This blog takes its source from Webloyalty Research: How to Gain Online Customers (free download).
This week the Webloyalty blog discusses online consumers and looks at how a retailer can attempt to convert their prospects into customers. Last week, the Webloyalty blog discussed e-Retailers: How to Strengthen your Online Presence.
Arguably, the key to retaining customers online is simply to provide interesting web content to keep visitors engaged. Engaged visitors can equate to retained sales so don’t blow it on what some refer to it as the ‘first date’.
Content is King
Securing visitor engagement via the right types of content is important for two reasons. Firstly, people who browse the internet usually have a very short attention span and are often unwilling to give poor quality sites (in terms of design, navigation or content) a second look. Secondly, online consumers are often distracted by the ever increasing banner adverts we see online which usually showcase incentives such as e-coupons. This means that retailers need to quickly engage and stimulate the consumer with their in-house and on-site marketing techniques.
In addition to providing interesting content, the ease of on-site and on-page interaction should also be attempted to be made more straightforward. For example, if a retailer’s site was to offer loyalty rewards via a ‘savings key’ the consumer would instantly be aware of the benefits that this savings key can provide, such as collecting points on rewards by logging into a member’s area.
Converting browsers into buyers
Across the online sphere, the vast majority of online retailers are struggling to convert browsers into buyers. According to the Webloyalty research, the clothing sector has the lowest online conversion rates, with 1 in 10 browsers converted to users. On the other hand, food retailers have the most successful conversion rates, but this is still only at 29%.
According to this research, Webloyalty calls these browsers either ‘butterfly consumers’ because they flit from site to site; OR ‘accidental tourists’ who stumble across the threshold.
The butterfly consumer
The first type of online consumer is the ‘butterfly consumer’ that visits several sites stopping briefly at each one. They may return to make the purchase at a latter date or they may make the purchase elsewhere.
The accidental tourist
The second type of online consumer is referred to as the ‘accidental tourist’. These are consumers who visit a site almost by mistake as a result of a banner advert that they may have clicked on. Unlike the butterfly consumer they have no intention of making a purchase. This type of consumer is very rarely seen offline, as they already know what the shop has on offer.
Get started on sticky content!
To ensure both types of browsing customers make the purchase from your site, it is always important to create sticky or engaging content.
What type of an online browser are you? Next week, we will discuss the types of content that will make the online browsers love you! Stay tuned. If this post interested you, have a look at this free download: Webloyalty Research: How to Engage Consumers Online.
Webloyalty Research: How to Engage Consumers Online (free download)