In some ways, online shopping and the operation of an e-commerce store are not so different from a traditional one. After all, potential consumers are the same, so to achieve success in online shopping you have to know how to adapt the keys to traditional shopping to selling on the Internet.
Keys to online shopping
Keys to online shopping
Let's look at the aspects that work in online and offline shopping:
1- Facilitate the purchasing process and make it a pleasant experience .
When a customer enters a store, the first thing they do is take a general look, scanning the layout of the space and then heading towards whatever has caught their attention. In a physical store, there are variables such as lighting, music, and space to move around that influence the product search process. Similarly, in an e-commerce store, the size of the links, the bosnia and herzegovina telegram data quality of the images , the visual space between sections or products, the possibility of seeing all the products by scrolling on the same page, etc. all influence the process. In short, the easier the user's browsing behavior and direct access to the products are, the more likely they are to buy .
It is important to bear in mind that a customer who intends to buy online does not have a salesperson to ask questions, so the entire process must be much more transparent and reduce the steps to a minimum . Make the final prices very clear . It is important not to hide VAT, shipping costs or other added costs, since it has been shown that purchasing processes that wait until the last minute to add up are perceived negatively by consumers , even leading to abandoning the purchase.
2- Analyze consumer behavior.
This aspect is perhaps the one that makes the biggest difference between online and offline shopping. In a traditional store, the person in charge of the store interacts directly with the potential customer and sees first-hand the consumer's behavior, sees where they go, which stands attract the most attention, how long they stay in front of each one, and can even approach them and ask them if they need help deciding or finding something.
However, in an e-commerce store there is no direct person, but we do have web analytics . As we have said on more than one occasion, this tool will allow us to measure the browsing behavior of our consumers and, fundamentally, what is failing . Yes, metrics speak to us! They allow us to monitor the purchasing process to find out the leak points of online sales and identify weak points in order to improve them.
3- Promote cross-selling and increase the volume of purchases per customer .
It has been proven that when related or complementary products are offered, the purchasing potential increases . This is a fairly common action in e-commerce stores, where the convenience of adding another product to the shopping cart and taking advantage of shipping costs can offer additional advantages.
In this sense, information on browsing behaviour will be useful for defining the selection criteria for complementary products.