The biggest distinction between online shoppers and non-online shoppers is that those that buy online do it all the time with all kinds of products and those that don’t buy online don’t buy at all.
So the biggest part of an online retailer’s job is converting a non shopper. Because once the life long behavior of touch, feel, fit and try has been broken shoppers will be more comfortable entering their credit card numbers for future buys.
The future of online retail isn’t in getting a larger share of Heather’s wallet, but rather, in getting more Heathers to buy online for the very first time.
What’s the biggest difference between buying online and offline? Shipping costs. Have you tested offering two-way free shipping to new customers? Have you tested sending a hand-written thank you note with the order?