Understanding Shoppers to Increase Conversions

August 20 2014

Understanding shoppers is crucial to increasing conversions on an e-commerce website. And all these shoppers are not same, which makes it difficult to understand their choices, mindset and behaviour. While some visit with a specific product in their mind, others are usually confused as to what to buy and are generally open to advise. You will also find people for whom shopping is a pure source of entertainment.

Shoppers to Increase Conversions

Generally, internet shoppers can be classified into the following categories:

1. Product-Oriented Shoppers

Product-oriented shoppers are more inclined to speed. They generally have a specific task or product in mind and they are literally on a mission. For instance, Mr X is in need of sports shoes as he is going on a trekking expedition. So, he exactly knows what he wants and there’s a sense of urgency in this case. These types of users just want to confirm that you have their desired product and want to reach it as quickly as possible. So, the browsing time needs to be minimal. The e-commerce needs to show them their wanted item at a reasonable price and with a fast shipping option, and they’ll definitely buy it.

It’s important that you don’t waste their time or you’ll lose them. Taking care of the following things helps a lot in this regard.

  • The product should be listed with crystal clear descriptions along with identifiable names, large images and other details.

  • Try to show the product from different angles.

    1.	Product-Oriented Shoppers

  • Advanced search filters should be incorporated in the e-commerce store.

  • Providing access to previous orders allows easy reordering and is very beneficial.

  • Single-step checkout process and membership functionality eliminate the need to enter redundant data.

2. Leisure-Focused Shoppers

Leisure-focused shoppers appeal for inspiration. These users enjoy spending time on your website provided it is engaging. If they have a good user experience now and then, through what they see and feel when interacting with your website, they connect to your store. This makes them buy when the inspiration strikes.

So, it’s important that you provide fresh, interactive and unique content on your website to enhance the user experience and increase the session time and repeated visits. Keeping the following things in mind can help.

  • Try to include popular and on-sale products in the store.

  • Promote your products on social media to increase likes and shares.

  • Enable reviews and wishlist sharing on the website.

  • Blog is the key for leisure-focused shoppers. It should be updated with fresh and useful content regularly.

3. Researchers

Researchers are in need of information. They are the decaffeinated versions of product-oriented shoppers. They collect and compare data about products like their prices and feature set. They literally educate themselves before making a purchase. In simple terms, they make a self-informed decision. These types of shoppers revisit and bookmark the website. In such cases, retargeting marketing is quite successful.


You need to build trust; as an example, through clean and professional website design so that they can narrow down their options and turn to buyers from researchers. Also, your website has to be a source of immense knowledge; if they won’t find answers to their questions, they’ll leave.

4. Bargain Hunters

Bargain Hunters are in search of great deals. They are inspired mainly by cost and perceived value. They like to find special deals and they react quite promisingly to discount offers, especially when the offer is for a limited duration. So, the prices are required to be displayed prominently. Also, cross-out discounts h2ly appeal to these shoppers. So, including these can help a lot.

5. Single-Time Shoppers

Single-Time Shoppers want clarity. They usually have one-time shopping in mind and are unfamiliar with your site or the products. The only way to win these shoppers is to achieve clarity and trust. The about us section, privacy policy, terms and conditions, shipping and refund policy must be displayed in a crystal clear manner. Also, compulsory membership registration is quite annoying for these users. They won’t be coming back to your website and this forced registration may drive them away.

Hence, we conclude that designing the website while keeping shopper types in mind can really help increase your store’s conversion rate.