Any store, whether physical or virtual, has the danger that anyone who comes to visit, go quickly and enter the competition. However, this in online stores is much easier and common. With just one click, our potential customer can leave our store and visit the competition. In short, the online user is more “promiscuous”, he jumps easily from one store to another, nobody sees him. Therefore, online stores have to have effective strategies designed to get “hold” the user and get it not only go through the store but buy.
The figures of user conversion in customers of online stores, are still very low. In fact, a study published by The e-tailing Group states that the conversion figures are still below 5%. Thus, as Ester Pallarès, persuader consultant of Multiplica, consultant of online strategy, digital marketing and persuader, comments “Only 17.2% of the users who visit an online store do so with the clear intention of buying. According to a study on e-commerce published by e-Marketer, users come to our online stores for the classic “I’m just watching”. For this reason, how can the user who does not come with purchase intention be motivated to do so? And those who do intend, can we make them finalize their purchase?
34% of users of online stores do not find what they are looking for
One of the most important aspects that must be taken into account when designing an online store is that everything is organized and that the products can be seen clearly. As in a physical store it is very convenient to have shelves ordered and that the product is visible, in the online store the same thing happens. As published by the study published by e-Marketer, 34% of users of online stores do not find what they are looking for. This is a fact that must be taken into account because it means that in most virtual stores the product information is not visible. For this reason one of the key points is to improve the visibility and access of products, “highlight the search engine, add different categories and subcategories and find recommendations and different access to products,
Another aspect that should improve online stores to get users to become customers is to improve the information that is given about the products. 8% of users say they find insufficient product information to make the purchase decision.
Likewise, it is essential that the visitor of the online store have all the necessary information about the purchase of the product. Thus, elements such as price, shipping and availability must appear with total clarity, as they are the elements that most influence the decision. On the other hand, facilitating the integration of channels and products or exclusive conditions in the network, makes the user have other means of purchase, which will help him decide. An example would be to allow online purchase and store collection to save shipping and time.
Finally, it is necessary to give the user reasons to end his purchase, “going from taking a look at buying is a step that must be made through elements that help the decision,” says Pallarès. Thus, it is very useful to create a sense of urgency in the purchase, noting that it is the last day or, for example, highlighting that the discount will only last a few hours or weeks.