Turning browsers into buyers
Turning browsers into buyers
Selling successfully to people who browse on the internet has many of
the elements of ordinary sales and marketing, but there are some subtle
differences. For a start, the demographics of people who shop on the
web can be different from those who shop in the high street, unless you
happen to be selling hi-tech equipment or gadgets. Then there are the
limitations of the medium. The internet is good for products where you
can make a judgement based upon sight or sound, but less good where
smell, taste or touch matter. If you need more than sight or sound then
you will have to build trust - customers will need to have confidence that
fruit will be ripe, clothes will fit and so on. You can build trust by
establishing a reputation, and by reducing the risk to the buyer by
offering a truly no-quibble returns policy.
The key to sales is offering what the customer wants, at a price
they are happy to pay. In your ecommerce store, the buyer cannot easily ask
questions of you, so you need to provide all the information they require
to make a decision. It is very easy to drive someone away on the web -
the world is only a click away - so minimize the barriers to buying.
Remember, once they have arrived at your ecommerce web site, the
marketing has finished and the selling begins.
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