While going through my notes for a recent University course I took called "Applications of Psychology" I realized that it fit in extremely well with buyer behaviour and internet advertising! Anyhow, although I wrote this for my own purposes here is an excerpt that I thought I would share… Advertisers have found a new means of communication to their potential customers — the internet! One survey noted that 40% of internet users are online primarily for shopping. Even users who do not make their purchases online find it is a useful method to gather to information on goods and services. Regardless of the high rate of online buyers, a large portion of website owners report disappointment due to their website responses. Things to consider for wouldbe companies advertising on the web:
Blogs and forums are useful for constantly and efficiently updating casual information to the website on a daily basis. This keeps users informed and allows them to communicate regularly with each other. Testimonials from consumers should be added and dated regularly so potential clients know the current status of products. Warm colours welcome users and affect their moods, which in turn will effect whether they are in the mood to buy or browse. Finally, include images of people using the product, shopping in store, using the product outside or wherever you can incorporate the product in an interactive setting. This will effect the psychological desire of going to the mall. The internet is growing everyday and the online group of shoppers is only going to increase as well. Prepare yourself for potential consumers and make the necessary updates to your website before you scare off your prospect buyers!
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I think that over 60% of people are online today primarily for shopping. I think this number increased because people have seen how easy it is to shop online, browse through a lot of merchandise from the comfort of their home and also get important discounts.
I think a lot of people have gotten used to the delivery time now. Most of them know how many days it takes for a product to get to their house. Maybe a 7-10% still worry about it nowadays.
Thanks for all these tips!
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I wonder what is the average age of the majority of online users who make up the 40% of people who mainly come online to shop.
Some of the obstacles leading to cancel a checkout process made me think that perhaps these potential buyers tended to do their activities offline. I would think that some of these barriers preventing purchases may not be seen the same way by an audience who prefers to make its purchases online.
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Thanks a lot the kind words! Hope you find other posts equally as helpful!
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Yes, driving conversions to the website is one of the most important things that spells success for a business. As you wrote, it’s really a psychological thing, to convert a user to a customer. And the entire site should be structured with this in mind.