get hacked. As you can imagine, consumers want to feel confident about typing in their card details online when placing an order.

The good news is that there is a big push towards digital security and privacy for online stores. Search engines like Google demand websites have an SSL certificate in place on their servers. In a nutshell, it allows data between consumers and online stores to get encrypted online. In layman’s terms, SSL technology makes it harder for hackers to “steal” information transmitted online via secure means.

Brands that take online security seriously also have numerous other measures in place to protect customer data. For example, the use of dedicated servers means websites are less likely to get hacked into by malicious visitors. And the use of third-party card processing services like WorldPay gives consumers extra confidence.

Online shopping customers also want to know that companies aren’t going to sell their information to random third-party marketing firms. Most e-commerce sites give customers the opportunity to opt out of marketing emails. The government also has laws and guidance surrounding data protection and privacy that website owners must follow.

People find online shopping more convenient

It comes as no surprise that buying online is easier and more convenient than visiting a physical store. While some people love going shopping, others hate the idea of getting pushed and shoved in busy stores or queuing for a long time.

When you buy something online, you can do so wherever you are in the world and from any Internet-connected device. You are also not restricted to the opening times of bricks and mortar stores as websites are open for business 24/7. So, if you feel like spending some money at 2 am, online stores are only too happy to take your money at that time!

Online shopping is incredibly useful for many groups of people. For instance, those that are handicapped or living in rural areas don’t have to make stressful trips to their nearest shopping malls. If time is of the essence, busy people don’t need to take lots of time out of their days to go and buy something. They can just order online and have any goods delivered to their homes or places of work.

So, with all that in mind, if you are planning to build an e-commerce site, you now know what can drive people to your online store!