Is your brand digitally prepared for the festive period?
The final part of preparing for the online shoppers this holiday season, is understanding your customers and consumer behaviour. The first step is understanding online consumer behaviour in general, then specifically looking at your customers.
What you think to be the most important factor for your customers when shopping online, might not actually be true. 47% of consumers say the ability to easily search for and find products was most important to them, ranking higher than product ratings and reviews at 26%. The same percentage of consumers believe that customers only make two searches before leaving the website. So, it is important to make your website is providing accurate search results.
In general, more than 50% of holiday shoppers say they are open to purchasing from new retailers. And, more than three-quarters of them who generally go to the same physical stores, are very open to new retailers and brands online. Mobile devices make it easy to explore a variety of options. In fact, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase from. Online shoppers will compare prices, check reviews and pick the most seemingly trustworthy business.
Consumers aren’t always searching for a particular branded item, they’re searching for the general product that they have in mind. Does your website show up when people search for generic terms like “toys” or “computer”? By appearing in searches in moments when your brand is most relevant to a customer, a new customer can be won. Generally, online shoppers begin with a broad search and then adjust their criteria as they find which product they want specifically. To be better informed, shoppers repeatedly leave websites to learn more about products and pricing before continuing to purchase the item.
Looking at a combination of traffic from all sources such as referrals, paid searches and social media, most visits to the top 25 online retailers in the second quarter of 2016 came from Google with more than 1.1 billion visits. It is increasingly important to make sure that your website is making use of SEO (Search Engine Optimization), so that your brand appears high on Google rankings.
One of the most valuable things to do is to conduct market research on your existing customers, to analyse how they interact with your site. Things to take into consideration are:
- Are your customers landing on a relevant page to their search?
- How many pages are your customers visiting in one visit?
- What are the peak times of visits on your site?
- What pages are they visiting?
- Age of your customers.
- Gender of your customers.
Once you understand consumer behaviour and how your customers are using your website, you can then develop strategies to improve their experience. If customers are provided with a positive online experience, then they will be more likely to purchase.
To re-engage customers that have left your website, make sure that you’re using features like remarketing that can take previous shopping behaviors into account. That way, customers can easily find you again after they have decided specifically which product they like. Offering promotions influences 28% of consumers to spend more, 27% to buy from retailers they would not normally choose, and 25% to make purchases they would otherwise not have made. So, by offering deals/ promotions to prospective customers you can win them over, even those who might not have been inclined to shop with you in the first place.
Until next time,
To read parts one and two of this three-part blog click here: