I was reading a really interesting study just released by the research company ComScore -- in conjunction with Google -- about online search and shopping habits...
And I was surprised by this statistic:
Only 37% of people researching a product online actually end up buying that product on the Internet.
The figures were slightly different from industry to industry, but on average, 63% of the consumers surveyed turned to brick-and-mortar stores to purchase their products, after doing all their research and comparison shopping on the Web.
Now, when I think about it, it's really not THAT much of a surprise... After all, I know when I need to buy something like a lawnmower, I'll often do my research online and do some comparison shopping... then purchase offline.
So really, this is great information for offline store owners! In fact, this PROVES once again that Internet marketing strategies WILL successfully drive online traffic to your offline store -- people who have already checked out your products and are ready to buy!
However... this is ALSO good news for those of us whose businesses are strictly ONLINE.
Because if you understand that people are coming online to research a product before they purchase it, all you have to do is give them the EXACT information they're looking for.... then position your offer to appeal to them.
By making your offer stronger, more compelling, and more appealing than your competitor with the offline store... you can convince your potential customer NOT to buy offline after all.
You can offer a better price... a better bonus... a better guarantee... and ultimately convince your reader that it makes the most sense to buy online after all.
But be aware! If you sell a "regular" type of item that can be easily found offline, make sure you're letting that 63% of people know WHY they should consider buying online -- from you! -- instead of at their local offline shop!
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Thursday, June 01, 2006
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