An old report that I found from McKinsey Indonesia (2001) said that Indonesia has the characteristics of Internet users visiting this web site and do a 'look-see' course.
Among the many visitors who buy a very small proportion. This number is called the customer conversion rate, which is only 0.48% in Indonesia. Including smaller than the average in Asia is 0.8 according to the 2001 report it.
What is the average conversion rate of e-commerce in Indonesia today? It is difficult to know the exact numbers for this, but many online store owners who said, many visitors just like for fun and to see it. Even after entering the product to the cart dalamshopping did not mean so purchased.
This means that, once we make every effort to attract visitors to our web site, there are still a lot of homework to be done so that a visitor into a buyer.
How a purchase (eventually) happen, experts have researched this and one of the most widely used models are 5 stages of the buying process below. This model is used in a variety of research on online shopping behavior.
To increase the value of e-commerce in general and to boost the conversion ratio of visitors to buyers, let us capture the buyer in every stage of the purchase process below:
1. Need Recognition
The purchase process always begins with an awareness / recognition of the need orproblem. Scientific language called stage where the buyer feel the difference between the conditions they want with the actual condition.
For example, I feel my phone is outdated and it's time to be replaced. Eid is near and I have not bought new clothes. This need not always present itself, it could also be a result of the influence of advertising or the influence of friends on social media.
How to catch consumers in this stage?
Consumers in this stage need to be convinced of the need, so she did the next step, which started looking for information. The ads in the online media and offline media is a way of capturing the consumer at this stage.
2. Information Search
After making sure that I really need to buy a new phone, so what I do is look for information. In the realm of online, searching for information is usually done by doing a search on Google, or asking via social media.
How to catch consumers in this stage?
Consider whether the search results on the search engines for the products you are selling are up for your website? Check out how your site optimized for search sites in particular Google, and check out who your competitors.
3. Evaluation of Alternatives
Consumers typically have criteria that influence purchase decisions. Prices tend to not be the main criteria, as for many specific products, the price is almost the same at different stores, so consider also other factors such as service, information completeness and credibility of a store / brand.
How to catch consumers in this stage?
At this stage the consumer already has some alternative brands in their heads. What they do then is to find information about the brand / product.
For example, if the previous stage they are still looking for the keyword 'mobile', or 'the latest 3G mobile phones' in this stage they are looking for with keywords such as 'Samsung Galaxy S III' or 'iPhone 4S' for example.
Give information as possible about your product, including information on payment, shipping, warranty and so on. Make sure that your product is better than competitors.
4. Purchase Decision
This is the stage where consumers are evaluating the options available and decide, for example: 'I'm going to buy the Samsung Galaxy S III through the online store A'.
How to catch consumers in this stage?
Prepare everything well in your website. Do not let consumers off buying because, for example: loading the page or shopping cart product you are slow, buyers do not know what to do when they want to buy online, shoppers can not reach you when they need help, or your staff serve snapped when buyers ask- asked over the phone, and so on.
5. Post Purchase Behaviour
Stages of the buying process can begin long before a purchase occurs, and does not finish after a purchase has been made. American Customer Satisfaction Index (ACSI) in 2002 stated that 80% of consumers who have shopped online said they will shop again within 2 months, and 90% would even recommend it to their friends.
This means it is important to gain customer satisfaction when shopping for the first time, because they will become loyal customers, and consumers who have shopped is the best type of consumer. Instead, consumers are disappointed, can be traumatic, not only for your store, but the online shopping as a whole.
How to catch consumers in this stage?
The key word is satisfaction, and satisfaction that will constantly generate loyalty (loyalty). Give what you promised in the product information, not to products that consumers receive is different from what's in the product photos, for example.
Build trust consumers have never even met you. (This problem will be discussed in a special trust in the next article). Store must pay attention to the consumer in every step above.
Their nets as early as possible, and keep them as customers as long as possible.
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