I’m a big fan of Maslow’s hierarchy of needs. It’s a simple concept that is often studied/expanded and explains how at the very bottom of the hierarchy you have basic needs. These must be satisfied before you can progress to the next, and so on. Here is how I believe you can apply the same theory to e-commerce.
E-commerce platform
The e-commerce platform itself, the very basic of needs for an e-commerce website to function. Make sure you develop a site that is easy to use, using filtered navigation and split testing to continually optimise for maximum conversion rates.
Site security
Users are gradually becoming more confident with making a purchase online, however there is still doubt in many people’s minds on the security of their transactions. Reassure the user their credit card/personal details are being processed securely, make the site “feel” secure and above all, make sure your online store conforms to PCI Security Standards.
Marketing and value
This satisfies the belonging of your customers. By keeping them informed through marketing channels such as social media and newsletters, offering exclusive deals to existing customers, setting up loyalty schemes and adding value.
User engagement
Build a community around your products. By offering a platform for your customers to collaborate, support and communicate with each other around your products, you allow users to build self-esteem and your website will soon become a central point for useful information, building a great community.
Reputation
By doing everything else throughout the hierarchy you essentially have already set yourself up for user’s self-actualisation. This is the point where you have delighted your customers to the point where they become brand ambassadors. The main process here is regulation and ensuring your brand is echoed throughout everything within your company, from the packaging of your products to the way your employees answer your phone.
Build an e-commerce shop based on these principals and your marketing budgets can be cut, as your users are doing the marketing for you! Just take a look at Apple.