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In a study conducted by JupiterResearch, 61% of shoppers reluctant to make certain purchases can be positively influenced by online shopping resources, especially online content tools that connect them to the opinions and behaviors of other shoppers. The study also found that 42% of shoppers visited 3 or more sites to research their purchase, and nearly all consumers are spending more time online prior to purchase. This all makes sense as, in these economic times, consumers are looking for more validation for their buying decisions.
Jupiter Research also found that only 33% of online shoppers had made up their minds about the price they were willing to pay for their purchase in advance of going online to research. Even fewer began their research having made up their minds on:
This shift in behavior provides retailers with an opportunity to engage shoppers through content that connects them to products and builds their confidence in these carefully researched purchases. It points to the need for marketing campaigns that place content in carefully selected locations that represent all phases of the purchase decision. Ensuring that comparison sites and recommendation sources are highly placed and provide authoritative advise on the decision to buy. Keyword research should be targeted for not only for the direct purchase, for words that indicate various decisions a buyer has to make – “review of…, price of…, etc” And this is true, not just bad economic times, but during all conditions. Awareness of the complexity of the consumer buying process will lead to better planning to travel with them along their journey, and influencing them to buy from you when they finally put their money down. |
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