Setting up an e-commerce website may falsely seem like a simple enough task. All you really have to do is choose a template and a sleek modern theme, set up a shopping basket and fill the site with item descriptions for potential customers, right?
That could technically be true, however, such a platform will be both unreliable and unattractive. Too many online stores are taking a similar approach, and if yours is not up to par with the exact needs of your potential clients, as well as visually unappealing, it will inevitably drown in the ocean of competition.
To know how you can tailor the website to any prospective client, it is important to research your business’s particular eCommerce target audience first. There are five distinct types of clients that you will be able to reach with a smart strategy:
This list is not exhaustive by any means, and you would probably find more types of online customers in other sources. However, solely from our experience, the five aforementioned groups cover most of the people who are consistently shopping online, which makes them the most important to consider in a business growth strategy.
Let’s inspect each type of potential client more closely to see what methods would work to motivate them to make a purchase and discuss whether or not they can be combined.
Those are the whopping 67% of all online customers, and unfortunately, they are not truly valuable for your business in the long run. The deal-seekers are not likely to come back even after a successful purchase, because they might not be exclusively interested in your products if they can buy it from someone else cheaper.
It's difficult to build a long-term relationship with them, making it tricky to get the deal-seekers to come back. Still, you can attempt to grab their attention by sending out newsletters and offering regular (for example, seasonal) bundles.
Emphasizing the quality and uniqueness of the product, or whatever your selling point is, might also work well by shifting their focus from cost to value.
These people don’t really have an exact product in mind while they browse. They want something that “speaks” to them. What can you do on your end to ensure that the impulse buyer will find something attractive in your store? Here are a few techniques that can be useful:
These shoppers are the exact opposite of the previous type. They have to know what they are signing up for in the tiniest details. From all various types of customers, the attentive (or nit-picking) ones will actually read all the descriptions and specifications.
To coerce them into making a purchase, you’ve got to have as much information available as possible: from all of the product parameters to positive and negative feedback. If you are able to provide a free trial sample - that’s even better. If you deliver on what you’ve promised, it’s possible to turn a one-time attentive buyer into a loyal client.
Sometimes they are waiting for a paycheck to make a purchase, or too anxious about spending on the wrong thing, which holds them back from making a decision. Whatever the reason is, this type of clients most often fill their shopping basket and leave it hanging forever.
For the indecisive shoppers, an option to add the item to a wishlist would be really helpful. This way, they won’t feel the pressure to decide on their purchase right away, but also won’t lose sight of the product.
Taking it a step further - offer discounts or randomized sales on the items from the wishlist, and notify the potential clients via e-mail. It can immensely help with bringing them closer to completing a purchase.
Yes, this kind of client exists, and it’s not as rare as one might think. In this day and age, most people recognize the advantages of shopping via the Internet, but many get lost in the ocean of different options. They are blinded by the swirl of colorful images and dumbstruck by the loud slogans.
Those shoppers won’t stay on your website for long if they have to make their way through lots of things to choose from with little to no navigation. How can you as an owner help them make a choice and purchase your product? In this matter, the recommendation section and a variety of available filters are your friends.
To loosen up paralyzed online retail customers, you can also provide them with a limited choice of options on the homepage, providing concise navigation for subcategories if they’re looking for something specific.
Now, after we’ve discussed the most common types of clients a business might face in its eCommerce career, you might feel a bit overwhelmed. The first thought you might have after reading all of the above is to tailor your site to a specific group of eCommerce customers, disregarding the rest.
Judging by the experiences of many small to medium businesses, it’s not a good strategy for those who want to take up significant space on their market. Focusing on a single fragment or type of target audience won’t likely land you sufficient sales, so you’ve got to be flexible and market yourself to various types of customers at once.
WiserBrand’s marketing specialists will happily assist you with it, so you won’t get tangled up in all of the site-building intricacies. Our specialists know how to seamlessly incorporate all the features for different personalities of online shoppers in a single stylish-looking eCommerce website.
They will come up with flashy imagery that tells a story for impulse buyers, provide unfolding sections with lots of detailed specs for more thorough shoppers, set up a wishlist for those who like to wait before making a purchase, and provide a strategy for regular deals and sales to lure in the clearance-seekers.
This way, with the help of WiserBrand, you’ll get an efficient platform for your business to attract larger audiences and evolve into something more, standing the test of time.