Do you know a power shopper? Someone who lives to go to the mall? For whom shopping is a hobby? Everyone does—you might even be one of them. Chances are, however, that your shopping fun happens with a real brick-and-mortar store, not online.
That may seem surprising to you, but it’s true.
Some people believe that shopping in a physical store is a social experience, often shared with friends, while online shopping tends to be a solitary experience. Others believe that the sensual experience of trying on clothes or smelling perfume, or just seeing colors more vibrantly (than any computer screen can render) provides far more enjoyment than any e-Commerce site.
Whatever the reason, online shoppers are far more goal-oriented. They start out knowing what they want and are rarely deterred by banner ads or other related offers. Each click must feel like they are getting closer to their goal, or they may abandon.
An eye tracking study once showed that the most-looked-at part of Walmart’s home page was its search box! Even more amazing is that the study asked shoppers to buy anything they wanted! So, even when people are told to be unfocused, they decide to focus on something when shopping online.
So, what does that mean to you as an online marketer? First, know that your customer has a goal in mind. It’s your job to help your customer achieve it. If you design your site to help customers meet their most frequent goals, you’ll convert more and more lookers into buyers.
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