Launching an online shop can be very lucrative. But in order to succeed, it is not enough to simply throw the products out there and wait for them to sell. Firstly, you have to attract potential buyers to your online shop (and this is everything but easy considering that there is an intense competition in just about every niche) and secondly, you need to make them want to buy from you. The good news is that there has been a lot of research on customer behaviour when shopping online, what they like (and don’t like) and what factors have the greatest influence on their decision to buy or not to buy. Listed below are some of the key “rules” to follow if you want your online shop to thrive:
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Simplicity, simplicity, simplicity. Just take a look at Amazon, eBay and other big players. See? A clean design and lots of products because all online shoppers are after one thing: products. So use a simple design which emphasises your products.
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Be clear about prices, shipping costs, returns and guarantees. Keep in mind that online shoppers are always on the search for the best deals. They will buy from you only if they are convinced that you are offering the best value for their money. So be sure to clearly display prices as well as shipping costs, returns and guarantees.
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Emphasise special deals, discounts and sales. Everyone wants to save a pound or two. A special deal, discount or sale will attract attention of every online shopper. And when you get their attention, you are more likely to attract their attention with products at regular prices as well. So be sure that special deals, discounts and sales are the first thing visitors of your online shop see when opening the home page.
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Trustworthiness. Competitive prices and quality products are not enough to convince your shop’s visitors to buy from you. If you want to sell anything, you need to gain the shoppers’ trust. How? Clearly display logos of groups and organisations that are associated with trustworthiness and security. You are also recommended to create About Us page and present yourself, what you stand for and what is your mission in order to demonstrate that your shop is a serious business.
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Take customer service very seriously. By answering your customers’ questions (either by phone or email) quickly and honestly, you aren’t only more likely to sell. Customers who are satisfied with both your service and products will recommend your online shop to their friends, their friends will recommend it to their friends, etc. Remember, word of mouth is a very powerful marketing tool.