Purchase decision in e-commerce is a mental process that the consumer goes through when he is about to purchase a product in an online store, marketplace or other type of e-commerce site.
Basically, this process takes place in four steps. The first one happens when the consumer recognizes that he has a problem that needs to be solved. The second is when he starts looking for information about products that can solve this problem. The third refers to the evaluation of product alternatives. And the fourth, finally, is when he makes a decision, that is, he makes a choice and finalizes an order in a store.
In this process, the consumer can get completely lost, mainly due to mismatched information. It may, for example, take a long time to find a solution to your problem. Or, even, he may not buy a product after reading a negative review made by another customer, among other things.
Be that as it may, to speed up the purchase decision it is always important to make the consumer go straight to the point. For that, you need to eliminate the obstacles of searching, comparing and completing a purchase. In fact, you will be able to sell much more and much faster. Keep reading!
10 FACTORS THAT ACCELERATE THE PURCHASE DECISION IN E-COMMERCE
To accelerate the purchase decision in e-commerce, optimize the following factors:
01 - Personalization:
Use technologies like Smarthint , which allow you to automatically customize your online store's shelves according to each customer's preferences. This way, you improve the shopping experience and make the decision-making process easier.
02 - Design:
Test the efficiency of your e-commerce design and layout using A/B testing , heatmaps, session recordings, and other tools, and then optimize every detail of your store so that consumers can shop in a simpler and easier way.
03 - Content:
Consumers often don't buy because they can't find enough information about the product they need on the sales page. So try to create rich content with photos, videos, descriptions, fact sheets, infographics and other resources.
04 - Service:
There are cases where product information, no matter how good it is, does not surround all consumer doubts. Then, it is worth having a chat, preferably with human assistance, to help in the decision-making process.
05 - Opinion:
The research “ The Profile of Consumer 3.0 ” (2018) revealed that 70% of online consumers trust the opinions of other consumers. In this context, tools like Bazaarvoice can collect and display audience content and assist in the product evaluation process.
06 - Checkout:
Complicated checkouts with many steps are obstacles that undermine the purchase decision. The ideal is to make use of technologies that allow the purchase with one click and without the need for passwords. This will certainly increase impulse purchases in your e-commerce.
07 - Speed:
Slow websites generate a lot of shopping cart abandonment, meaning they cause consumers to give up on buying. Therefore, it's important to analyze your online store using tools like Page Speed Insights and then make the necessary optimizations.
08 - Promotions:
Offer discounts and promotions on your e-commerce. Before buying, many consumers scour various stores in search of the best deals. And just find a proposal with a slightly lower price or with some advantage to make a decision.
09 - Loyalty:
Features like recurring purchases, recurring payments, repeat orders , and subscriptions promote customer loyalty in your e-commerce business. Therefore, when a customer becomes a regular, purchasing decisions tend to be much faster.
10 - Delivery:
Sometimes faster delivery is all the customer wants. In other cases, however, the customer wants to pay cheaper and, therefore, does not mind that the order takes a long time to arrive. Then offer good options for such cases and facilitate the selection process.
As you can see, to speed up the purchase decision it is necessary to improve several small details within your e-commerce. But in addition, your online store must also convey credibility to the public and must generate enchantment.
And last but not least, if your business has many online and physical stores with multiple customer touchpoints, it's essential to invest in a good unified commerce platform . This way, you can offer a seamless shopping experience across all these channels, further facilitating your sales.
IN ADDITION TO THE PURCHASE DECISION, THE POST-PURCHASE
Post-purchase is the name given to a set of procedures aimed at guiding the customer towards their next purchase. In other words, this concept refers to how you treat your customers after they have made a purchase.
If customers feel that the post-purchase experience is good, then they will definitely come back sooner or later to buy more. However, if the experience is bad, they are unlikely to come back to your store, and worse than that, they will start shopping at your competitor's store.
To generate a quality post-purchase experience, try, for example, offering multiple customer service and support channels, treating the customer with respect, requesting feedback and offering complementary products, among other actions.
With this, your e-commerce can not only facilitate the purchase decision, but make customers become spontaneous customers and promoters of your brand in the market.
As soon as you can, click on " Customer Relationship Management in E-commerce " and learn how to get a customer to buy multiple times.
