E-commerce is becoming increasingly important, especially during special dates that become hot periods in terms of shopping. The Christmas campaign now being developed is, in fact, one of those times when consumers use bulk e-commerce and is also one in which sellers are more concerned with understanding what consumers want and what do they end up fleeing their electronic stores.
Internet use different scales to determine if they want – or not – buy in a particular store and sellers should be very alert to their reasons if they want to keep within their ecommerce and convert them into customers. There are elements that are decisive in establishing the success or failure of online sales, such as the fact that the first minutes are crucial. What the customer receives temporary impact on that first mark which will in the next few minutes. But that is not the only element that will include on purchasing decisions, as consumers take certain references and fixed in a few more things to establish whether or not they want to buy.
And one of the elements that are key for consumers when buying is what others think. According to a study of VWO on motivations (and disincentives) of online shoppers, the opinion of others is essential to push the balance in favor of a purchase. According to the study, 55% of buyers consider the opinions of other buyers as important to make the final purchase decision factor. And although other percentages are less interested or indifferent to them (23 and 22%, respectively), who base their purchasing decisions on what they think the others are majority.
One of the major headaches of those responsible for online stores is the fact that some consumers take the time to look, they are tempted with all the incentives that manufacturers can draw and when the moment of truth arrives, they throw back. The shopping cart is half and the online store fails to close a sale. What makes these consumers change their minds in the final moment?
There are several reasons, the study of VWO; although one is the winner. Shipping costs are those that make the greatest number of consumers abandon the purchase. 28% said that the reason that leaves half the purchase is by the appearance of some unexpected expenses shipping (and obviously raise the price of the product). The importance of getting a free postage is such that, according to the survey data, 24% of consumers would be willing to spend more than I thought if that could manage to reach the minimum required to have free shipping.
The other two main reasons for abandoning the purchase also have much to do with usability issues and make it clear from the outset the conditions of sale. A 23% drop out because the site requires you to be a user account and 16% because I was doing research on the product and not really wanted to buy it.
The next large block of concerns and errors has to do with prices and payment. A 13% drop out because payment methods do not offer confidence and 12% because who does is not the checkout process. When the time to empty the cart and purchase arrives, he finds that the process is too confusing. 8% do not buy because you do not find the coupons I wanted to lay hands on time to pay.
The question of prices and payments is quite important since afford it mean, for many consumers, solve any problem and resume previous acquisition abandoned. 54% are sure that you buy what you would not buy if they should offer a discount coupon to come back and do it.
