Every shopper, whether we’re talking about online shoppers or brick and mortar shoppers, have their own shopping personality. While everyone is unique and there are millions of different combinations and variations – the root psychological drivers can be broken out and people can often be placed into distinct segments.
When trying to improve the conversion rate of your ecommerce store, it’s important to take these different shopping personalities into consideration. Not only do you want to utilize messaging to speak to each type of personality – you also want to take some time to determine what the dominant personality (or blend of personalities) is for your customer base/industry.
There are different ways to broadly segment different shopping personality, but here’s a widely accepted breakdown for the most common personality type.
- The Methodical Shopper – the methodical shopper often goes into the shopping process prepared with an exact list of their needs and expectations – as well as some having done some research before they begin actively perusing a merchant. They’re also going to spend a good amount of time reading content and searching out every bit of information available to them before pulling the trigger.
- The Spontaneous Shopper – the spontaneous shopper is just as it sounds, a shopper that acts spontaneously – usually driven to act by a promotion or strong call to action.
- The Social Shopper – social shoppers rely heavily on community feedback and the advice of their peers.
- The Competitive Shopper – the competitive shoppers are usually price driven. They’ll search out the best perceived deal and make a purchase decision under the assumption that they’re getting a great deal.
So how do you provide something for each of these personalities within the ecommerce world? There’s many different ways, but let’s go over a few examples.
- The Methodical Shopper – to appease the methodical shopper, be sure to offer clear – descriptive content, and be sure to offer as much information possible in order to help them justify the fact that they’re making a fully informed decision in line with what they’re expectations were before they started. To do so, think about incorporating buyers’ guides, FAQ sections, product specs in addition to descriptions, instructional videos and any other bits of content you feel will help your customer become more informed about the item they’re buying.
- The Spontaneous Shopper – to appeal to the spontaneous shopper, definitely be sure to include deals and promotions within your store. Accompany these deals and promotions with strong calls to action such as “1 day only” or “for the first 20 orders today”. Even if the deal isn’t spectacular, it’s still important to frame the offering in a way that gives the impression of a high perceived value.
- The Social Shopper – The social shopper is again looking for guidance from his or her peers. They will respond very well to product reviews, social media tie-ins, interactive videos and testimonials.
- The Competitive Shopper – The competitive shopper is very price driven. Be sure to highlight savings as well as any value propositions that emphasize the idea that the shopper is getting a deal. This can be done by incorporating a “you save X amount of dollars”, by highlighting the savings associated with any free shipping offers, by comparing your prices to the competition or simply using banners or text to point out that you have everyday low prices.
It’s important to speak to all of these different shopping personalities – but you can hone your focus even more by determining which personality or blend of personalities make up the majority of your customer base. Once you identify this (usually through testing), you can capitalize on the targeted messaging and improved conversion rates that will follow.
That’s it for conversion Wednesday, I hope you enjoyed the video – and I hope you all have a wonderful day.