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Why do we shop online? For a variety of reasons -- like price comparison, convenience, speed and information. But in order to attract and maintain online shoppers, the real question is how do we shop online?
Through years of experience, we've uncovered five different shopping behaviors that we take into account when designing your site:
- The Grab and Go: This consumer already knows what he or she wants and buys from the first site that makes the product or service readily available. To attract this consumer, your site must be both technologically accessible and navigationally clear.
- The Browser: This consumer is killing time surfing the web. They have the potential to buy something, but may not due to distractions or difficulties with your site. Therefore, your site must meet the criteria for the Grab and Go shopper, but must also be visually and interactively intriguing.
- The Searcher: This consumer is looking for a specific product or service, which may or may not be available on your site. If you do offer what this consumer needs, your site must integrate accessible product information with interactivity and ease-of-use to retain and complete the sale. Having a more engaging site than your competition is key here.
- The Info-Gather: There is no guarantee that this consumer will buy online. However, an engaging site that makes product and service information easily accessible may be enough to lure this consumer into an online purchase.
- The Communicator: This consumer is an existing customer that needs access to a product manual or has a question or complaint regarding a previously purchased product or service. In order to maintain a relationship with this customer, your site must not only possess intuitive and logical information design, but must clearly display your contact information or a contact form. The less complicated this process is, the better.
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:: web media
:: e-commerce
:: digital marketing
:: search engine advertising
:: interactive
:: e-learning
:: print media
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