The Habits Of Highly Effective Online Shoppers

The online retailing process would seem pretty straightforwardhave the right products

at the right price, a smooth checkout process, good overall site performance, done. Those are all a given, but just part of the story. So what are consumers really doing when they go online to shop?

According to Forrester Research, 20 percent of shoppers do product research on Google; another 19% visit Amazon.com for product info. Ultimately, 67 percent make a purchase in a brick-and-mortar store, while 58 percent are highly likely to buy online using their computer. While that information is not particularly germane to building a site, it does indicate how shoppers start the process, and that minding Google search results is a critical task.

On the mobile side, shoppers make practical, tactical use of their smartphones. Thirty-five percent use them to find a store or to research products and prices. While theyre actually in the store, one quarter of smartphone owners do price checks, and about a quarter look up online reviews. Nearly 40 percent call somebody to get buying advice. Once they gather their information, 35 percent purchase the product at the store theyre in and 19 percent make the purchase online (not necessarily on their phone). And 37 percent dont buy anything at all.

How do shoppers feel about the channels available to them? By a large majority, they view brick-and-mortar stores as most reliable and safest. But online via a PC is their overall favorite, and online either via computer or mobile is considered both easiest and most convenient.

What all this data says is that an effective retail strategy means being everywhere all the time with an experience thats going to make a consumer pause on their here-there-everywhere shopping journey. The mobile site has to provide quick and easy access to locations, pricing, and some product details. The tablet site has to be rich with product details and reviews. The full site has to give them everything. And of course, the checkout process must be smooth and effortless, including touch-friendly controls as needed.

Even with the advent of responsive design, theres no one site fits all. Each channel needs to address the needs and tasks of the user and the device they happen to be on at the time. Given that smartphone share and tablet share keep getting bigger and bigger, and that theres no reason to believe that trend will change for a long time to come, a three-screen strategy is the only way a retailer can be confident that they are maximizing their revenue. Performance management is an essential pillar of that strategy.

Keynote- Site monitoring and Cloud testing

by: Keynote

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