Posts Tagged ‘statistics’

Customer loyalty extends to the Web

April 9, 2008

When you buy a product or service from a Web site you like, you tend to go back to it. The site might be Priceline, Amazon, or Target, but if your first shopping experience there is good, chances are also good that you’ll return when you’re in the market again. The same applies to bricks-and-mortar stores.

 

You may have known that intuitively, but now the stats are out to prove it. According to the most recent Nielsen Global Online Survey, as reviewed in the 3/1/08 edition of the AMA’s Marketing News, 60% of on-line shoppers say then usually buy from the same site again. And if you think that there aren’t enough on-line buyers to make a difference, think again.

 

The same Survey reports that there has been a 40% increase in on-line shoppers worldwide since 2006, from 627 million to 875 million. Doesn’t sound like so many? It’s more than twice the population of the United States.

 

Surprisingly, the US is not among the leaders, although we’re in the Top Ten (number eight, to be precise). In this country 94% of Web users made a purchase last year. Compare that with leader South Korea, where 99% of users were also buyers, including 79% in the 30 days preceding the survey.

 

The most popular purchases, as you might imagine, include books, clothing/accessories/shoes, videos/DVDs/games, airline tix and electronic equipment. But today you can find almost anything on the Web, very probably including your product or service.

 

What does this mean for you as a business person?

 

1. If you don’t have a Web site, you are ignoring one of the fastest-growing categories of purchasers in the world.

 

2. If you do have a Web site, make sure is it the most user-friendly in your competitive group. Who else is selling your product/service on-line? Look at their sites! Remember, if your first-time visitor likes your site he’ll come back. If you competitor snares him, though, there’s a better than 50-50 chance he’ll never find you again. So look at your competitors, see what they’re doing right and imitate it. As well, see what they’re doing wrong, and do it better.

 

Building (or rebuilding) your Web site is too expensive to do frequently, so put in the time to do it right.

 

Not rebuilding your Web site, of course, will prove even more expensive.

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Your future customers

March 31, 2008

A leading marketing consulting company, Forrester (http://www.forrester.com/rb/research) has just released an interesting report, US Interactive Marketing Forecast, 2007-20012. I’ve had a chance to look it over. It won’t tell you how to write better, but it has some interesting statistics and predictions on this kind of marketing in the US.

What I found most interesting is that while your current customers may not be using the Internet, podcasts, Webinars, Blackberries, etc., enough for you to invest in that market today, your future customers are already there. People in the 18-27 age demographic, for example, spend twice as much time on the Internet for work and play as those in the “Boomer” generation, and comparatively less time watching TV. You may not be targeting 22-year-olds today, but ten years from now, you’ll need a strong Internet and interactive presence if you want to compete for this customer. The time to build for the future is now, not when your sales and growth start to tail off.

 

Having said that, it’s probalby time I updated my Web site to make it less like a portolio and more like a marketing tool. If you have an opinion I’d like to hear it.