7 Types of Customers and How to Convert Each of Them
How you can convert more visitors by understanding these seven types of online shoppers
Are you growing way more traffic than sales on your online store? Have you analyzed everything, trying to reach more of the market you know is there, but you still can’t get more conversions?
We operate with digital marketing managers every day, assisting them to come up with ways to increase that metric that can make or break any online business: conversion rate.
Most of the time, we find one or more of these three conditions exist on the sites we evaluate:
- The website is tailored to one type of user but ignores others.
- There’s no proven conversion rate optimization strategy in place – just hit or miss tactics.
- Content writers and designers are talking to themselves, not to the wanted audience.
We can show you how to get out of that habit and begin making more sales – without having to rebuild your business to do it thoroughly.
Many times, the dilemma is not with what you’re selling or even how you’re selling it. We will discuss what the real obstacles might be and provide tips on how you can overcome them.
What Types of Shoppers Do You Target?
For example, you own a retail store that secures a high-trafficked plaza. You stand at the main entrance to your shop, welcoming people as they enter. You intend to get to know your shoppers better, so you ask them, “Why did you visit my store today?”
Here’s what you find:
Visitors
Some visitors are “just looking.” They’re not following anything in particular. They’re having entertainment shopping and want to see what you have that might get consideration. They may be looking for a different shop, but got lost in all the mall traffic.
1. Bargain Hunters
Some shoppers have heard you’re open for sale. They are willing to see if they can find a discount.
2. Buyers
Some shoppers are there on a mission. They know what they want, and they’re there to get it.
3. Researchers
Some are researching. And have a vague idea of what people want, but want to compare options and prices.
4. New Customers
Some are relatively new customers. They experienced their last visit to your store, and they’re back to find out more about what you offer.
5. Dissatisfied Customers
Some customers there to return something. For some reason, a previous buying didn’t suit them. They want customer service.
6. Loyal Customers
Some are your most loyal shoppers. They visit again and love shopping with you.
Is that a fair evaluation of what a local store owner might discover by welcoming customers for a day? Wouldn’t this be worthy information – particularly if it would provide you to provide more to the particular needs of each?
Imagine what: the very same thing refers to your online store. If you can master to identify your different types of buyers, and how to deal with them, your ability to convert those shoppers will increase.
There’s often an unrealized blockage between an online website and tremendous conversion rates. Writers and web designers usually fail to address the needs of more than one or two types of customers. Remaining ignored.
That’s why they quickly leave.
Critical Tactics for Recognizing and Working Different Types of Customers
There are many techniques for grouping the different types of buyers that visit a website. The strategy we are laying out here is by no means the only model. Nevertheless, a path that works.
Be cautious of getting pulled into arguments over customer personas, location in the sales funnel warm/hot/cold leads and any other possible rabbit trail.
Keep it simple.
You have potential buyers coming to your ecommerce website, you identify most of them to fit one of the seven types of shoppers explained above, and it’s a given that the better idea you can serve each type the more sales you’re going to get. You don’t need to think any deeper than that to get started.
Let’s go right on to examine what each type of customer needs. You should look to your resources and brand to come up with the tactics that best suit your target audience.
How to Convert Online Visitors
We’re talking key sales strategy here: find the need and fill it. Try that at every level in your business, and you’re well on the way to an ROI.
1. Don’t look down, lookers.
Lookers are relishing the chance. If you attract get them to stop long enough to view a special offer, you may be able to convert them now. It may take several visits to obtain that first sale, though, so don’t be discouraged if they look around a bit and leave. That’s what they do.
You’ll want to encourage spectators to get on your email list. If they enjoy the first visit, chances are good they’ll be back, and email is a great way to incentivize them to do so.
Primary conversion tactics for spectators:
Make sure your ecommerce website is easy to navigate and search. Make it easy for visitors to browse around. Give them an attractive design to give you their email addresses or other contact information, then develop the relationship with an appealing campaign. Cart abandonment emails can be the best way to fascinate the interest of a looker.
2. Keep discount lookers happy.
We do not suggest you involve in a price-slashing war with your competitors – not at all – and slashing isn’t real conversion rate optimization. It’s wise for most businesses, nevertheless, to be keenly aware of the excitement people feel when they get a discount. Even a small price adjustment or other exclusive benefits can be enough to turn a “No” into a sale. Analyze the research conclusions on the importance of free shipping. No one likes to pay full price for products. Every consumer – even wealthy customers – want to get a deal. Some need approval before they buy it.
