Article

Jennifer Sanford
Jennifer Sanford 7 June 2018

What Influences the Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of any disruptions. This becomes a vital fact influencing your eCommerce business too.

In fact for an eCommerce business, enhancing the customer experience becomes the top priority, especially when you look around and find your competitors strategizing towards their growth at an equally fast pace. Within that, your first step towards delivering a compelling customer experience is understanding the customer's buying behavior. To make it easier to estimate the influence of customers I’ve identified the top 10 factors that potentially influence your online shoppers' buying decisions

Quality of Product Description

Your Customers are highly informed. They are accustomed to going deep into your product details once they like it. Here, your responsibility is to answer every question that comes the buyer's mind immediately. For instance, the information about the product's dimensions, weight, material and quality, etc should be readily available.

Shipping Costs

It may often turn out that a customer would decide not to buy your product after seeing the final payable amount. Remember, the customer has nothing to do with the shipping that you bear with. So, its better they see the minimum shipping costs or rather a free shipping.

Return Policy

Easy returns make the backbone of an online shopping business. In fact, a number of customers prefer buying stuff online considering the easy returns. Amazon, for instance, has managed to size up its sales by running a fantastic return policy. It asks the customers no questions, allows 30 good days to decide about returns.

Convenience in Searching Products

Your app's user interface plays a crucial role in influencing the buying prospects of your customers. A customer will likely leave your page or app if he is unable to find the relevant product within two search attempts.

Ease of Navigation via Categories

Again, this is about a good user interface. The more convenience a customer finds in your page or app, the better are his chances of converting or buying your product. A good navigation helps him know where he currently is and what is the direction to move. The well designed interface is a crucial part of web-development (I’ve seen a tons of examples how designed interface can be a determining factor of success or failure of product or service - you may take a look at cases of Sofmen, ItAdviser, Vinsol, I researched them recently and found many quite engrossing) and you need to think as your client with the purpose to create a convenient platform.

Complexity Levels in Checkout Process

If your checkout process is too cumbersome asking for too many efforts and involving several page redirection, your customer is likely to abandon you. Customers are accustomed to faster services.

Relevance of Product Recommendations

Product recommendation is a crucial strategy in eCommerce and it can lead to impulse buying too. However, too many irrelevant recommendations can divert the attention of your customers and even sometimes put them off.

Categorization of New Products

Even though you change the content on the homepage every day, customers will still get bored of seeing it regularly and end up overlooking the newer stocks. But, if they see a special icon for new products, they are much likely to land there straight and purchase.

The inclusion of Special Product Category

This works quite similar to the above. You must always have this category of special products where you place your most sought-after products and grab the attention of your customers quickly.

Customer Reviews

This is a really important factor affecting your customers' buying decisions. Given the fact that customer reviews are genuine, your new customers are much likely to consider this peer to peer feedback. Make sure you earn maximum good reviews amid a few poor ones. Now that you know a lot about what matters to the customers while making a purchase, its time you look back at your processes and interface and maximize your sales.

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