Understanding shoppers is crucial to increasing conversions on an e-commerce website. And all these shoppers are not same, which makes it difficult to understanding their choices, mindset and behavior. While some visit with a specific product in their mind, others are usually confused as to what to buy and are generally open to advice. You will also find people for whom shopping is a pure source of entertainment.
Generally, the 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 a sports shoe 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 to 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 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 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 with different angles.
• Advanced search filters should be incorporated in the e-commerce store.
• Providing access to previous orders allows easy reordering is very beneficial.
• Single step checkout process and membership functionality eliminates 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.
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 type 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 limited duration. So, the prices are required to be displayed prominently. Also, cross-out discounts strongly appeal to these shoppers. So, including these can help a lot.
5. Single-Time Shoppers
Hence, we conclude that designing the website while keeping shopper types in mind can really help increase your store’s conversion rate.