There are 4 types of online shoppers, so here are a few strategies to leverage their behaviors, attracting them to your eCommerce.
It’s one of those things that feels like going to the gym. It can be difficult to get started, but once you’ve got a process and routine in place, the payoffs are usually worth it. And if anything, COVID has accelerated its use, and the adoption of online shopping will continue to exceed pre-pandemic levels. However, the competition in e-commerce is fierce, so it would be reckless to jump without a clear goal or picture of what you want to achieve in mind.
In order to beat your competition, retain your customers, and increase your sales, you need to have the right eCommerce strategies in place. So, before you take the plunge and commit valuable time and resources to craft your plan, it’s important to take a look at your customers to better understand who they are, what they’re looking for, and what you would like from them.
Here are 4 categories of online buyers and how brand marketers can attract them.
# 1 The casual shopper
You know the feeling, you walk into a shop thinking you’re just going to get a few basics and end up buying half the store. However, while it may seem appealing to pursue these customers in order to build your audience at the top of the funnel, the main challenge is that their attention and focus are limited, making it difficult to engage with them beyond the initial transaction.
However, if you’re looking to build your initial audience base, kick off the following:
– Simplify the checkout process. Less friction, the easier impulse purchases become.
– Recommendations to create desire and reason to come back.
– Build trust through education. No one wants to make a bad decision, so the more informed you make them, the better your chances of converting a sale.
# 2 The price-conscious shopper
This is probably the most common type of online shopper. The deal seekers, they like to find value in their purchases and are a very fickle bunch. Cart abandonment is common and they do most of their brand research in-store or brand pages before they buy.
So how do you attract them? Try this:
– Time-limited offers to trigger a fear of missing out and make it seem like the best offer possible, hence the short deal time.
– Take the conversation away from the price. People are usually willing to pay extra for the value, so it is up to the brands to prove the value beyond the currency by highlighting the benefits that set your products/services apart.
# 3 The convenience shopper
As they say, time is money and this audience reflects that. They are generally needs-based shoppers and prefer to shop online to save travel time and the hassle of lugging around their load.
Here’s what you can do to capture and convert them:
– Implement ID authentication as part of your digital UI / UX, so that by the time they log in, all key purchase information is already in place, reducing time to checkout and completing the purchase.
– For frequent or repeat purchases (like groceries, contact lenses, etc.), encourage them to establish a regular standing order to eliminate the effort and inconvenience of having to do it over and over again.
# 4 The loyal shopper
This group is most likely to make repeat purchases because they genuinely care about your brand and are very engaged and involved. While they might make up a small portion of your customer base, they would most likely generate a large portion of your sales and would be brand advocates too.
How to get your most loyal customers into a conversation:
– Loyalty programs are essential to engage this audience. They want to be shown love for their loyalty and to feel like they are part of something bigger – so perks and early access to sales and new items will help foster customer recognition.
– Product reviews in exchange for access to exclusive workshops and experiences for customers. People want to hear the real reviews from others before they buy, so this is your best chance to get good press for a great product.
If there’s one key thing to remember, it’s that not all customers are the same and not all are worth the acquisition cost to target, so it’s vital to identify where your main ones are and then woo them with carefully crafted communication that speaks to their needs.