Wouldn’t it be nice if we could get in the minds of our customers for a day? Through the endless bounds of the Internet it can be an arduous task to understand what your customers are thinking, but luckily market research can give you some insight as to how your customers make purchasing decisions and how they behave online.
Understanding the buying process that customers go through can go a long way in bringing more leads and sales to your online store. In a report released this year, Demac Media showed the importance of reviews, getting customers to return to your shop, and driving traffic through social media.
If there is one certainty in the world of Internet shopping, it’s that consumers don’t trust what a business has to say about their own products. No matter how truthful you may be about what you’re selling, a potential customer will be skeptical about your motives, which is why customer reviews are so critical. People trust what others who have bought a product have to say. If somebody was unhappy with a product or service they are going to make it known, and, generally speaking, the same applies if they absolutely loved it.
In Demac Media’s report they found that 96% of purchased products had an average rating of 4 stars or higher. Make sure that you encourage feedback for your products to generate more positive reviews and keep more people on your website for longer periods of time. Giving customers an experience they will remember, products that exceed their expectations and service that makes them feel welcome and important will increase the amount of 5 star reviews you get, which are 126% more likely to be purchased than 4 star reviewed products.
Almost half of all shoppers are new visitors, but getting customers to return is how your business can make more money. Shoppers who first visit your website are not likely to make a purchase. However, on the second visit the conversion rate goes up by 97%! This just shows that people like to shop around before making a decision on where to buy from. If your website stands out from the others with a good presentation, lots of positive reviews, and of course, great products, more customers are likely to come back.
While returning customers only make up 15% of all customers, it is returning customers that spend the most money. Obviously if somebody is happy with your services they are more likely to buy from you again and recommend your business to others. There may not be as many returning customers as new customers, but returning customers account for 33% of money spent and 3 times more than one time shoppers on each visit.
Social media can be fickle beast at the best of times. Trends can be impossible to follow and new platforms seem to appear all the time. While it’s hard to keep track of them all, you can pay close attention to which platforms your shoppers originated from. In Demac Media’s study they found that 93% of all social media traffic originated from 3 platforms, Facebook (68%), Pinterest (13%), and Instagram (12%). These numbers are a great start, but remember to watch for which social media platforms your customer base is using.
The traffic generated from social media also does not tell the entire story. While Facebook generates the most traffic by far, the customers coming from Facebook are not as likely to buy. It is customers that come from Pinterest that place the highest valued orders compared to all other social platforms despite Facebook generating 55% more traffic. Contributing to Pinterest’s sales power is their new “buyable pins” feature. Keep an eye out for social media features and Call To Action (CTA) functionalities that could be beneficial to your business.
There are many tools at your disposal that can help give you a better understanding of your customers. Make sure you interact with your customers as much as possible through things like reviews, social media, and surveys to get an idea of what they think of your business. Researching studies can help you find more ways to attract customers to your website and having high quality products and smooth, welcoming service will keep them coming back for more.