Understanding The Buy-Ology Of Web Customers
When it comes to designing our websites, we know that we can go carte balance. Hello! Of course, we can because it’s our website, we can do whatever we want. Well here is where you need to stop. In this feisty competition, you are not the boss of you, because there are plenty of vendors out there that are catering users what and how they want things to be served.
Consequently, we have come across several new terms such neuromarketing that is designed to have a holistic view of the development. This is a new science that aims at quantifying and improving relationships between brands and their potential buyers. The aim is to statistically analyze the behavior of a user and understanding the psychology behind their buying decisions. This helps businesses that are not doing so well to ameliorate their marketing strategies and is one of the crucial steps of smarketing (smart-marketing).
No matter what you sell you are not going to boost your business conversions unless you serve your p customers on a silver platter.
In this global IT space where a lot of ruckuses is going in the market you need to penetrate into human psychology so as formulate the right marketing strategy.
How to begin with?
Behavior analysis come under strategic business analytics which aims at finding out user behavior while browsing on eCommerce platforms, web applications, and online games. Though these terms are interrelated, behavioral analytics simmers down to extrapolate, forecast trends and figure out errors in eCommerce development and thus it is a subset of behavioral analytics. It aims at delivering a comprehensive view of data, and this is done by connecting individual data points to not only take cognizance of user behavior but what the factors on which the behavior is contingent upon. For this we have ample lot of analytical platforms such as Google Analytics and others that gives data on which you can construct your marketing strategy.
Know your audience:
These platforms capture data while websites or web apps, gaming apps are in use by platforms. Data such as clicks, navigation path, purchasing decisions, response to marketing and social media interactions. This is not it as they capture quite essential details such as click-to-conversion time and can compare vital data such as time spent on the website and value of the conversion.
Using these data points, analyst analyzes the behavior of customers looking at the progress from when a user entered the website and what all actions he did till he moves towards the final purchase. This includes the complete timeline progress towards the final purchase of the item. This helps the developers to figure out the problems existing in the websites and also helps them to take progressive actions that can help them to improve the user experience.
These tools help you analyze the previous sales according to the region, holiday or shopping seasons such as Christmas or Black Friday, product category, also the economic circumstances and several other factors.
Uncertain user behavior
There was a very startling analytical study in which the data revealed that a huge chunk of users went to a certain eCommerce platform by typing “Thai food” on Google. However, after landing on the homepage they went on the “Asian Food” section and after some time they moved out.
Considering this sample one can not use this data to come out to a certain conclusion.
To overcome these issues we now have quite extensive to get crystal clear picture of what data is trying to reveal and not mold the data as per one’s perception.
“What Information Do You Look For When Buying a Product on the Web?” was a question asked in a survey conducted for Danish shoppers and the results were:
- 82% of the buyers said they look descriptive information
- 62% of them said they look for price comparisons
- 21% of them said they look for a background check of the vendor
One of the most important thing we need to note that only 21 percent of the people bother to check the background of the website. This might lead to various interpretations that people only goof around on the online shopping sites with no serious motive of buying. The stimuli can be plausible because people are unable to validate the online vendors and thus cannot vest their trust in them. This can also be interpreted as people are more likely interested in purchasing products and hardly pay heed from where they are buying.
Though, Google, the undisputed winner of the search engines, seems to face competition in the analytics worlds as a stalwart in the eCommerce sector like Amazom.com have entered the race of behavioral analytics. The company masters the art of recommending additional products to the customers that they might buy, and this is based upon their records of previous orders on the site.
Why do people come on shopping websites?
A. Utilitarian value
B. Experiential value
The former ones come to save their time, save their money, explore large market section, and avail excellent home delivery service.
Wherein, the latter ones come merely for entertainment and find shopping websites as an escape.
Penetrating into BUYology
To get to understand the behavior of your potential customer, you need first to answer the following questions.
- What do they wish to buy?
- What is the need to buy?
- Which medium they prefer to buy?
- What is the time or occasion they prefer to buy?
- Where they prefer to buy?
If you can figure out the answers to these questions, then you can certainly get the right response or stimuli to your marketing strategy or rather fabricate the right marketing strategy to get the required stimuli. A general buying cycle is shown in the figure below.
Purchases are further driven by four prime factors:
- Cultural factors
- Social factors
- Personal factors
- Psychological factors
What are you doing as an online seller?
( Looking at that we can say that online shopping do have a lot of advantages!)
Based on the discretion and preferences of users there are few questions which an online seller needs to ask himself:
Are you luring using the lowest price card?
Well, who on earth won’t like to buy products at reasonable rates. Everyone does. This is the reason statistics show that consumers opt for a lot of price comparison and search for the lowest price. However, it is difficult to determine whether people do not consider price inflators such as handling charges or shipping cost, their research factor or what affect their buying decision. For instance, there are several perceptions lingering in the market that they deem a particular website as the retailer of goods at a reasonable rate, or people can go on comparing goods at the product level. Most of all you can also not predict what a customer is looking for that particular instance of time.
Do you render a hassle free experience?
There is no gainsaying to the fact that users like the seamless browsing experience on eCommerce sites, and they need a hassle-free purchasing experience right from searching for the product to payment and checkout process. Though one cannot find what exactly is the success parameter to gauge that as all the applications have different expectations and targets from their business app. You need to figure out things that irk the users and compels them to abandon the application. Do not worry if you already have a website, as this is not an incorrigible mistake as using analytics tools one can easily figure out their mistakes and correct them easily.
What have you done so far to win their trust?
A user certainly cannot give away his or her credit card details to any random website. Trust is certainly one of the most important factors that every online buyer looks forward to. It is now incumbent on the website to leave hints for the users to trust them, which can be either explicit or implicit. If you are using the explicit way, which means if you are ranting and raving on your website that you are trustworthy then suffice by giving them a highly professional website.
Is your website visible?
Awareness of the users is another quite important factor that highly affects the buying decision of the users. You exist in perfectly fine, in fact good, but how will the one who need you come to know about your existence. It was until Columbus discovered America we came to know about its existence. Thankfully, now you do not have to wait for the customers to bump accidentally into you as now we have social media platforms, public relations, advertisements, and several other platforms that we can use to disseminate to the public about your existence.
Empowered Users, what’s your call?
E-commerce stores are a dime a dozen, and this has certainly empowered the modern age buyers. So if you think that you can sustain this nip and tuck competition without marketing and analytics then you preclude the slightest possibility of conversion.
Buckle up your shoes and get ready for this feisty competition.
Author Bio :
Sophia is a renowned WordPress developer by profession and is currently handling a suite of WordPress development projects. In case, you have made up your mind to enhance WP website then it is better to hire WordPress developer who can serve you the desired services. Sophia already has multiple WordPress-related articles under her name.