Capturing people’s attention and delivering sales isn’t as easy as it was 5 or so years ago. You can no longer just set up a quick Google Adwords campaign and expect the orders to role in.
The sheer number of ecommerce brands on the internet, means competition in almost every sector is fierce. This means you have to work tens times hard to get someone to buy. Your customers are now more complex than ever. They also have different motivations to buy so every step of your customer’s buying journey must be optimised from the point where they search for your products to the point when they buy and beyond.
The days of online impulsive customers buying are gone. A purchase, even for cheap items, is now more considered, because there is much more information at your customer’s fingertips.
A common opinion is that customers now need to have contact with your business up to 8-10 times before they even buy from you. Yup, it takes that long for them to take notice of your brand, become interested and buy.
This could be a combination of a website visit, a re-marketing ad, an email, a Facebook view, a tweet and even a direct mail shot. Gaining customer confidence is now more difficult and brand loyalty is a very rare thing because of the availability that never used to exist. However, if you do manage to achieve brand loyalty then those people will be advocates for your brand and will spread the word across the internet.