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What Causes Online Shoppers to Buy on Impulse

by Trivum
2 replies
Recently found this interesting article about online shoppers and impulse buying. They only tested 30 shoppers, but there may be something in their findings.

Some quotes:


We took a different approach than The Yankee Group and Ernst & Young, and we found different results. Instead of asking shoppers why they might make an impulse purchase, we observed people shopping on the web.

We found that only 8% of the impulse purchases were related to price!

In reality, very few impulse purchases resulted from promotions.

This finding implies that shoppers aren't really aware of the reasons why they impulse shop.
The BIGGEST TAKEAWAY:

In analyzing our observational data, we found that a major driver of impulse purchases is the use of the category links on the site. Certain designs led shoppers to find products through category links rather than the sites' search engines. When shoppers used these categories, they were far more likely to make impulse purchases than when they used the search engines.
Source:
http://www.uie.com/publications/whit...ulseBuying.pdf
#buy #impulse #online #shoppers
  • Profile picture of the author lotsofsnow
    The data might be true or not. But 30 is called an insignificant number and does not prove anything.

    Also:
    "We found that only 8% of the impulse purchases were related to price!"

    Wow, how do they know? They did not ask the shoppers. They only observed...
    The item had no special price but it might have been less expensive to the local store...


    I would be careful with those findings as you may as well be looking at random information.

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  • Profile picture of the author BloggingPro
    Ok now take those 30 shoppers and get some liquor in them. Oh and send them to iTunes in addition to the tests they are already running.

    I know for a fact that my impulse instincts kick into high gear when I'm enjoying a nice rum and coke. Main reason why I insist that nobody should Drink and GoDaddy!

    Impulse buying most always ends up in that sticky situation of having buyers remorse, where is the study on that!
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    You're going to fail. If you're afraid of failure then you do not belong in the Internet Marketing Business. Period.
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