Impulse buying, in e-commerce, is the name given to the situation in which a consumer unconsciously gives in to the temptation to buy a certain product that he was not planning to buy when he entered your online store.
An SPC study published in 2015 showed that 53% of Brazilians had made impulse purchases in the last three months. Most of these consumers were women.
According to this survey, the biggest reasons for impulse purchases were:
• Promotions (51%)
• Attractive price (31%)
• Product functionality and beauty (6%)
• Ease of payment (4%)
The same study pointed out the places where impulse purchases happen the most:
• Supermarkets (30%)
• Shopping malls (20%)
• Virtual stores (17%)
• Street stores (14%)
Very well, the percentage of 17% for our business is not bad, however, I think there is always a way to improve this, which is to carry out actions that will facilitate impulse purchases in your online store, such as:
• Developing Buyer Personas that reveal the main characteristics of your target audiences, which you can use to facilitate purchases;
• Creating flash sales and promotions based on the behavior and desires of individuals in your target audiences;
• Incorporation of sales arguments based on Neuromarketing and persuasion techniques that stimulate spontaneous purchases;
• Use of resources such as PageSpeed Insights , which test website speed and provide optimization tips. Slow websites discourage impulse purchases and lead to customer loss;
• Using systems like SmartCheckout® from the Vtex e-commerce platform and one-click purchasing from Rakuten , which facilitates spontaneous purchases.
Furthermore, you can improve the design of your online store. An attractive layout with good usability can increase your sales. Also, employ cross-selling and upselling techniques , which highlight related products and increase sales and average order value.
