In today’s increasingly digital world, it’s a shocking fact that 74% of small business websites don’t have the option to buy, according to Sure Payroll. Yet, if you analyze consumer behavior, you’ll see that Americans are demanding more and more opportunities to buy from their computers and smartphones. In fact, 20% of Americans have made a purchase while in the bathroom, according to BigCommerce.
People are buying from the craziest of places and if your franchise hasn’t incorporated eCommerce into your website mix, you could be missing out on these opportunities.
People Love Buying From Social Media
The way consumers are using social media is changing whether you want it to or not. eCommerce sites saw a 198% boost in social media referrals between 2014 and 2015.
Shoppers are using social media to research products, find recommendations, and discover new solutions to their pain points more than ever before. If you aren’t harnessing the power of the social conversation in your franchise, you’re missing out on this growing piece of the pie.
Digital is Digging Into Consumers’ Senses
One of the biggest problems with the virtual world is the inability to touch, feel, and smell something before buying it. Although there’s no way to alleviate that frustration through a screen, there are ways that brands have made digital channels feel more engaging. These are the most popular shopper requests from brands who sell via their website:
- Have images of your products (78%)
- Allow product reviews (69%)
- Post side-by-side product comparisons (46%)
- Add video demonstrations (30%)
- Add links to media coverage (9%)
These are easy ways to showcase products and services in a way that consumers appreciate. It breaks down a common barrier to the online world, rounding out the convenience of the buying experience by mitigating the frustration of not being able to touch and feel a product.
What If You’re Not Ready to Sell Via Your Website?
Sometimes, selling a product or service via a website isn’t a possibility – yet. In these cases, there are still ways you can tap into the ever-growing population of consumers accessing your business via the web, by making your website feel more akin to an eCommerce site.
Here are some examples of what influences a consumer to buy, according to BigCommerce, and how you can use each one even if you’re not exchanging money on your website.
- Video: Videos of you, your product, your service in action, or anything else, let your customers visualize what it’ll be like to work with your franchise.
- Reviews: Reviews from family and friends carry pretty heavy weight.
- Easier Navigation: Simplify the person’s experience on your website to get them to contact you faster.
What if You Haven’t Bought Your Franchise Yet?
If you’re still in the browsing process for your next franchise, you might want to dig into the organization’s digital practices before you sign on the dotted line. Knowing how consumers shop, you’re smart to look for franchises that offer franchisees opportunities to use their website to reach a larger consumer base.
Ready to Get Started With Your Search?
There are many franchise opportunities available to you. The first step in franchise ownership is to find a franchise that matches your talents and is needed in your market. Get started with your search now.
Susan Payton is the President of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She’s written three business books, including How to Get More Customers With Press Releases, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, The Marketing Eggspert Blog, and Tweak Your Biz. Follow her on Twitter @eggmarketing.