Encouraging Spontaneity in Purchasing

Feb 28, 2014 insic 0 Comment

Nearly 70% of all online shopping starts from a search on a smartphone. Four fifths of these searches are spontaneous. Over 80% of these spontaneous searches lead to spur of the moment purchases. If those statistics don’t bring home the importance of fostering spontaneous purchases, then nothing will. The fact of the matter is: with mobile phones and tablets allowing people continuous access to information about nearly anything they can possibly think of, shoppers are more spontaneous than ever. There are several tried and true ways to encourage this spontaneity from beginning to end.

The Many Faces of Ads

The Many Faces of Ads

Advertising doesn’t just mean that you’re putting your name on billboards, in print, on the radio, or on television anymore. Although it still does mean that you want to advertise in those ways, those aren’t your only options. Advertising, as always, is your most powerful ally. If a customer who owns a smartphone sees an advertisement that they enjoy, nearly three quarters of them will search for the product. And that is just for retail or manufacturer advertisements. This doesn’t even account for word-of-mouth referrals which are trusted twelve times as much as literally any advertisement you could make.

More often than not word-of-mouth is coming in the form of social media posting which can significantly increase sales. Of all Facebook users 75% of them will actively ask for shopping advice from friends and 81% of shoppers will passively get ideas for what to purchase from friends’ posts. Making sure that you are advertising a product that people will rave about is just the beginning of making sure that your brand is supporting spontaneous shopping.

Optimized for Mobile

Optimized for Mobile

Again, once your customer sees rave reviews or quality advertisements that pique their interest in your store or product eighty percent of them will spontaneously search for it on their mobile device. Once they find your site, what they see should be well-designed and optimized for mobility.

If your site is not optimized for these spontaneous shoppers then it will automatically drive away well over three quarters of those possible customers, nearly half of them directly to competing businesses; therefore ensuring that your website is properly optimized for these spontaneous shoppers as well as accept all kind of payments by utilizing a powerful web shopping cart. Statistically, having a poorly-designed mobile site is not only great advertising for competitors, but is akin to closing your shop one day per week.

The Shopping Experience

Shopping experience

Your shopping experience should be as easy as choosing what the customer wants, paying and getting on with their lives. You may, or may not, be surprised at how much of this experience comes directly from inside of the cart rather than the storefront. What you might not be aware of is the fact that the cart is where you will lose most of your business, regardless of how good the rest of the experience was. There are ways to minimize the cart abandonment by fixing up those rusty wheels on your online cart.

First of all, make sure that your customers can change their mind about how much or what kind of product they want right from their cart, without having to go back to the product page. It may seem like a minor change that saves only a few seconds but, to a mobile user, a few seconds may as well mean that your server is down.

Second, work under the assumption that your customers will leave your site because most of them will. While you don’t want to calculate your estimated quarterly earnings based on the idea that they’ll come back, modify your cart’s features under the assumption that they’ll be back. Make sure that when they return to your site they have everything that they did prior to leaving. This, just like being able to change the quantity and options, will save valuable seconds during their spontaneous shopping trip.

Finally, make sure that you accept all kind of payments by utilizing a powerful web shopping cart. You don’t want to lose a customer while their wallet is out or you absolutely will send them to a competitor.

About the author: insic

Subscribe in my RSS Feed for more updates on Web Design and Development related articles. Follow me on twitter or drop a message to my inbox.