Focusing on an online consumer’s traits and shopping habits can demonstrate what’s working – and what’s not – to an ecommerce company’s organizational leaders. These characteristics are crucial to the success of the ecommerce company. Let’s take a look at three of the most important audience qualities and how businesses can gain in-depth knowledge about them:
1. Omnichannel shopping
It’s common for clients today to utilize more than one platform when completing their searches for certain products and services. It’s critical for ecommerce companies to get rid of the barriers between various online outlets, according to SAS Institute. That means ensuring consumers can make purchases through social media, the business’s website or via mobile device. Being able to buy on all of these channels engages the customer on a higher level.
“It’s not uncommon for shoppers to abandon their baskets before making a purchase.”
2. Basket savers
We’ve all done it: Added a large number of items into an ecommerce shopping cart only to stray from the page before making a purchase. According to Baymard Institute, almost 69 percent of online baskets are abandoned. This is obviously a problem for retailers, as they want people to purchase those goods at that time – or return to buy in the future. Certain factors weigh into a customer’s decision to purchase or leave their shopping basket, including the availability of a discount, shipping prices and methods and communicated needs of the fill-in form, according to Shopify. Online organizations need to ensure these items fit their audiences’ needs and expectations to reduce abandonment.
3. High expectations
The internet has made consumers much more aware of their options and the level of service different businesses provide. As a result, they have much higher expectations for their shopping experience than ever before. According to Nielsen, online customers want ecommerce interactions tailored to their needs, including 24/7 availability in a variety of formats.
Business analytics can help
Being able to recognize and manage online consumers’ shopping characteristics and behaviors can be challenging for ecommerce companies. More often than not, these web-based businesses will need as much assistance as they can get. That’s where business analytics come into the picture. These tools help organizations improve their marketing outreach efforts as well as important elements of their online store. With this data, ecommerce companies can gain a 360-degree view of their customer, anticipate what clients are looking for and stay ahead of the curve in the ecommerce market.
SFG provides the business analytics tools ecommerce companies need to understand their current and future consumer base.
