Understand Your Website Visitor’s Habits & Then Bowl Them Over

With the pandemic forcing so many more stores to sell online (even Primark recently took the plunge) and the cost of living crisis making people more careful with their money, conversion rates have dropped for most e-commerce brands.

Users are shopping around for the best deals. So how can you stop them from leaving your e-commerce store to find a better deal?

Do The Price Matching For Them!

Currys understand how customers use their website, and when a customer searches Google for a product and clicks through to a Currys product page (organic or paid), they immediately see the product and price.

Following some reading about specs and so on, a user will weigh up the options of whether to buy or not. Before the ‘add to basket’ button is pressed, a money-conscious user will want to see how much the product is going for on other websites, to be sure they’re getting the best price.

After all, if this is a commodity product, then surely there will be similar prices listed from other online retailers.

What Do They Do?

They highlight and copy the product title and model. When they press Ctrl +C (PC) or Command C ( Apple), this is where the magic happens.

Shown above is a modal that appears as soon as the user attempts to copy the product title.

Curry’s expect it, because they have understood the habits of their users.

Now To Be Bowled Over

The Currys team are constantly checking their product prices against their leading competitors (including Amazon – I originally noticed this feature when using the same approach when buying a spare monitor).

They list the competitors and their prices. What’s more, depending on the product, they also hunt out more specialist competitors that are relevant to your product, in this instance camera specialists Jessops and Park Cameras have been included.

Also displayed are the time and date when the price was last checked, as well as the cost of delivery, so you can get a complete picture of the costs involved if you order elsewhere.

Prominently placed at the top of the table is the Currys price, along with their free delivery option which sounds very attractive.

The competitor table doesn’t look heavily biased, which adds to the feeling of credibility. In the example above, there’s actually a lower price option available from Very, but it doesn’t include free delivery (I checked the price on the 20th of July and it had risen to the same price as all the other retailers).

What’s to Swipe & Deploy?

With people shopping more competitively, you need to be aware of your direct competitors’ pricing as well as their delivery fees. Providing free delivery could sway it.

What about your returns policy or anything else that’s unique to your online sales process? If there’s value in what you include, ensure to include this when you compare it with your competitors. Small things can change the balance, even when not price related. For example, things that provide greater convenience (CollectPlus or Amazon Lockers).

Could you apply a similar approach to your e-commerce website?

Could you capture more customers leaving your site to price match elsewhere?

That’s a wrap for Swipe & Deploy #1. Join me next week when I’ll share another insight or piece of inspiration from around the web.