Performance

4 Types of eCommerce Website Shoppers & How to Improve Their User Experience

Post date 09/04/2015

Author Jeremy Martin

Although all eCommerce website shoppers favor sites that load quickly and are easy to navigate, the importance of other aspects of the shopping experience may differ greatly from one user to the next. In general, you can expect to see the following four types of online shoppers at your site:

Improve User Experience for These 4 Types of Shoppers

Product-Focused

Likes: Upon arriving at the product page, this type of shopper wants to see items clearly identified with descriptive names and clear visuals. Additionally, the product-focused buyer appreciates displayed information about previous purchases and available guest checkout. Dislikes: This type of shopper has no patience for websites that are difficult to navigate. Casual browsing is of no interest to the product-focused shopper. Why They Buy: They’ve found their product of choice. Why They Leave: The product is unavailable or difficult to find. Website speed is essential and has a direct, measurable impact on metrics: each additional second of load time translates to a 7 percent loss in conversions. (Tweet This!) Upon arriving at the product page, this type of shopper wants to see items clearly identified with descriptive names and clear visuals.

Researchers

improve user experience Likes: Researchers are fond of social proof via reviews. However, this is true not only of research-style shoppers, but of shoppers in general; 55 percent look at reviews before making purchases. (Tweet This Stat) Dislikes: A complete lack of reviews is the easiest way to annoy a research-style shopper. These website visitors also dislike to-the-point, no frills pages. Why They Buy: Visitors will return again and again if they decide that they can trust your site. Why They Leave: Your site lacks background information and positive reviews. hose who bounce after examining reviews may be persuaded to return with the help of an email-based nudge. Research from Listrak indicates that recovery emails sent within three hours of cart abandonment achieve a 40 percent open rate and a 20 percent click-through rate. (Tweet This Stat)

Bargain Hunters

improve user experience What They Like: The main goal of the bargain hunter is to secure a good deal. These shoppers like abundant deals and clearly-listed prices. What They Dislike: Bargain hunters do not a lack of discount options. They also are not eager to search extensively for sale items. Why They Buy: Even if they’re considering abandoning their shopping efforts, 54 percent of shoppers will happily reconsider if the item is offered again at a discounted rate. (Tweet This!) However, simply displaying low prices or returning with lower offers may not be good enough. Bargain shoppers want to find good deals fast, so optimized website speed is necessary for sites that wish to improve user experience; and, ultimately, secure conversions. Why They Leave: It’s all about dollars and cents for this type of shopper. If they find a better deal elsewhere, they will be quick to abandon your site.

Browsers

improve user experience What They Like: The typical browser is a laid-back user on the hunt for a cool new product he or she can show off. Social media is a big deal for these shoppers — 16 percent purchase items displayed by their friends on Facebook, Instagram or other sites. (Tweet This!) As such, it is essential to include widgets that allow these shoppers to share their big purchases with their social media followers. This type of shopper also appreciates navigation tools such as links to suggested products, as well as lists of top-selling or most popular products. What They Dislike: Browsers are all about new products. They hate seeing the same things over and over again. Why They Buy: They consistently are offered a good online experience with plenty of new items to browse. Why They Leave: They’re simply not ready to buy. That might change if their social media followers give them a nudge in the right direction. A website that is optimized for multiple types of shoppers is the most likely to attract conversions and return visits. As you design and refine your site, keep researchers, bargain hunters, browsers and product-focused shoppers — and their preferred shopping methods — in mind.