Consumer shopping habits have changed over the past dozen or so years. Of course, the development and greater availability of the Internet are a key element of these changes.
First of all, potential buyers believe that online sales are more profitable and prices are lower than in the case of stationary sales. In addition, you can easily find opinions about products or manufacturers on the Internet, which makes it much easier to make purchasing decisions. And finally, according to consumers, advertising on the Internet is more attractive, especially in terms of graphics and animations. For the same reason, sales campaigns must be adapted to online conditions. This requires a lot of work and a certain intuition from producers.
When designing a sales campaign, the main element is the purchasing path. In short, it is the path taken by the customer, from the moment they become aware of the existence of the product to the finalization of the sale. The purchasing path consists of the following stages:
- awareness – the customer learns about the existence of the product, usually from advertising, and the possibility of purchasing it. At this stage, the need to have it crystallizes;
- interest – in this phase, the customer clicks on the link and goes to the landing page and learns more about the product. This is an opportunity for the manufacturer to present the product in an attractive way;
- decision – after reading information about the product, and perhaps also the ratings of other buyers, the user makes a purchase decision;
- action – this is the key moment when the user makes his move. A CTA button should appear here.
All elements are crucial in the purchasing path because a potential customer may decide not to make a purchase at any time. Many manufacturers make mistakes, e.g. through a poorly designed landing page, especially the lack of a button referring the user to the store. The Where-to-Buy widget created by 100Shoppers shows how to improve customer purchase path. This tool allows brands to significantly speed up and shorten the purchase process.