What are consumers looking for? A new survey conducted by Webcredible, a user experience consultancy, has brought up some interesting findings. While for many years, consumer habits of online shoppers where largely driven by price, it has now been identified that reputation may be the biggest driving factor.
Apparently 28 per cent of the 1,300 people who were polled between April and June said that they are more likely to be persuaded to make a purchase online by the reputation of the site , not it’s prices. This indicates that consumers are largely concerned with the security of a site when making purchases.
Even with the credit crunch, price came second to reputation in what persuades consumers to buy online with a total of 26 per cent. This shows that people want a brand they can trust who will be more likely to offer better customer care. So with online fraud being at the forefront of many online buyers minds, having a safe and reliable site is what they are wanting over the best prices.
The design of a site (16 per cent) and ease of use of the site (15 per cent) were up next in persuading users to buy online. The last result of 4 per cent shows that consumers are least likely to be persuaded to purchase online with special offers.
Overall, if you are wanting to get the most out on your online retail site take some tips from Mrudula Kodali, Senior Consultant at Webcredible who states:
“Given that so many online shoppers are affected by all these factors, persuasion needs to be a key focus for ecommerce sites. Retailers must ensure that their websites are well designed, easy to use and well-optimised for search and combine this with competitive pricing and a well-built reputation. Only then will they be able to really maximise revenues by making the most of these online shoppers that are open to persuasion.”
But what are you driven by when making online purchases, price or reputation?
Tags: marketing, new survey, online retailers, websites
