One of the biggest differences between high street shoppers and those shopping online is in the level of involvement. While a number of people will walk around a town centre simply browsing stores without actually buying anything, the majority of people will have made the trip for a reason and be planning to make purchases.
Conversely many people find themselves browsing through products online simply out of boredom and/or convenience. This lack of involvement means that online shoppers typically decide to buy products impulsively, and if something isn’t quite right they can change their mind back just as quickly. Due to this it is absolutely imperative for an online business to make the process and seamless as possible for the shoppers in order to maximise the number of potential clients that convert into customers. (more…)
