Customer types and how to convert them in your e-commerce
Segmentation and customer types have always been seen as a powerful marketing tool, but many online stores avoid it because it can be time-consuming.
When segmenting your potential customers, there are different purchase stages and types of customers. Some have just found your online store, others are ready to buy, and some have already purchased and are eager to do so again.
Having a strategy for each stage of the purchasing process is key to increasing conversion in your E-commerce.
Planning for all types of clients = Results
If you know what each client needs, you will be able to help them better. When you offer a great user experience and satisfy their pain point, they will look favorably on your business and hopefully become ambassadors for your brand to their friends and family.
Having a million visitors to your site is useless if you can’t convert them into customers. So how can we know what types of customers exist?
Let’s look at the five types of customers who are likely to visit your online store plus one who, although not the type of customer you want, will always be keeping an eye on what you do.
1. The browser
The browser is a visitor who has come to your online store without a real purpose. You are looking for quality content. Browsers often arrive at a website through a keyword search . They may not be familiar with your brand or even know what they want to buy yet.
These types of customers have not yet made the decision to buy something. They could simply be doing some research.
The best way to convert them into buyers is to stay in touch with them . Building a constant content strategy will be important to reach these types of customers.
Email can be a great ally to get started, you just have to build a list of people who are interested in your online business.
Have a subscription form in your e-commerce offering a discount, newsletter or a free guide and then regularly send valuable content to your readers with calls to action. Through email, you can present your products, answer common questions, and demonstrate the value of your product or service through different formats.
Blog posts, podcasts, video tutorials, social networks… Content can be presented in many ways. It’s best to try as many as possible and focus on the ones you feel comfortable with.
2. The comparator
A comparator has made the decision to make a purchase, but is not sure who to buy from. He is looking for the best product on the market.
The comparator wants to know the features and benefits of your product or service. The most important thing here is clarity. If they’re looking for something you offer, but can’t find it, your chances of converting will disappear.
Benefits and features should be easy to find, with detailed descriptions with high-quality images (and if possible video) about the product.
If you offer a service with multiple tiers or subscription options, for example with a comparison chart, you’ll quickly help visitors understand the benefits of each.
Once again, clarity is key.
It may seem like common sense, but you will be surprised by the number of online stores that are not clear about the types of customers.
Don’t be afraid to go deeper. Write detailed blogs about how to get the most out of what you offer. It is important to educate these types of customers so that they understand the benefits and features of your product as well as you do.
You may know what makes your business special, but if the customer doesn’t know, they can’t make the right decision.
3. The Repeat Visitor
Returning visitors have discovered your content and are interested. They may not be convinced of the effectiveness of your product, but they are aware of new developments and offers.
The repeat visitor wants to be sure that what you offer will satisfy their needs and solve their problems effectively.
This is your chance to build trust.
Include buttons to connect on social media on your website. Show your openness and willingness to talk to customers for the world to see.
However, you have to back this up by answering the questions. If you don’t, this approach will be counterproductive and the trust you are trying to build will be for nothing.
Social proof is another great way to build trust. Use customer testimonials and share user-generated content. Use your brand advocates to their full potential and show what your customers think of you.
Having a live chat application is another way to give visitors a feeling of transparency and closeness, as some users prefer to chat rather than call on the phone.
It gives you the opportunity to interact with website visitors and resolve their concerns on the spot. Even if they don’t use it, knowing that someone is there for them if they have a problem in the future is reassuring.
4. The buyer
Some people visit your online store ready to buy. They have already searched for information about the product and have resolved, to a certain extent, their problem or concern. They are looking for a simple transaction.
How often this can happen is tied to many things, including paid ads, keyword searches, or a recommendation from a satisfied customer who has recommended your brand.
The good news is that, over time this will happen and you have to be prepared to take advantage of it and serve these types of clients.
Converting the buyer is simple. These visitors need to see the product they are looking for and the buy buttons.
Make sure the purchasing process is simple and you don’t have to scroll too far down to see the add to cart button. A website with a lot of distractions can lead to a bad user experience. Keep the purchasing process design professional, simple and easy to follow.
Optimize your landing pages or product pages by appealing to these types of customers, satisfying their weak points with good copywriting. This shows the buyer that you understand what they want and that you are an expert in the sector.
A/B testing can help you test your pages and see what works, if you have traffic and have time to perform statistical tests (not all stores do).
→ You may be interested in: Guide to recovering abandoned carts in your online store
5. Existing clients
These are the types of clients that interest you the most. At least every week you should do something to keep them interested in your store and your products.
One of the main functions of your company should be to keep customers who have already purchased.
It’s easier to convince existing customers to buy again. They are willing to spend more and some trust has already been built with them.
Every week you have to think about how to improve your relationship with them. It can be something simple, like an email newsletter just for customers. It could be part of a 34-component retention and loyalty system. Use what you can based on your company’s resources.
But at least every week you should do something to keep them interested in your store and your products.
6. The competition
There is one more visitor you should consider, although you won’t be able to convert him.
Your competition .
Competition is always a good thing. It forces us to give the best of ourselves.
You should do the same.
Visit your competition’s online stores and improve the content, images of products and services. Everyone does it and if you don’t, you’re missing an opportunity.
This way, you will know where you stand in the market, you will get great ideas and you will be able to see gaps in the market that can be exploited.
Remember that everyone is different, but by focusing on breaking down several specific customer types, or buyer personas, you’re setting yourself up to have the best chance of converting as many visitors as possible.
