We are aware that online consumer behaviour has changed over the last few years due to various circumstances, which have consequently made companies pay even more attention to sales.
Some characteristics of the modern online consumer are based on the demand for a good product and service, as well as the curiosity for innovation and the independence to execute a purchase by one click sitting on the sofa at home represent this new customer.
Also, we can point out that the search for satisfaction, security and positive experiences describe a new sales pattern that will be evaluated in this article.
Therefore, understanding online consumer behavior is one of the ways to improve a company’s marketing system, thus leveraging your business’s sales strategies.
What is consumer behaviour?
So let’s get to the facts, consumer behavior is a study that seeks to understand people’s habits and reactions within the buying process. Both the feeling and perception of consumers are taken into account when approaching and buying products or services.
Other factors considered in this study are people’s behaviors, which are nothing more than an individual’s interests and opinions. Psychological behaviors, such as perceptions, feelings, and reactions at the time of contact with the brand, whether at the time of purchase or in the promotion. And, finally, social factors, such as indications from people about the product or service.
What has changed?
Without a doubt, it is important to understand the circumstances that make online consumer behaviour change over the years.
1. Pandemic
And we could not start with any other fact than the Pandemic in which the world stopped, except for online, which, on the contrary, expanded even more.
We could say that before, online consumer behaviour was guided only by the consequences of digital transformations and their innovations, but today it receives reflections from a post-pandemic world, which has brought a virtual expansion not only to digital shopping, but to several other aspects such as social networks and ad modes.
2. Sensitivity
What the surveys point out is that, still due to the pandemic, consumers have become more sensitive to issues such as physical, mental, and financial health.
What is important to note here is that online consumer behaviour is no longer only based on the quality of the product or service, as well as the quality of service, but also on the transparency of how companies deal with specific issues, such as caring for the environment.
3. Evaluations
Nowadays, nothing is bought or acquired without having had reviews, opinions from other buyers who have consumed the same product or service and left their suggestion, their feedback. This is due to the concern with transparency, as well as easy access to social networks.
4. Social Media
Now, it, social networks, is the most, or one of the biggest influencers in online consumer behavior. I don’t think I even need to extend myself too much here, who was not influenced to purchase a product or hire a service under the influence of some digital influencer.
Sorry for the redundancy here, but would there be a better way to exemplify?
5. Search behavior has changed
Now, interesting fact, until 2017 the consumer’s online searches were directly on Google or Amazon, but today, most searches are directly in online stores. Showing that thus, the consumer has valued more the quality of the store’s service, such as promotions and agile and free shipping.
6. Online Ads
Of course, online ads inserted in social networks give a lot of return to companies looking to expand their sales. It is truly easier when we are scrolling through Instagram and a new brand appears, with an innovative product, our curiosity does not let the opportunity pass and the desire to know and explore the product comes to the fore.
7. Personalised experiences
And as a consequence of the new product or service being evaluated by the consumer online, we can talk about personalized experiences. When the company recognizes the behavior of its target audience, disseminating or applying strategies to customize its products or services to those behaviours.
8. Efficient service
With the new wave of Artificial Intelligence, we even talked better about the subject in one of our articles (https://isadoradsonline.com/qual-o-impacto-da-inteligencia-artificial-nas-empresas/), we were able to include chatbots in our virtual store. But what are chatbots? It is an AI-driven tool that simulates an online consumer conversation with an electronic attendant. Thus being able to solve basic and medium-sized solutions quickly and efficiently.
It’s incredible, how one factor influences the other, isn’t it? Thus creating a chain of factors that triggered the change of the online consumer. That is why we do not discuss the facts, we just work on them to be implemented in your company.
Strategies to optimize online sales
We have already talked a lot about online consumer behavior, their new ways of thinking, but I would like to include some more strategies that can expand your company’s sales online.
1. Branding Customisation
We start with brand customization, knowledge of the target audience is evidently necessary, as well as the company presenting itself, showing its objectives as a brand, as well as the transmission of its values and principles. Remember: these aspects should be presented in the most natural way possible.
2. Sales funnel
The online sales funnel is very interesting because it captures certain information that is very relevant to the company, such as the reasons for satisfaction that lead online consumers to promote the brand. It can also capture which social shopping networks consumers usually use. And, what experiences do consumers expect to have with the purchase of that product or service?
3. Product optimization
Products designed to solve the pains of online consumers are usually the most competitive. That’s why it’s always important to remember to ask a question: What will I be solving by selling this product?
4. Fidelity
Including loyalty systems is a master move, in addition to the online consumer feeling part of the company, he will be able to count on exclusive opportunities, such as discounts, personalized gifts, among others. Just as subscription plans can also work for those consumers who consume the same products or services periodically.
5. Flexibility to market changes
And to close this article with a flourish, I like to remind you that due to constant changes in behavior, it is always necessary to be adapting, updating and staying informed of the main market trends, as well as announcements.
Therefore, in the midst of high market competition and the great diversity of marketing strategies, presenting a personalized experience to the online consumer will optimize your company’s sales.