GA4 Properties Now Have Google Search Console Insights
The Five Factors that Influence Online Shoppers
How customers research their purchases online
More than half of online shoppers first find out about a product through a generic search, either through a website or dedicated app. A similar proportion of shoppers look at several choices to compare prices and features.
This research and comparison is often done just minutes before making a purchase, with only one in twenty people claiming to have started research a month or so previously.
Despite the online research, nearly 60% of shoppers still head to the nearest store, with only 30% buying online.
What prompts a decision?
Free shipping
The US website Internet Retailer found that 83% of shoppers are more likely to buy if there’s free delivery. In-store shopping is still more popular than online, but free delivery is vital for e-retailers if they want to get more business.
Discounts
More than half of online shoppers will buy goods if the price is reduced. If a shopper removes something from their cart before checking out, many can be tempted back with a sudden discount offer. Similarly, an immediate “$10.00 off first order” is a great way to start.
Peer pressure
People are also influenced by their peers – if a site and its products get good reviews, almost two-thirds of shoppers will choose it. Only 10% of shoppers leave reviews, but many more (around two-thirds) read them and act upon them as they’re seen as more trustworthy than the company’s own content.
Loyalty matters
Around 80% of shoppers will buy more from a business that they have a loyalty card from. Additionally, people will opt for a company with a loyalty programme even if they’re not already members, as signing up is the gateway to more discounts and offers.
Be my guest
If shoppers have to create a new account just to browse and maybe make a purchase, a quarter will bounce. Websites that offer guest checkouts will mop up these customers – and keep hold of them if they offer a good service.
Are you thinking about selling online? See how we have helped other online businesses.
About the author
PAUL SMITH - For over 20 years I have worked with businesses, enterprises and brands in Australia, NZ, UK and US to drive digital marketing growth using organic and paid traffic strategies. No fluff or BS, just straight-forward return on investment.
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