E-Commerce Case Studies
As an intro to our series on e-commerce case studies, we wanted to address what seems to be the hot topic on everyone’s minds, which is how to “trigger the sale”. Being able to trigger the sale usually amounts to developing a better conversion rate.
We have already discussed things like the importance of split testing, and the connection between conversion rate and price, as they relate to improving conversion rate. So for this post we would like to bump it up a level and take a more macro look at the question of how improve conversion rate.
“Triggering the Sale” on an e-commerce site is dependent on two factors which are closely tied together, and the first of these factors is trust.
There are lots of potential trust issues involved in an e-commerce transaction. The most basic doubt in the minds of potential first time customers may be the possibility of fraud.
If I am considering purchasing from a website I have no experience with, then the following thoughts may run through my mind: “what are the chances that I will pay for this product and never receive it”, “what if there are problems with my order, will I have any recourse”, “do they have any customer service”, and “how safe is my credit card information once I hit submit”.
Trust can also extend beyond fraud into doubts about the quality of the product, service, or alleged credentials of the company you are about to do business with.
After trust based obstacles have been successfully overcome we move to the issue of decision. Your customer as arrived at the “decision to buy” when they com to the point, either through a process of emotion and / or logic where they believe the benefits of your offering (real or imaginary) justify the item’s cost . As we will see in our case studies “trust based concerns” and the “decision to buy” are very closely related.
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