Understanding Ecommerce Motivations
Making an informed purchase used to mean driving to stores to browse, speak to sales associates and compare prices. Sometimes you would walk out of a store on the same day with a given product in hand. Other times, this process would require multiple trips, stretching out over the course of days or even weeks.
(Illustration: Mohamed Hassan/Pixabay)
Now, conducting research and making purchases is increasingly a matter of shopping online — either on a computer or mobile device. But only merchants with a good understanding of why people shop online will be able to furnish a top-notch user experience. Understanding ecommerce motivations is key to giving people what they want and driving conversions.
Why people shop online
An infographic from ShipBob breaks down some of the underlying reasons people shop online:
- Shop 24/7 (58 percent)
- Compare pricing (54 percent)
- Save time (40 percent)
- Explore a greater variety (29 percent)
- Access products not available nearby (15 percent)
Facilitating these points will provide a framework for facilitating shoppers’ wants and needs from your ecommerce store. Failure to cater to these concerns will cost you conversions and repeat business. Let’s take a closer look at some of these prime motivations and how to optimize your store to serve shoppers well on their journey.
Anytime access to products
Physical stores typically adhere to set business hours. Online stores, on the other hand, can be open all the time — even during evenings and holidays. However, since people expect anytime access, it is important to make sure your store runs at peak performance. Even during major sales and other traffic spikes, your store needs to provide a seamless shopping experience. The best enterprise ecommerce platforms offer over 99.9 percent uptime, ensuring your store really is open 24/7.
Researching prices and features
Here is a rule of thumb for ecommerce merchants: If people can’t find what they are seeking in seconds, they will leave. Knowing customers visit to compare pricing and features, you can optimize your product listings to make them insightful at a glance.
The key is achieving a comfortable signal-to-noise ratio, meaning your product listings tell shoppers everything they need to know without overwhelming them. Including either too little or too much information muddles the consumer’s ability to make decisions. When posting the price, make sure it is obvious to shoppers what is included. In addition, your listings should include enough features and specifications to give shoppers a highly accurate idea of the product they are perusing.
Saving time
Online shopping must be quick and convenient. A clunky sales funnel means shoppers will bounce from your website and try their luck with a competitor. Even page load times are critical when it comes to retaining customers. Approximately one-fourth of website visitors will abandon your site if it takes four or more seconds to load. Mobile shoppers expect an even more responsive experience.
Your website navigation also factors into whether or not shoppers save time while perusing your website. Put yourself in visitors’ shoes and conduct regular testing to evaluate your website for snags, confusing navigation and errors. Make sure your navigation and search bars are fully functional, helping consumers access the landing pages and product listings they need.
It is also important to streamline your checkout process. Instead of asking first-time shoppers to make an account before checking out, give them the option after they check out as a guest. Any extra hassle you can eliminate will boost your conversion rates—and reinforce customer satisfaction.
Understanding why people shop online and the various ecommerce motivations is key to making your store the best it can
Article by Alden Bert
