In selling your product or services online is not much different than selling it on a brick-and-mortar store. That is because people who purchase product or services online are not really that different from those people who purchase offline. There are many factors that influences the buying decisions online; most of them are actually are uncontrollable. Here are top five factors that influence the buying decision of people who shop online.

1. Security. One of the most important things to consider in ecommerce web design is the issue of security. Most of the consumers who use online for shopping are educated people. They have read up incidents on cybercrimes and very concern on cyber security matters. It is important to convince your website visitors that their information, both personal and financial, is handled with confidence and care. If you can assure your visitor that your site is safe, then you are one step closer in gaining a customer.
2. Right attitude. Your attitude in approaching customer would greatly affect on how they react towards the product or services you are offering. In the case of online marketing, you can show positive attitude by answering questions promptly and politely. Do not be rude to customers who ask a lot of question but do not make purchase at all. Just because a person has not made a purchase in the past does not mean that she won’t make a purchase in the future. The saying "Customer is always right" might be a cliché but it is true. You can win a hesitant customer by using a positive approach towards them.
3. Privacy. In addition to security, online consumers are concerned about privacy. Building trust in your customer takes time, but it could help to gain their trust faster if you assure your customer that you will guard their personal information with absolute care. Having a Privacy Policy page on your website is very essential. Privacy is very important to online shoppers, so if you are planning to gain their trust and confidence you should have comprehensive and clear privacy policy on your website
4. Quality. The quality of the product or the services you offer is one of the major factors in the success of your online business. SEO and paid advertising can bring visitors to your site but you cannot force them to buy your product, if the product you’re offering doesn’t meet their standards. As they say, "you can the horse to water but you cannot force the horse to drink." In order to get them to purchase online you have to ensure them that product or services you is of outmost quality and the money they will be spending will worth it.
5. Appeal to emotion. This is one of the "uncontrollable" and "unexplainable" factors in buying influence. Lot of people buy for emotional reasons and defend their purchases logically. There are customers who buy in the spun of the moment because the product appeals to them in emotional level. If you could connect to customer in emotional level, then you win yourself a customer of a lifetime.

In conclusion, you have to remember that each person buy for a different reasons. Selling online doesn’t only involve technical stuffs but you have also considered the other intangible factors like emotion and trust.

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