Primary conversion tactics for discount hunters:
Try to include a “coupons and discounts” page on your online store; don’t make your shoppers waste at checkout and go elsewhere to find special promo, only never to return—highlight sale stock instead of making shoppers seek them out. Usually, you can get the prospect’s attention with a discounted item, then address specific needs that require an upsell.
3. Give your customers a straight way to the purchase.
Purchasing from you should be hassle-free. Clear every restriction from your buyers’ way and provide them what they want. Simplicity is a king when it comes to site navigation. Customers don’t need pop-up ads annoying in their way or lengthy, friction-filled checkout modes. They want to buy it. They need to buy it. Let them buy it.
Primary growth tactics for shoppers:
We suggest you start with a free landing page assessment from The Good. It’s a unique way that shows you the bottlenecks in the path your buyers must go on the way to making a purchase.a
Once that evaluation completed, you’ll better equipped to not only let shoppers buy but urge them to buy even more.
4. Help your researchers get what they seek.
Do you ever do some fundamental research before deciding on a purchase? I sure do. Researchers need to feel they’ve well considered the options, and they’re making the right choice. Your job is to assist them.
Primary tactics for researchers:
Provide plenty of dimensions, directions, details, data – anything and everything a prospective customer might need to make a notified decision. Your job is to discover the kinds of things researchers will need to know, then make it easy for them to obtain that information.
Many ecommerce researchers especially enjoy sizing guides, high-quality photography, and videos, while B2B researchers usually like downloads and white papers.
5. Welcome new shoppers back and treat them like gold
Make you feel like a celebrity for buying from you, and I’m very likely to be back for more. Ignore me, don’t appreciate me, and that possibility sinks rapidly. New customers need to feel they made a wise decision, that you stand behind your products, and that you’re glad they’re your customers. Brick and mortar teams do that by being available to answer questions, with no-hassle returns, and by genuinely expressing gratitude to those who shop with them.
You can do the same on your ecommerce website.
Primary conversion tactics for new customers:
Build the relationship with a nurturing campaign – typically, that starts with a powerful post-purchase email campaign, but it doesn’t have to stop there. Greet returning customers to your site (that capability isn’t tricky to set up), extend special offers, acknowledge and thank them at every visit. People who feel valued will be back for more.
6. Listen closely to your dissatisfied customers.
I admit that some people are challenging to deal with and impossible to please. Even though you can’t make everybody happy, though, you should try. Irate customers who realize you can’t magically make the garment fit them perfectly, but you’ll certainly go over that sizing chart to make sure it’s accurate, are often satisfied that you hear them, and you’ll try.
Here’s something else to consider: your complaining customers are an excellent source of feedback. If you repeatedly hear that your packages are arriving damaged, stop blaming it on the carrier and take a close look at your fulfillment procedure. Dissatisfied customers help you find problems and fix them.
Primary conversion tactics for dissatisfied customers:
Be quick to listen to bad reviews, and be sure you understand the complaint before responding. Few things can tick me off quicker than to take time writing about a problem to a vendor, then having them respond in a way that makes it clear they didn’t read my complaint closely and don’t have the first clue about why I’m not happy. When you can turn a dissatisfied customer into a loyal customer, you’ve just done a great, great thing.
7. Be genuinely grateful for your loyal customers.
The 80/20 Rule says 20 percent of your customers tend to be responsible for about 80 percent of your business. It represents an exciting and valuable truth for many ecommerce operations: Your loyal customers are the bread. The rest is butter.
If most of your business comes from your loyal customers, shouldn’t you know who they are and make sure they understand how grateful you are for their business?
Primary conversion tactics for steady customers:
Establish a measuring stick for customer loyalty levels. Every customer is particular, but those who come back to you regularly and trust you with their needs are the pillars that keep your business steadily afloat.
Find ways to recognize and reward your loyal customers. You can give them special amenities, special pricing, special recognition, and more. Treat me like a VIP, and I’ll be back for more.
How Can You Serve the Needs of All Seven Types of Customers?
Those are the seven types of customers, their needs, and suggestions on how to serve those needs. Look carefully at your website from each customer’s perspective – heck, you’ve probably been each of the seven types yourself, so it’ll be easy to jump into that mindset.
Do all of the seven customer types get their needs met, or are some left out in the cold? How do you identify and gauge your loyal customers? How do you flag and recognize your new customers? Do you provide enough information to satisfy the researchers?
Questions like those will reveal areas where you can step up to the challenge and improve your buyer satisfaction.
Do that, and conversion rates will rise. Don’t do that, and they won’t.
