How to Transform Your Visitors from Browsers to Buyers
A key question you may ask yourself when planning your e-commerce web site
is how do I turn visitors to my web site from "window shoppers" to buyers
of my product or service. This section of our e-commerce planning guide will explore
this.
Psychological Factors which Effect Internet Purchases
Price-not necessarily the number one factor.
Many people would argue that price is the number one factor motivating people
to purchase on the web. Certainly, price is an important.
According to the GVU 10th Internet demographic survey (http://www.cc.gatech.edu/gvu),
the most important factors are convenience and variety.
Main Factors web sited for not purchasing.
In the same survey, respondents said that the main factors for not purchasing
were security, lack of privacy and quality.
The Psychological Landscape of the Internet
The number one concern of Internet surfers is privacy. Look at the backlash
against things such as mass e-mailing (junk mailing or "spamming").
Why is this?
Because the Internet is a very personal medium. It is different than an
other interactive medium in the sense that you surf the Internet from the privacy
of your own home, from your living room, bedroom or den. You have control over
the content that comes to you. Unlike television you actively interact with this
content. The computer exists within your personal space. When you go to an e-commerce
web site, you interact anonymously, without obligation.
These psychological factors should not be dismissed. Many large corporations
have, with near disastrous results. A good example of this is Intel's near disastrous
introduction of the Pentium III. Intel put a unique "electronic serial number"
inside each chip in order to reduce fraud in on-line credit card transactions.
What Intel thought would be a boon to electronic commerce turned out to create
a tremendous outcry in the on-line community. Many people felt that they would
loose control of their privacy. The public outcry began to overshadow an otherwise
positive product introduction. Intel withdrew the passive implementation of this
feature (a user must now actively turn this feature on if they want it).
People expect information to be easily accessible and without charge or obligation.
People view the web as a grand repository of free information. You will generally
produce more ill will than income by asking people to sign-in and divulge personal
information or pay in order to get information that they can access for free from
else where on the web. Of course there are exceptions. Examples are a company
such as Jupiter Communications or Lexus/Nexus that are well know for there extensive
and reliable information databases, then you can charge for your on-line service
What You Should Do?
Gain your customers trust by:
- Make you web site personal, engaging and appealing.
- Let your customers know who you are.
- Respect Your Customers Privacy
- Make Sure to Clearly Indicate That There Orders are Secure
- Give Your Customers Real Value from Your Web site
- Give Your Customers a Clear Reason to Order From You Rather Than Your Competition
Last Word
We hope that you have found this e-commerce planning guide valuable. You can
find more information that may be of value by following the links below. We value
your feedback. Send us
your comments. You comments are completely confidential see our privacy policy for more information.
Celestial Graphics will be happy to discuss with you the specific e-commerce needs
of your business, governmental or non-profit organization.
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