If you’re thinking that offering products to customers online is all you need to do in eCommerce, you couldn’t be further from the truth. In today’s fast-paced world, with people shopping at all times of the day, on multiple devices, offering a product lineup that is solid is just not enough.
The eCommerce industry is expected to boom this year thanks to what’s been happening in the world with the global pandemic (Covid-19). More and more people are moving to online shopping and experts predict sales to reach over $4.13 trillion this year.
People are making purchases on their mobiles devices far more often than on computers, so having a site that adapts to mobile, or a site that is mobile friendly is the best way to make sure that people complete that sale. Cart abandonment rate is at an all-time high of almost 70%, largely due to the fact that consumers usually abandon because of lack of free shipping. This is where eCommerce owners need to understand buyer motivation.
Exploring Buyer Motivation
It’s more important now than ever to understand consumer motivation in the e-commerce sphere. It’s more about just having a product, it’s understanding the “why” behind everything that you do as an eCommerce company. Motivating the purchase of a particular product depends on the perceived value of your product. Customers want to be sure that owning the product will be better than not. Life, for them, won’t be as good without it. You should create an artificial dependency on it.
If you take that dependency, and couple it together with free shipping, an uncomplicated and easy-to-use checkout process, and an easy mobile interface, then you’ve given customers everything they need to complete the cycle of purchasing.
Every single small issue that a consumer has will contribute to abandoning the cart or shopping somewhere else in the process. This all forms part of motivation, so finding ways to understand buyer motivation and combat any friction, is important in e-commerce for conversion.
Write Product Descriptions that Increase Sales
One of the best ways to get customers to go for your products above any other product is to have descriptions that sell your items, which will increase the sales. Bear in mind, when the customer has actually landed on your page, be happy because they’ve chosen your product above all the other ones out there.
The best product descriptions will show the benefits of the product and tell a story, giving the client more than just what it is and how it works. Remember, the consumers are making choices to buy something without being able to see it or touch it, so you should make your writing as clear as possible.
The client is at a critical decision point once they are looking at your product and reading your descriptions, and you’ll want to convince them to add the product to their cart and check out. 98% of consumers have actually been dissuaded from making a purchase due to the lack of product information, so make sure it’s on point. Ensure that what you’re writing makes sense, is easy to read, and tells the customer everything they need to know about your product.
Understanding Your eCommerce Target Market
Something that can never be stressed enough is understanding your target market. If you’re selling a product that serves a specific purpose, then cater towards that market. More often than not, a customer is looking for something that they need in their lives, not something that does a bunch of actions including the one you want.
If they are looking for a pair of slippers, for example, make sure that they are marketed as slippers. They’ll keep your feet warm, can be used inside the house, and are really comfortable. Don’t pretend that people can also wear them when they go out. This is simply diversifying the product usage and often doesn’t work when trying to sell a product.
Giving the customer what they need and what they want is something that sounds relatively straightforward, but the truth is that it’s harder than you may think. The key to selling your products is filling a niche that clients are after. Once you can do that, the rest is on you to tell your customers about your product.
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