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Key Drivers in Purchasing Online

Thinking about the Key Drivers in Purchasing Online, issues that impact on a customer when purchasing online (or even purchasing through a traditional route i.e. in-store or from a sales call). Objections could be seen as “needs” in disguise. By answering these objections can help in the decision-making process

  • Why should I
  • Do I really want too
  • Am I ready

In the online world there are often indicators to encourage purchase

  • Timers – countdown how long the product on offer for
  • Counters – showcase – sales being made (and hence how much stock left)
  • The number of people viewing this item identified
  • Sold out slapped across products to illustrate that others were prepared to buy
Key Drivers in Purchasing Online

10 Factors for consideration

#1 No Hurry

  • What’s the rush to buy?
  • Are you encouraging purchase by offering a limited time % off
  • What is the time challenge that will encourage a customer to purchase

#2 No Money

  • A customer might want to buy now (see point 1) but might not have the available cash. So how can the customer purchase
  • Can you offer alternative payment mechanisms / approaches that allow the customer to purchase?

#3 No Belief

  • How much do they trust your brand, product / service, promises?
  • Do they need a guarantee?
  • Do they need a leap of faith?

#4 No Ability

  • Have you considered that your proposition might be so complicated they need specialist skills or knowledge to interact?
  • Are your systems both people and technical geared up to help?

#5 No Time

  • Can the person buy from you in the time they have
    • Amazon is a master of this with its “Buy Now” button if you are an existing customer
  • How complicated is it to buy from you for the first time?
  • Has your desire to capture data complicated the purchase process?

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#6 No Fear

  • Would I like to buy what you have but I “perceive” that there might be a threat?
  • The classic comment of “This site / retailer looks dodgy” lets buy from a reputable established supplier
  • Fears and worries are hard to discern and will vary significantly amongst your different customer personas

#7 No Awareness

  • Does anybody know about you
  • The fundamental challenge to get found or to communicate with those who might be customers
  • Your product might be brilliant but if nobody is searching because they don’t know what to search for you will remain unknown

#8 No Understanding

  • Do they get your offer quickly?
  • Can I easily differentiate between the levels of service that you offer?
  • Can I easily establish the value provided?
  • Example wetransfer.co.uk/pricing

#9 No Feeling

  • Do They want to feel good? Now this might sound strange but I recently purchased a connecting cable for my I-phone a £7 product purchase, that when I actually got the product made me feel good. They adopted 3 key approaches that could be adopted by anyone selling physical products. If you would like to receive the case study email me andrew@bdolphin.co.uk

#10 No Next Steps

  • Is it easy to see what the steps are in making a purchase?
  • If I can see them can I take them 1.2.3

Key Drivers in Purchasing Online

For more information on marketing, ecommerce websites and sales click here. To contact Andrew Goode an experienced marketing professional and learn more about approaches to improve your website performance click here

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