Each eCommerce shopper is distinct. Some shoppers visit with a specific item in mind, while others choose what to purchase. From product images to check out, every part of an eCommerce site is essential for the site’s success. However, there are five primary types of eCommerce shoppers who rely on the various elements of the website. They are product-focused, browsers, researchers, bargain hunters, and one-time shoppers. 

Product-Focused Shoppers

These shoppers know what they want! They research and choose the products they want to buy. Product-focused shoppers are also goal-oriented. They aren’t browsing the site; they want to locate and purchase the item. So, the goal here is efficiency. The most critical elements for product-focused shoppers include the following:

• A clear ID of each product that displays descriptive names and product images
• An effective search that makes it easy for product-focused shoppers to find the items of interest quickly
• Easy access to previously bought products for simpler reorder
• A quick and easy checkout process

Browsers or Leisurely Shoppers

Browsing shoppers visit their favorite websites or new sites to kill time or for inspiration. They want to dream of potential purchases or stay up on the latest trends. In addition, browsers want to see what’s popular, what’s new, and what’s on sale. For instance, top-selling, top-ranked, and popular products attract all browsing shoppers. Remember the key elements for browsing shoppers consist of:

• The listings of popular, new, and sale products
• Easy access to new products via recommended products and links
• Ability to share information about liked products

Researchers

Similar to product-focused shoppers, researchers are goal driven. They collect information about products and prices at any stage of their research. Moreover, these shoppers might visit several sites to gather information before purchasing. Trust is critical in online transactions. If researchers see that your online website displays excellent support, detailed product descriptions, and straightforward navigation, they are more likely to buy from your site.

Most importantly, they appreciate websites that make it easy to return to product descriptions and eliminate items from the cart. The main elements for researchers include:

• Clear product descriptions with details
• Easy-to-understand language in product features
• User reviews
• Easy comparison between items
• Easy-to-edit shopping carts that retain items between visits

Bargain Hunters

Bargain hunters are constantly seeking the best deal possible. Their behavior affects any of the other shopper types. They also must be able to locate sales and view the prices. So, available discounts must be simple to use on your online site. You have an opportunity to convert bargain hunters into repeat customers. For example, if a bargain shopper signs up for newsletters to receive a discount, make sure to send it immediately, as they might count on using it for the purchase. Remember the following components:

• Offer sale items along with full-priced inventory and a clear section for discounted products
• List related discounts and savings with product prices
• Enable easy coupon redemption or apply discounts instantly when criteria are met

One-Time Only Shoppers

One-time shoppers might be browsing, product-focused, researching, or bargain hunting. They are often gift-card buyers, gift-card recipients, or gift buyers. Also, they intend to wait to visit the site after the initial purchase due to a one-time need. A primary complaint of one-time shoppers is site registration. They appreciate online sites that allow them to purchase without creating an account. So, make sure to keep these critical elements in mind for one-time shoppers:

• A clear site navigation
• Reputable company information
• Complete product descriptions
• Easy checkout without registration

At Adventure Web Interactive, we believe an excellent eCommerce user experience is critical for all shopper types. However, various elements take on significance depending on the shopper’s goal. Designing your website and online store with user types in mind enhances the overall shopping experience and boosts customer satisfaction.

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.