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Our research shows that there are 5 common styles of online shoppers on your E-commerce website. By getting to know what drives them and how they browse, businesses can make smart changes to improve their website. This helps keep customers happy and can lead to more sales. Catering to each type—whether they’re deal hunters, product researchers, or one-time buyers—helps create a shopping experience that encourages repeat visits and boosts overall sales.
According to our research, 5 types of online shoppers frequently shop on your e-commerce platform, including:
Targeted buyers
Browsers for fun
Researchers
Deal hunters
One-time buyers
5 types of online shoppers who frequently shop on your e-commerce platform
These customers are focused on products to determine exactly what they want. They are are goal-oriented. They know what they need, and they want the website to provide it to them quickly.
So, the primary focus here is speed. Get the customers to the right product, let them know it’s the right one, and guide them through the payment process. Customers might don’t rush but they don’t linger and take their time just browsing the website.
The characteristics of the targeted buyers
Key web elements for product-focused customers include:
Clear product names, descriptions, and images.
An efficient search engine for easy item discovery.
Quick access to the shopping cart for reviewing items.
A streamlined checkout process for fast payments.
You might also be interested in: The benefits of thumbnail images for conveying content on websites.
These types of customers are leisurely shoppers. They visit E-commerce websites out of enjoyment, to seek inspiration, or to pass the time
The goal of these E-commerce shoppers is to:
Stay updated on the latest trends.
Contemplate future shopping trips.
Prepare for their next shopping excursion by browsing websites or researching online before visiting a store.
Typically, they are potential customers, preparing for future purchases. This type of customer wants to see what’s new, popular, and on sale. They are interested in the latest items, the most recent deals, and what others are buying. Best-selling products, popular items, and top-rated products can all attract these users.
The characteristics of the browsers for fun
Key elements on the website for these shoppers include:
Attractive listings of new, popular, and discounted items.
Promotional details tied to recent trends.
Recommended products.
Options to share favorite products.
Customers who research products, much like online shoppers focused on the product, are goal-oriented individuals. They intend to make a purchase, but the actual purchase may occur today, tomorrow, next week, or within six months. They are researching and gathering information about products and prices
They can be in various stages of research. They might be exploring new product types, seeking the right price point, or a suitable combination of features.
Research can range from an in-depth investigation to a quick decision to compare products.
Researching customers may access multiple e-commerce websites to gather information before deciding to make a purchase. Your goal is to convert these researchers into shoppers on your website.
Trust is vital in online transactions. If researchers find that your website provides detailed information, excellent support, and clear navigation, they are likely to purchase from your website.
The characteristics of the researchers
If your website offers limited or unclear product information, they won't spend time researching. And they certainly won't purchase on a poorly optimized website.
So, to convert your researching customers into buyers, become a knowledgeable and trustworthy source of information and products.
Key elements on the website for researching customers include:
Clear and detailed product descriptions.
Simple explanations of unfamiliar terms or features.
Customer reviews of the product.
Easy product comparison.
An editable shopping cart that retains items between visits.
Promotion hunters are individuals searching for the best possible deals on products. The behavior of deal-hunting can influence other types of E-commerce shoppers as well. Some shoppers are simply browsing but get dawn into making purchases due to the prospect of greater deals.
To cater to the needs of these types of customers, prices on the website should be listed. Discounted items should be presented alongside regular-priced items, with promotions prominently highlighted. Discount code, if available, should be easy to use during the checkout process.
The opportunity with promotion hunters lies not only in making a sale but also in turning them into repeat customers. If customers subscribe to receive newsletters for discounts, remember to send them promptly, as they might use them to purchase items already in their cart.
The characteristics of the deal hunters
Key elements on the website for deal-hunting customers include:
Highlighting discounted items with clear pricing details.
Displaying product prices alongside discounts.
Easy coupon code redemption or automatic discount application when criteria are met.
E-commerce one-time shoppers may share the same objectives as one of the four types mentioned earlier. They are often recipients of gift cards, gift card purchasers, or gift shoppers. They have no intention of revisiting the website after their initial purchase. They visit your website to fulfill a one-time shopping need.
These E-commerce shoppers are not familiar with the website they are visiting. They require a navigated website for the products they are interested in. Clear product descriptions help them identify which items best meet their needs.
The primary inconvenience for this type of customer is the account registration process for purchasing on the website. A majority of one-time e-commerce shoppers complain about the effort required in the registration and payment process. They are especially averse to mandatory registration, as they believe it discourages them from returning. Furthermore, they prefer websites that allow them to make purchases without requiring them to create an account.
The characteristics of the one-time buyers
Key elements on the website for one-time buyers include:
A quick and simple registration or guest checkout option.
A straightforward and fast checkout process.
Clear and transparent shipping information and costs.
Easy access to customer support for any inquiries.
Post-purchase follow-up options like tracking and confirmation emails.
A good E-commerce shopping experience is crucial for all types of shoppers. However, each group has its unique customers to enhance the overall shopping experience
That concludes our discussion of the five common types of e-commerce shoppers. We hope this article has been helpful to you. If you are interested in user experience topics, please visit our knowledge blog
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