Today, buying behavior on the Internet is very specific. It needs to be understood in order for actions to be targeted in the right way. To get an idea, among smartphone users, 96% search online before buying in a physical store. But don't step on it! If you create a bad experience on mobile, 40% of people will not return to the virtual store.
In addition, there are several take-action factors. If there are reviews from other shoppers, the public feels 63% more comfortable closing a deal. However, if the reviews are negative, 80% will go back on their decision.
Only by knowing the audience thoroughly will it be possible to offer exactly what people expect. Therefore, see in this post some tips to understand how buying behavior works on the Internet.
Do Market Research
When you want to know something about someone, the most practical way to do this is through questions, right? To understand the buying behavior on the Internet, it is not much different.
Through market research it is possible to ask customers directly what they expect or want. With consistent questionnaires, it is possible to understand how your brand is perceived, how the decision-making process occurs, and what the predominant factors are.
For this resource to work well, it is fundamental to plan the questions very well. Avoid questions that have only "yes" or "no" as answers. Try to dig deeper qualitatively to get a broader view.
Ask Yourself About The Target Audience Profile
The answers from a market research are useful, but it is necessary to go beyond to understand the customer in an optimized way. So be prepared to dive deep into the minds and decisions that your customers make.
The best way to do this is through asking the right questions. This is the perfect time to ask questions such as:
- what information does your customer search for on the internet prior to purchase;
- who or what influences their decisions;
- how he looks for and buys a product;
- what products and services he looks for and buys;
- how often they make purchases;
- what are their pains, doubts or motivations for making a purchase;
- what the customer's real needs are.
The intention is to have a complete view of what makes the consumer decide that, finally, it is time to make a purchase. Data can help, but your experience with your audience also counts.
Do A/B Tests
Selling over the Internet has the great advantage that almost everything is measurable. With this, any change will already generate an impact. To make it even better, how about making controlled changes yourself?
Basically, this is the premise of an A/B test. In it, you will maintain the conditions and change only one variable. It could be the case of changing the font color of the product page, changing the position of the sales button, or even increasing the size of the photo.
By analyzing one change at a time, you will know what has an impact on the market, and thus it is simple to discover new points about buying behavior on the Internet.
Do a Good Metrics Analysis
Metrics are fundamental to any performance, especially online. With the evaluation of results, you can get a very complete picture of your target audience.
Some relevant analyses include:
- entry page to the site;
- time spent on the client's visit
- products viewed
- cart abandonment rate;
- exit page and so on.
With good plugins in your address, you just can't map your customer's thoughts, but you can get very close! If you combine all this with the use of a CRM or Business Intelligence (BI) system, it will be even easier to find behavior patterns and important characteristics.
By doing this, you will have a better understanding of the buying behavior on the Internet. From there, all you have to do is use the information in favor of your business and reap the results.
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