Did you know that around 263 million U.S. consumers are online shoppers? The number will only continue to increase. Despite these numbers, only some individuals that visit your online store are ready to convert. So, how do you know which online shopper is worth the effort? Since every customer is unique, it’s important to consider the best methods for converting the primary types of online shoppers. 

Discount Seekers

Discount shoppers are not 100% loyal to your brand and easily switch from one online store to another. When these people find the product they need, they typically google the desired item to find it on several websites and compare the price. It’s challenging competing in this category since you won’t be able to provide the lowest price for everything. Additionally, regular discounts aren’t an option because they will devalue your brand products.

However, there are still ways you can appeal to shoppers looking for a “deal.” Most shoppers appreciate a percentage off on any product. Other alternatives include free shipping, flat dollar amounts off, and free products with purchase. Also, attempt to implement a loyalty program to make your buyers stick around. It’s better than offering one-off coupon codes, discounts, or sales.

Wandering Buyers

Wandering buyers do just that – bounce from store to store, more drawn to what catches their eye rather than a specific brand. Unfortunately, wandering buyers have a high cart abandonment rate and frequently return purchased products.

Fortunately, online stores have a smart way to convert them through a quick checkout. Wanderers are most likely to place an order when they can purchase on your website with just a few clicks. You should have a smooth checkout process and remove lengthy registration. Only request an email address and enable login through social media websites or Gmail.

Need-Based Shoppers

These shoppers visit your website with a specific goal, searching for a product to solve a problem. They are detail-oriented and often compare items on various websites.

Instead of luring them with low prices, you should emphasize quality. Besides product quality, need-based shoppers appreciate relationships and excellent customer experience. As a result, they will become repeat customers if they like what you provide and how you treat them. A few ways to convert need-based shoppers include:

Impulse Buyers

Impulse buyers are another significant group of consumers to target. They are similar to wandering customers, and their purchases are often driven by emotion and gut feeling.

When converting impulse buyers, the main rule is to market emotions. Advertise your products as something innovative every individual should have. Also, consider running time-sensitive promotions to push website visitors into instant purchases. A quick and convenient checkout process also ensures that these customers can complete their purchases before changing their minds.

Loyal Customers

Loyal consumers are favorable among all businesses, regardless of online or offline. They produce more revenue than other buyers but comprise a small group since converting a lead into a loyal customer is a long process. Loyal advertising campaigns effectively produce and nurture loyal customers. Additionally, you can send them a thank-you postcard, a gift, or a one-time discount after a year of brand loyalty.

Latest-Product Consumers

This type of shopper is most seen in technology and fashion markets. They are obsessed with the latest trends and products and are always ready to pay several dollars more for something their peers don’t have. Your company should be the first to distribute products that have been released. Also, indicate the early access benefits on your marketing materials and website.

At Adventure Web Interactive, we understand how customizing your online experience can make an impact in attracting these six online shoppers as well as furthering your brand. Our experience has shown us how to structure your advertisements so that consumers can see your ads at the right time and know whether your store is right for them. Building the best SEO on your site can also help your business reach customers through Google Search when they are looking for your products.

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.