Online Shopping Through Consumers’ Eyes – Book Review

Author: Gab Goldenberg

My friend Geno Prussakov wrote a fascinating book entitled, Online Shopping Through Consumers’ Eyes. This is my review of Geno’s book, for those who might like to buy it.

After reading his affiliate program management blog for several months, I finally got to meet Geno in person at last month’s Affiliate Summit East, where he gave me a copy of the book. I tore through it on the way home and finished it in about 2 days.

As you might guess, the book is an easy read, and not overly long. It’s substance is a presentation of a  107-question survey of consumers who have shopped online.

Geno begins by presenting the question asked, continues by sharing the results (usually in the form of a chart), and then he presents his own analysis of what the answers mean. Frequently, that analysis includes actionable tips for internet marketers.

The questions themselves cover topics that are extremely pertinent to current online marketing challenges.

Question #80 asks: “What would you consider a substantial one-purchase spending for the total of an online order?”

The top answers were $250 – $500 (27%), $120 – $250 (26%) and $500 – $1000 (20%).

Question #60 asks what would make consumers, while browsing for a specific product (eg people in buying mode), choose one store over another. Geno got a list of over 20 factors from the open ended answers!

Do you know how valuable that is for building a point of difference and lifting conversion rates?

Anyone doing online marketing for an ecommerce site, especially in a B2C context, will obviously derive interesting insights from the book. Personally, this gives me an idea on where to make the cutoff points for price-refinement navigation.

Question #60 helps marketers find a point of difference. Geno asked, “When browsing the internet for a specific product, what criteria ultimately dictate you choosing one store over another for your purchase ?” The answers he got came out to a list of over 20 factors!

At the same time, I found problems with how Geno conducted the survey.

- There were leading questions that suggested one answer over another.

-Sometimes the answers were improperly or poorly structured. For instance, 10% of people thought that a purchase of $100+ was a significant total for an online order (eg in response to question #80). If you combine that with the $120 – $250 segment, then really 36% of people think that order totals between $100 – $250 are significant, for an online purchase.

Despite these problems, there are a lot of valuable ideas to be found in the book. You should buy it, just make sure to keep your critical thinking hat on and not accept everything at face value.

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Comments

  1. Thanks for the book review, Gab. I agree with the criticisms, but happy to see that you have still found the book of use.

    Comment by Geno Prussakov - September 21, 2009 @ 10:51am
  2. Thanks for giving it to me Geno! It was a great read :).

    Comment by Gabriel Goldenberg - September 21, 2009 @ 11:44pm

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