In a previous newsletter, we've discussed how important it is for your website to be Informative, Well Organised and Entertaining. Studies have found that these are the three main criteria customers will often use to form their opinion about any type of website.

These three factors are also important in influencing a customer's decision to buy your product or service online. However, they are not the only major influences.

There are 2 other key factors that influence whether or not your customers will buy online. These factors (supported by recent academic studies) are:

1. Perceived Security of your site

Browsers have significant concerns about the risks associated with providing their credit card details and personal information online. If you want to dramatically increase the level of purchases made online at your site, it may be necessary to target a significant portion of your online campaign at alleviating your customers' security fears. Clearly, reassurances about security and privacy provided by online retailers to date appear to have been largely ineffective.

A risk-free security policy (e.g. automatic refund for queried transactions) from the perspective of the consumer may mean your company as the service provider bears greater risk. But weigh this up against the alternative, which is lower or no online sales at all.

2. Previous online purchasing experience

Research has shown that browsers who have purchased online previously are more likely to purchase again. The implication for your business is that it may be more logical to focus communication and marketing strategies on targeting those who have purchased online previously - e.g., advertise on other online vendor sites, gain databases of people who have purchased from websites. By targeting these people, you are increasing your chances of reaching buyers who are already accustomed to online purchasing.

It may also be easier and more cost effective for you to focus on generating repeat business from your own previous online customers.

Some interesting findings to arise from recent internet studies have been the things which do NOT influence the online purchasing intentions of consumers. Factors which buyers find insignificant when deciding whether to purchase online or offline include price, seller reliability and convenience.

To find out how Freestylemedia can extend your online marketing strategy to maximise this knowledge about consumer online purchasing habits, email: fred@freestylemedia.com.au