November 9, 2013 Grant Ruxton

Preview & Review Your Purchase Pages

When we last talked about getting your site ready for Christmas we mentioned how planning ahead was key in getting noticed. This kind of pre-planning isn’t just happening on your end though. Customers are now searching just as much for reviews as they are for the product/ service they want.

We’ve all at some point compared the prices of TV and broadband services. People who do this are called ‘wireline’ shoppers (people purchasing a service they get down a line). This term has branched out somewhat to mean anyone who compares the price of products online. It’s a method of shopping that is on the increase. A Google survey revealed that when it comes to big purchases 54{262b22605905d7bdadc9d0423a4a46028d1c16e5c2069f052c9de36584b442a6} of people will start doing actual research in to a product at least 2 weeks in advance.

ipad sofa

You might be surprised to know that year on year, customer service searches e.g. smart TV review, have risen by 72{262b22605905d7bdadc9d0423a4a46028d1c16e5c2069f052c9de36584b442a6} on tablets. This can be attributed to users who search out new products when they’re sitting at home on the couch. Just over a quarter of people will go looking for review videos as a means of research. Do a simple search for a makeup product and you’ll usually find review blogs and YouTube videos mixed in with online stores.

59{262b22605905d7bdadc9d0423a4a46028d1c16e5c2069f052c9de36584b442a6} of people only find out about new brands online. When people are searching certain terms, they’re becoming more open to alternatives that can be better priced. Most of these discoveries happen through mobile searches e.g. people seeing print ads during their work commute before searching.

window shopping

The most important fact to hone in on is that an average user will visit a site more than 5 times before they buy your product. In real life this would be like someone walking in to a clothes store and trying on a dress five times. These rechecks carry a level of assuredness that is backed up by how your site looks, how SEO friendly it is and most importantly how others view your products.

As soon as you can latch on to giving any user a hassle free service, the better your relationship with potential customers will be.

About the Author

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Grant Ruxton I increase sales, traffic and brand engagement using digital marketing.

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