You’ve built and launched your e-commerce site. You’ve set your target market. You’ve got everything in place. What’s next? You need to understand the psychology of your customers—how your market thinks and behaves. Delving deeper into the impact of psychology on consumer behavior can help boost your e-commerce sales.
No two shoppers are exactly the same and each has a particular way they like to shop. So, what does the shopper on your site look like? Well here are the 5 types of online shoppers you will encounter in the ecommerce world.
Before I get into the types of shoppers, I should explain that there are hundreds of sub-types of online shoppers (personas). These are the highest level shopper types that most other personas can be categorized into.
Here is what these 5 types of online shoppers are looking for:
1. Price Sensitive Buyers: Looking for the best price
Tactics to Encourage Price Sensitive Shoppers
- Bundle Products: Price sensitive shoppers don’t always need the lowest price; they just want the best value they can find. Instead of trying to slash your prices, try bundling multiple products into a value pack. Take products that complement each other and offer a discount for buying them at once.
- Show Benefits: Sometimes you can move a price sensitive shopper away from looking at the price. Instead of focusing on all the features of a product, try showcasing all the benefits. It is easy to turn features into a maximum price you would pay; it is much more difficult to do the same for benefits.
2. Best Product Shoppers: Looking for the best product
Tactics to Encourage Best Product Shoppers
- Provide Resources: These shoppers are looking to educate themselves on the product before they purchase. Help them acquire the knowledge they need by providing relevant resources on your site. These could be videos that explain a products features, a guide to get you started in X, or even a blog. If you want a great example checkout Cheap Humidor’s Cigar University.
- Comparisons: If you know your customers are comparing all their options before making a purchase, why not give them everything they are looking for? Show them the differences between your product and the competition in a convenient comparison guide. It will save them some time and keep them on your site, once they leave it is much more difficult to get them back.
3. Latest Product Shoppers: Looking for the latest/newest
Tactics to Encourage These Online Shoppers
- Encourage Account Registration: This type of online shopper can be very profitable, if you can keep them informed. Be sure to incentivize them to create an account rather than checking out as a guest. You can do this by offering a percentage off their current order, a free gift, or by rewarding points. When a customer has an account with you it allows you to re-market to them later.
- Targeted Email: Once a customer has registered for an account you can start to market through email. This type of shopper likes to stay informed but does not want to be “spammed”. Use a targeted email solution like dotmailer to send tailored and relevant content and products. If you send them products based on past preferences, you will get them coming back again and again. Just be careful you don’t over market and annoy them.
4. Buy Now Shoppers Looking to buy now
Tactics to Encourage Buy Now Shoppers
- Simple Checkout: Online shoppers who are ready to buy only have one obstacle on your site, and that is the checkout. Be sure that they can easily buy the item they came to get. This includes reducing the amount of steps, showing the progress towards completion, and inline validation forms. These tactics also help to reduce general cart abandonment and better conversion rates.
- Allow Guest Checkout: While you should encourage shoppers to create an account when checking out, you should also give them the option to checkout as a guest. 30% of customers will abandon a cart when they are not given the option to checkout as a guest, those customers are “buy now shoppers”.
5. Experiential Shoppers: Looking for an experience
Tactics to Encourage Experiential Shoppers
- Subscriptions: A subscription service provides a unique way for this type of customer to buy, which they love. You don’t have to be a subscription based company like Frank & Oak to use subscriptions. Many traditional ecommerce sites are starting to use subscriptions as a unique offering. Many sites are allowing customers to subscribe to a random assortment of products each month for a set price. These randomized products are the exact experience these shoppers are looking for.
- Loyalty Programs: Loyalty programs are another great way to create a unique experience. They allow your shoppers to become a member, and therefore a part of your brand/site. They also can create an element of exclusivity by creating a tiered program. With tiers your shoppers will strive to become part of an exclusive group of shoppers who get extra benefits. There are tons of examples of loyalty programs online. These are a great way to provide an experience to this type of shopper.