Shoppers who buy stuff online appear to have done their “research” on what to buy offline. Buried in a report on online shopping,there’s the startling fact that the biggest proportion of Internet shoppers (36%) visit the web site to buy something as a result of having seen the item in a printed catalogue. Furthermore, this report on Internet shopping shows that people visit around four or five web sites looking for their desired item before making a decision.
These are important pieces of information for anyone trying to sell anything online. Firstly, the report confirms that you cannot neglect the offline world. You need to be promoting your products and services in traditional media, as well as online. Having a strategy for search engine optimisation, or spending hours on tweaking your pay per click adverts is going to produce only a few sales compared with the huge benefit of appearing in traditional offline media.
Secondly, what this report suggests is that having your products and services available on one web site is not enough. People are “sniffing around” for what they want. Since they visit more than one web site to help them make a purchasing decision, your items need to be sold on several prominent web sites as well. For those people with a single product web site, this means developing even more web sites using different approaches to sell the same single item.
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+