How to Sell Your Products Online Based on the Buyer Journey


Even before the virus, online shopping has been on the rise. Industry experts say that current trends indicate that Southeast Asia will have a double-digit growth in ecommerce spend in the next decade.

Ecommerce is expected to grow even more because of Covid-19. Until the virus is completely eradicated, consumers will think twice before going to a supermarket or mall. Even if they go to a physical store, they will not leisurely browse the shelves. They will make their purchase decisions at home – reading product descriptions, comparing prices, making a list – before going out.

You should set up your website to support all stages of your buyer journey, from casual browsing to the moment of purchase.

Awareness

At this stage, your consumer is looking for a solution to a particular problem, but is unsure about the kind of products or services that can solve it. He will Google particular keyword strings related to his concern. Use search engine optimization so he find your website based on what he types.

There are many ways of building awareness. Here are some inspiring campaigns.

Consideration

Your consumer is now comparing products and services. You now need to provide him with information, and  anticipate the questions and concerns he may have. 

  • Provide substantial product descriptions. If you have several products, include easy search filters so they can quickly find what they need.
  • Anticipate what your buyers will ask. Add FAQs, blogs and product demo videos.
  • Showcase reviews and testimonials. Ask previous customers for reviews and permission to publish them on your website. Studies show that 92% of online shoppers trust reviews and “social proof” (number of likes and shares) more than ads.
  • Be available for questions. Aside from email, enable online chat or messaging apps like WhatsApp. 

Here are some examples of how brands promoted their product benefits in an eye catching way.

Purchase

Good news: your customer is ready to buy! Make it easy to shop in a few clicks. You can either add an ecommerce page to your website, place your product or service in an online store, allow for online reservation (for pick-up at your store).

For services, e-commerce can include setting appointments, purchasing discount vouchers, or online-only package rates.

This ecommerces pages is a good example of presenting complete and making it easy for customers to compare different products.

You can also grab the opportunity to offer other products at checkout.

Retention/Loyalty

A sale is good, but customer loyalty is even better. Encourage and reward repeat business with marketing campaigns. 

  • Send personalized product recommendations. Recommend products or services based on customer profiles and previous purchases.
  • Set repurchase reminders and incentives. “Your XXX is about to expire. Reorder with a 10% discount.” “It’s been 3 months since your last haircut! Ready for a trim? We have a haircut and hair colour special package.”
  • Gives promos during big shopping events. Reach out to customers in the weeks leading to Chinese New Year, Valentine’s, Mother’s Day, Back-to-School sales, Singapore Sale, 11/11 and Boxing Day. Tap your customer’s network by giving them promo codes they can share with their friends.

Here are some examples of how brands continued to engage with their previous customers.

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