Ecommerce websites have revolutionized online shopping. Ecommerce Customers find a plethora of products to purchase ranging from books, clothes to electronic equipment at the click of a button. E-commerce websites need to study customer behavior to optimize their activities. 
Ecommerce Customers behavior dictates a lot of parameters of creating a website, most importantly its layout and design.
(1) Visuals and Graphics :
Key findings have indicated that over 90% customers find visuals and graphics a major factor in making up their minds about a website or product. Many websites offer images of a product and multiple interactive views from various angles, in different shapes, sizes and colors. Customers are more likely to buy products from such websites.
(2) Videos :
Recently, videos have also become an effective medium to increase ecommerce customer confidence. Interesting and genuine videos about the product can convert almost 30% of customers who normally abandon the purchase after viewing images.
3) Reviews & Ratings :
Another very important feature that ecommerce customers look out for is reviews about the product by other consumers. Studies suggest that customers read up to 6 reviews before making up their minds. Graphic representation using stars for ratings is another very important parameter that buyers consider. Up to 80% Ecommerce consumers trust reviews as much as they believe in personal recommendations.
(4) Site Performance :
Logistics of the website play a major role in determining consumer behavior as well. If a page takes too long to load, a potential customer is most likely to run out of patience and move on to another website. Similarly, time delays in other features – an image not zooming in quickly or payment process stuck in-between, will increase the drop-out rate. As a result, customers often abandon a website to check out another online store for a better deal. From a logistic point of view, simple payment options also instill confidence.
(5) Safe Payment Options :
Familiar logos and payment gateways ensure customer trust. Many users are also put off by having to register before making a purchase. It feels like an imposition, again leading to abandoning of the website.
A shopping cart is the penultimate step between selection and the final purchase. Customers sometimes add items to the cart simply as a wish list or keep them in store to return later.
Once at the checkout stage, encountering hidden charges, extravagant delivery charges, unclear details or lack of contact information are other factors that lead to failure. Websites incorporate a number of design changes to prevent this; progress bars, various payment options such as card/cash-on-delivery, provide back buttons to make amends in earlier steps etc.
(6) Attractive Discounts :
Customers can also find aggressive marketing repulsive such as bombarding their inbox with newsletters or continuous promotional content. Attractive discount deals and coupons attract a large number of first time users. If they have a good experience they usually return and become regular customers.
(7) Social footprint :
Referring a website to friends via social networks is another avenue by which customers are drawn towards websites. Ads, pages and marketing activities on social networks also have a large effect on potential consumers.
Conclusion:
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Posted by :Kalpana Dogra
