In the rapidly expanding world of e-commerce, many online retailers are primarily focused on attracting first-time customers. This is understandable, given the fierce competition for a share of the growing online consumer market. However, in their rush to attract new customers, many retailers overlook the fact that not all sales are made on the first visit. This article explores the challenges faced by online retailers and offers strategies for success.
Many e-retailers operate under the assumption that all customers are impulse buyers. They fill their homepages with one-click offers and promises of same-day delivery, hoping to entice customers to make quick purchases. However, this approach overlooks a significant segment of the online shopping population: careful shoppers.
These individuals are cautious about online shopping, often evaluating the potential downsides before deciding to make a purchase. They worry about delivery times, return policies, and the longevity of the online store. These concerns can often deter them from making a purchase until they experience the "why not?" moment familiar to all online shoppers. Even then, they may limit their initial purchases to less significant items.
Even seasoned online shoppers can be hesitant to make purchases, though their reasons may differ. The internet is a haven for price-conscious shoppers, with shopping bots and comparison tools just a click away. This makes it easy for consumers to hold off on purchases, always on the lookout for a better deal elsewhere.
Furthermore, a customer's loyalty to an online store can be influenced by the cost of their internet connection. The more expensive the connection, the less time they are likely to spend browsing each store. Additionally, online shoppers are less forgiving of slow download times and uncooperative websites than they would be of inconveniences in a physical store.
Despite these challenges, succeeding in the world of online retail is not as daunting as it may seem. Here are some strategies that can help:
Build Trust: Trust is a crucial aspect of commerce, both online and offline. Since online retailers operate in an environment that is often perceived as untrustworthy, their top priority should be to build trust among their customers.
Cater to Both Browsers and Buyers: Make your site user-friendly for both decisive shoppers and casual browsers. Offer a search function and customer service contact for those who know what they want, and provide a convenient starting point for those who just want to browse.
Save Customer Profiles: Many customers will visit a site multiple times before making a purchase. Allow them to save a profile that they can access on return visits, and don't ask for personal details until they're ready to buy.
Follow Up: With comparison shopping so easy, it's important to make your site stand out. Send reminder emails to customers who have saved a profile, and include your site's URL in all correspondence. However, be careful not to overdo it, as this could be perceived as spam.
By understanding the nuances of online shopping behavior and implementing these strategies, online retailers can increase their chances of success in the competitive world of e-commerce. For more information on e-commerce trends and strategies, visit Forbes or Business Insider.
