International eCommerce is growing briskly and the selection of offerings and shops constantly rising. The advantage to the customer lies in deciding with only a few clicks in which shop to purchase. The challenge for the retailer rests in putting forward an attractive offering and effective purchasing impulses, which then entice the customer into buying. For which shop the customer finally decides is not left to chance, since they mostly know totally unwittingly and within seconds when they appreciate an offer and when not. But what lies behind this gut feeling?
People make decisions up to 95 percent emotionally, according to market researcher Dr. Ralf Mayer de Groot. This means that every customer has a purchasing motive, a desire. A bride buys a wedding dress because she wants to feel good on her wedding day, a sporty person buys protein to remain fit and stronger, while a secretary buys office supplies through a desire to work efficiently. When you as a retailer understand and serve the emotional needs of your customers, then their purchasing decision will land in your shop.
In eCommerce it is difficult to identify and make deliberate use of the individual needs of customers. You cannot ask your customers a specific question or give specific advice. Another challenge is added when you as retailer or manufacturer are just starting out. As a manufacturer, you still have no established brand and have built up no trust with customers, while as a retailer your shop is not yet positioned. This is why it is important for your online shop to address your customers’ basic needs as they view your product line. Using some examples, we show you how successful online shops like Amazon, Zalando, Otto or Notebooksbilliger skillfully create buying incentives:
Buying incentive #1: Share the experiences of other customers
Buyers want security and to take no risks. Especially with larger purchases, the customer trusts not the promise of the retailer alone, but also on the experiences of other customers. Use this to your advantage by publishing buyer feedback, thus creating transparency and trust. The most-widely prevalent here is the star system, as used by Amazon, for example. But also marking the top buys as bestsellers assists customers in their orientation.
Buying incentive #2: Emphasise savings
The prospect of the buyer saving on purchases is one of the strongest buying impulses for many customers – after all, the customer wants to have the feeling of concluding a good deal. Most online shops make use of this fact. Think about how you can most clearly highlight the savings in your case: You can strike through the old price and colourfully highlight the new, cheaper price, express the savings in percentages or absolute figures and thus address the customer directly: “You will save …!”
Buying incentive #3: Allow payments by installment
Even if high prices are justified for some products, they can still be a heavy burden to some customers. It is worthwhile here to offer product financing and to list this in the vicinity of the purchase price. For price orientation, a concrete proposal would suffice, for example “24 installments of 24.90”.
Buying incentive #4: Offer fast delivery times and reveal them
The idea that the customer will be holding the article in their hands next day is appealing to many buyers. Additionally, you also convey a certain credibility to the customer here: “Buy now and we will ensure that you receive the goods as soon as possible,” is to be the message. Amazon, for example, uses a “ticking clock” which promises the buyer that the item will be shipped same day if ordered by the indicated time.
Buying incentive #5: Create trust
As mentioned at the outset, it is difficult for new, non-established retailers to garner confidence in customers. Use quality-assuring and confidence-building seals near the prices to generate integrity. Here, symbols like “Secure Socket Layer” (SSL) encryption or certificates of quality management will help (TÜV, goods testing foundations). At the same time, offer the customer a closer look at these seals by clicking through for more information.
Customers are looking for the cheapest offer, but also want to make sure they buy at favourable conditions in a reliable shop. The major selling argument is and remains the price, since with price comparison portals alone, customers can find out within seconds where the best offer is waiting for them. For this reason, the key to closing sales is ideal pricing, where with an accurate and efficient market analysis you determine the price that convinces the customer. Our automated tool, the blackbee Business Intelligence software assists here. If you also take into account the items listed above about purchasing impulses, you will be presenting yourself as a transparent and trustworthy retailer with high prospects for success.
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