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Decision Making Process
Decision Making Process for Ecommerce
Do potential clients visit your web site and will they directly buy the product or service?
John Cato’s Model of Interaction Design
- Awareness - Do you sell the product I need
- Understanding - Is the product exactly the product I think it is? (product numbers/ photos colors explanation in detail is needed)
- Purpose - Where can I use the product for?
- Choices - Different models, colors, sizes, brands?
- Action - Easy check out, payment
AIDA Model
The AIDA model is a hierarchical model follows the decision making process from "knowing the product exist" until "making the purchase".
- Attention
- Interest
- Desire
- Action
When a potential customer visits the web site, it will go through one or more steps before making the purchase. Important to understand is that:
- Lots of visitors to the website are just browsing/ looking around - paying high ppc (pay-per-click) advertising cost might not be effective.
- The bounce rate (leaving the web site within 10 seconds) is often 60-75% depending on the amount of traffic from search engines and the product/service offered.
- Customers need extensive information about the product as they can not touch it - provide all details on the website.
- Easy excess to customer support - phone, live chat, email - is important to help with the decision making and convert a potential sale into a sale.
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Web usability: have an excellent user experience on a the web site. Simple things like, can I find the product I am looking for -how much is the shipping cost - why should I buy here...etc..
Improving the web usability on a web site can improve how content user are when browsing the web site and it can improve the conversion (into sales) significantly.
Positive Web Site Experience
Receiving a significant amount of potential clients to the web site is great but are these potential clients?:
- finding the right information?
- getting excellent customer support?
- finding the products services they are looking for?
- getting the desire to purchase the product now?
Email Newsletters to get exciting customer back to the website.
Get more out of your website: Extensive one-on-one training/ consulting to
improve your web site.
Optimize you web site for effective key word phrases:
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