One of the most popular ideas for small businesses is the opening of their online store. The attractiveness of this option of doing business lies primarily in the fact that the entrepreneur does not need to have a large starting capital.
You can sell different groups of products on the Internet. Continuous growth is shown by trade in organic food. In this segment, newcomers can easily compete even with large companies and brands. How to optimize sales for a specific buyer?
Google Research
The creators of the largest search engine in the world recently conducted a study on the behavioral characteristics of users of various online stores. As a result, it became clear that most buyers began to use comparative shopping. People actively compare prices and brands. At the same time, the number of orders made using smartphones, rather than personal computers, increased by 60%.
Trend
Similar studies have revealed another important trend. People have ceased to pay much attention to promoted brands. The influence of famous brands has weakened. Buyers began to make more conscious choices. If the characteristics of the goods are equal, people often take cheaper products from a less well-known company.
This trend opens up enormous growth prospects for aspiring entrepreneurs. Google divided all potential buyers into three categories. How to work with each group and increase sales of your online store?
Hunters
Such people look primarily at products launched under a well-known brand, and are looking for a cheaper alternative to it. Google noted that the number of searches containing the phrase "cheaper than" has increased by 175%. Consumers usually immediately set a certain upper limit, more expensive than which they will not buy goods in principle. A merchant can use this trend to increase sales in his own store. For example, when describing any products, you can focus on comparing product characteristics with a similar proposal from a better-known brand, focusing primarily on the low cost of an analogue.
You can also optimize written texts for queries: "cheaper than", "similar to" and some others.
Values Support
This category of buyers has formed relatively recently. The fact is that people began to purchase goods from companies that share their values and life guidelines. Through the purchase of certain things, an expression of one’s individuality occurs.
Small online stores can take advantage of this industry trend. Rigid positioning will quickly reach the desired target audience. However, such segmentation sometimes becomes a brake on growth. Therefore, the merchant needs to take into account all the nuances in advance and only then make a decision whether to develop in this direction or not.
Analogs
Another working option to increase sales. In this case, you have to focus on opinion leaders. For example, it is desirable to sell products similar in characteristics to those used by popular people. The problem in this case is different. The fact is that celebrities often use expensive things that ordinary inhabitants cannot afford. The merchant needs to sell exactly analogs, and not counterfeit. Because of it, you can get large fines, which can put an end to all business activities.You just need to constantly analyze offers from customers and choose products that are similar in characteristics.
Finally
These tools to increase sales can be used in conjunction. For example, now many opinion leaders seek to buy environmentally friendly products. This feature can be easily used to develop your own brand. In this case, the entrepreneur will be able to significantly increase the growth in sales of goods.
The above segmentation can be used not only in online stores. It is applicable to regular offline sales. Naturally, in this case, the location of the store itself will have a certain effect. However, these tips can be used in this case. There is no fundamental difference.