81% of shoppers research online before buying
A recent study conducted by GE Capital Retail Bank has found that 81% of people look at products online before making a purchase in store. The number of people who conduct research online before making a purchase decision has increased by 20% in the last year.
In addition, the survey found
- Consumers spend an average of 79 days gathering information before making a major purchase
- 60% of consumers start their research with a search engine before heading to a specific website
- 88% of consumers made their final purchase in store
- 66% of shoppers conducted their research on a PC or laptop at home and 15% conducted their research on a mobile device at home
- 19% think it’s very important that retailers have mobile friendly websites
- 79% of shoppers feel empowered by technology because it provides access to information
What do these results tell us?
We know that websites are important to your bottom line. It is important that your organization is easy to find online and that your website is easy to navigate. The content of your website should speak directly to your audience and answer any question a potential consumer might have. Does your website represent your brand? Here are a few things you should consider.
- Are you using Google Analytics or another analytics service? It is important to gather data that can provide insight into where your customers are coming from, what they do when they are visiting your website and why they are leaving your website. Could you be doing something differently? Your analytics will help you to get a clear picture of the visitor’s experience. Click here for more information on analytics.
- Are you writing for search? When you create content, be sure to consider how people will find you. The study mentioned above found that 60% of people start their search for a new product on a search engine. It is important that your online content is crafted in a way that makes it easy for people to find you. Publish to your company blog frequently and use keywords that you know your customers will use when they are searching for a product or service you offer. Click here for more information on SEO.
- Have you considered responsive web design? You don’t want to miss an opportunity because someone is looking for information about your products and services, but they can’t read your website on their mobile phone. Mashable says that 2013 will be the year of responsive design, which means that many companies will be investing in their online presence and ensuring that is available and readable on any device: PC, laptop, mobile phone or tablet. Research shows that 19% of consumers already think mobile friendly websites are important. Click here for more information on our design and development services.
A final thing to consider is what your competitors are doing. Because the path to purchase begins online it is important that your website represents your brand and showcases your products and services. You should strive to provide more information and a better experience than your competitors to ensure people choose you.