designing for 5 types of ecommerce shoppers
DESCRIPTION
Evidence-based user experience research is incredibly valuable to retailers. The Neilsen Norman group has been doing just that. When we found their "Designing for 5 Types of E-commerce Shoppers" post, we knew we had to give it our visual treatment. Enjoy!TRANSCRIPT
5 TYPESDESIGNING FOR
OF ECOMMERCE SHOPPERS
presents
5 TYPES
According to the Nielsen Norman Group, there are 5 main types of ecommerce shoppers.
To increase your sales, you'll need to understand their needs well.
PRODUCT FOCUSED
“I know exactly what I want. I am goal-oriented and I need the site to
give it to me quickly.”
Provide easy access to previously purchased items for simple reorder
Provide descriptive names and clear product images.
PRODUCT FOCUSEDDO THIS:
A streamlined checkout to allow them to make purchases as painless as possible.
PRODUCT FOCUSED
DO THIS:
“I love spending time on your store to find inspiration. I’m just looking,
but I’ll buy if I like what I see.”
BROWSERS
Browsers want to see what's new, what's popular and what's on sale,
Provide sharing widgets to allow browsers to share their favorite finds with their friends
NEW
BROWSERS
DO THIS:
RESEARCHERS
“I have a problem that your product may solve, but I'm not buying your
product until I've thoroughly compared it with all the other options.”
Provide detailed product descriptions, excellent support and clear navigation. Researchers have high standards. Make sure your offering is superior to your competitors
Convert Researchers into buyers by becoming a reliable source of information.
RESEARCHERS
DO THIS:
Enable user reviews for social proof
Use easy-to-edit shopping carts that retain products between visits.
RESEARCHERS
DO THIS:
“I love bargains. Show me a bargain and I'm there. I spend time
looking for the best deals.”
BARGAIN HUNTERS
Provide simple and accessible coupons
BARGAIN HUNTERS
DO THIS:
Display sale items alongside full-priced inventory, as well as provide a clear section for discounted items.
Do whatever it takes to make them feel like they're getting a bargain.
BARGAIN HUNTERS
DO THIS:
ONE-TIME SHOPPERS
“I want to buy something, but I'm not super obsessed about the details.
I have other things to do.”
One-Time Shoppers need to trust you quickly to provide you with their personal and financial information.
Provide relevant company and contact information to allay their fears.
ONE-TIME SHOPPERS
DO THIS:
These shoppers are unfamiliar with your site and your products
Allow them to purchase without creating an account. They'll appreciate it, and be likelier to buy.
ONE-TIME SHOPPERS
DO THIS:
Evidence-based user research is critical for customer acquisition. To learn about how word-of-mouth can further amplify your
customer acquisition efforts, visit:
ReferralCandy.com
Source:http://www.nngroup.com/articles/ecommerce-shoppers/http://www.nngroup.com/articles/long-sales-cycles-online/
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