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customers tend to spend more than you thought for comparable products
on the Net. This translates into a customer that is more likely to buy your
product, or at least, one that is a bit less price-sensitive than you had
thought when originally estimating your price.
Regarding the “Never bought” response... if no one buys your product
category on the Net, you may need a break-through idea to overcome that. Or
it may simply be the case that it is totally inappropriate to buy your kind of
product on the Net. For example...
Maybe your customer simply does not buy your kind of product on the Net. For
example, if you sell $1,000,000 expansion joints for bridges, your site likely
will try to generate a lead rather than get the direct sale off the site! Still, your
Web site must explain the benefits and features.
Be careful when interpreting the “Never bought” answers. A high
number of “Never bought” may not be very relevant, depending upon the
nature of your product category. For example...
Maybe your product is simply so radical that no one has bought anything like it
on the Net before. A good sales-oriented site will overcome that minor problem
(assuming the product delivers great benefits, of course).
Bottom line? Interpret the “Never bought” answers for the the Net Buying
Habits questions with careful consideration of the nature of your product and
your customer.
4.1.4. Bar Chart #4... Frequency of Purchases
The second question about buying habits is about frequency...
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The replies show how often your potential customers purchase similar
products to yours on the Net. As you see in this example, the interpretation is
straightforward...
The y-axis, as usual, shows the percentage of the total number of respondents