Browsers or Surfers
Browsers feature first in the list since they are not potentially ‘shoppers’. They may or may not buy things, you can never know.
Browsers are the most curious people out there. They know what’s on the internet, what websites are offering discounts, which websites have a wide range of products, every bit of this data is stored at the back of their mind.
There can be either of the two cases here,
A) They know about your website or the app and they chose to spend time on it, or
B) They were just surfing the internet and stumbled upon your website by chance.
In both the cases, however, there lies a great opportunity.
Browsers, as stated earlier, are curious minds. Hence they serve a great potential to become buyers.
Providing a consistently good experience creates a good impression on their minds.
Note that browsers tend to work their way out through various categories and sections of your website.
A key factor that can help turn them into buyers is through promoting ‘New Arrivals’ or ‘Recommended’ section.
Researchers or Explorers
The next in line are the researchers.
Unlike Browsers, researchers depict a potential of buying. They can be put under the category of potential buyer.
However, the catch is, the buying can happen today, tomorrow, a week after or six months later.
People under the Researcher category exhibit that they have crossed the awareness stage are now into the consideration stage.
They are considering their potential options. If a person is conducting research about anything, it means he/she is looking for details.
Details that can satiate their confused mind, provide answers to their underlying questions.
Researchers are a notch above browsers in terms of potential buyers. If a website provides a detailed explanation of products, trustworthy support, easy navigation, and crisp product images, they may more incline towards buying from that website.
Hence trust is the most important factor for researchers. Simply providing consistent information and clear to the point product descriptions work here.
Since trust is mentioned here, product reviews or user reviews become the most influential factor here.
Researchers will tend to trust previous customers who have bought similar items. Comprehensive user reviews and ratings act as a catalyst.
The third category of shoppers is the mixture of browsers and researchers.
One-time shoppers form a majority when it comes to segmenting.
This is one of the most densely populated categories among shoppers.
It is the inconsistency of these shoppers that makes them the hardest to convert.
They may or may not have a specific product in mind. They may or may not have researched the product already.
For one-time shoppers, clear product descriptions, about us pages or company information serve a great purpose.
This establishes a sense of trust in them. To turn these shoppers into Sureshot buyers, a website needs to keep in mind, both, the key elements for Browsers as well as Researchers.
A website should display ‘New Arrivals’ or ‘Recommended Products’ category along with crisp product descriptions and user reviews.
One notable factor here is that one-time shoppers tend to hate the registration process. They prefer quick and easy checkout over registering on the website.
These shoppers are doubtful whether they will ever return to the site again, they preferred guest checkout more.
This segment talks purely about those shoppers who will shop only if they find a great deal or a satisfactory bargain.
They tend to purchase because they get a good bargain and not vice versa.
They too are a mixture of Browsers and Researchers but with an eye for deep discounts.
Bargain hunters do not tend to stick to a particular merchant or a website. The deal here is to make them long-time loyal customers.
Since they are looking for discounts, a website which displays deals or sales prominently gets their immediate attention. Display sale items alongside the complete full priced inventory while maintaining an entirely separate section for discounted items.
Also, allowing easy coupon redemption or applying deal discounts automatically when the criteria are met is a great benefit to attract these shoppers.
Notable factors for such shoppers are the items on sale, clearance, time-based deals, coupons and deals, membership discounts, gift cards etc.
To rake in more customers, more websites and apps prefer having items on discount perennially.
The last but not the least category of shoppers are the product focused shoppers.
These shoppers are have been through the awareness stage, have considered their options and are now at the decision stage. They know exactly what they want. Product-focused shoppers have the product in mind.
They have seen it in-store or stored on their wishlist or are looking for a replacement, it can be anything.
One thing is for sure that they do not intend to browse, research or look for any deals on the website.
They want quick navigation, easy checkout, and payment. They do not look for any descriptions, specifications or product reviews.
They probably have a look at the image and price and that’s it. The focus here is the speed.
To take the user to the product they are looking for, adding it to the cart and easy checkout process.
The other sections of the website like discounted section, new arrivals or recommended products may not interest them. Get them through the checkout and payment as quickly as possible.
Notable factors include an improved and streamlined categorization of products. A highly effective search bar and result display.
Images and short product descriptions should be crisp and to the point.
Product-focused shoppers tend to look for the product through the search bar since it is their safest bet.
Also, permitting easy access to their wishlist, shopping cart or previously viewed items is beneficial.