In 2021 the world will see around 2.14 billion digital shoppers. That estimate is about 27.6 per cent of the total world population. The number of digital shoppers is only expected to increase in the coming years. Retail shoppers are the most common among different kinds of digital shoppers. There is a boom in online retail all across the globe. Especially in India, it is estimated to grow twice a fold in the coming decade.
Even though these numbers look promising, online retail owners know that every person visiting that online store will not purchase from the store purchase. As every visitor on the website is not getting converted. Business strategies should be planned to segregate which customers to put effort into and which are not worth putting effort into. Segregation works for the betterment of the business as it helps understand different customer types. This simplifies the conversion process as every customer category must be dealt with.
Now let’s learn about the common categories of customers that stay as a visitor on a website.
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Discount shoppers are the most recurrent shoppers on the online shopping website. Discount shoppers are not loyal to the brand; they are dedicated to the mammoth discount. This is one of the most common types of shoppers found online. Discount shoppers don’t buy any product right away; they Google the product they want to buy and compare the product price across different platforms.
Trying to impress these customers to buy from your website is not always easy, as you always may not be able to provide the highest offer. That is essential for converting these visitors into customers.
One of the biggest reasons the discount shopper doesn’t always convert is you can’t be throwing the highest discount offers as discount shoppers will always choose the store selling the same product at a lower price. Sometimes discount shoppers can be more intelligent than you expect them to be. They might have a price comparison extension that automatically detects the website with the lowest price. Otherwise, bargain hunter discount shoppers sometimes believe scenarios like the online retailer might reduce the product price in future.
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This is another category of online shoppers which takes too much time and effort to convert. These shoppers are referred to as wandering shoppers as they wander from one website to another, click on numerous ads and spend their time going through various products. Wandering shoppers usually spend a minimum amount of money to buy things that are not so important, but they do it just for fun. Teenagers are walking shoppers as they would love to shop, but they have money to afford the products. For all these reasons you just read right now, wandering shoppers cannot be considered loyal shoppers.
If you want to target these customers, it is better to rethink carefully whether or not these visitors to the websites are worth targeting.
One of the most significant reasons these visitors convert is because they don’t go to any online retail website with the intent to shop. Usually, they don’t have to shop. And, under rare circumstances, when the wandering shopper shops, their buy is close to insignificant as it doesn’t generate much revenue.
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Well, if you are an emotional shopper loyal to the brand, then you might be able to relate to Need-Based Shoppers. Need-based shoppers rarely make an emotional purchases. They mostly spend their money on things they have meticulously planned. For these reasons, need-based shoppers pay immense importance to the details and descriptions of the product. To impress these visitors on your website, you don’t have to worry about providing the best offer or lowering the effects, and you have to focus on the top-notch quality of the product.
Product quality is of utmost importance, but there are a few other things that a need-based shopper considers, like good relationships with brands and terrific customer experience. If you can satisfy the “wants” of the need-based shopper, then chances are high that the customer will return to your online store and become a repeat customer.
One of the significant reasons these visitors don’t usually convert into customers is that they are not certain about the condition of the product. Maybe your product description is not clear enough for the visitor to go ahead and make a purchase. Lastly, need-based shoppers don’t like to rush or take all the time before making a purchase.
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Like need-based shoppers do not have any emotional connection with shopping, impulse shoppers are quite the opposite. Every purchase they make is driven by emotion. Secondly, like wandering shoppers, impulse shoppers also don’t have a clear intent of what they want to purchase. They usually surf the internet, and if they stumble upon anything that feels like a perfect match, they make a purchase.
Even if impulse shoppers have found the product they love, a lengthy checkout process can deter them from purchasing it. While filling in the details, the customer will have to look at the effect they had added to the cart and may find it as attractive as they thought it to be when they first noticed it. Lastly, if the shipping charges are high, it can discourage the customer from making the purchase and leave the product in the cart.
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You can be a brick-and-mortar store owner, or you can be an online retail store owner. No matter what business you own, loyal customers are your favorite for every business. Loyal customers are like brand ambassadors as they frequently purchase from the same brand and probe their friends and family to buy from it. The successful company business is done through 65% of loyal customers. Loyal customers constitute a small group of people, and sometimes it takes years to become a loyal customer. But, loyal customers generate revenue more than customers combined.
Loyal customers are advantageous from another perspective. That is, they help in spreading the good word of mouth. Suppose you reach these customers asking for feedback and ratings. Most like, they are going to provide it. Positive reviews and feedback are always great as they eventually attract more customers to your store.
There are certain circumstances where loyal customers stop being faithful to the brand. Events like when they find a better brand, or sometimes they can even switch to your competitors. This can happen if their recent purchasing experiences from your platform were disappointing. Customers can have disappointing experiences if the user interface of your store is not appealing, or they can also get disappointed if their order is late or damaged. Lastly, the worst-case scenario is where they were not delivered.
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Gadget freaks and fashion lovers are the ones who care about novelty the most. We refer to the people who stand in queues to purchase a newly launched product. These purchasers are obsessed with the products, brand’s story and image and will readily pay any amount of money. For them, the price of the products is not so important as much as following the trend. To convert the latest product seekers’ visitors on an online retail website, immense effort must be put into product marketing.
There are only two reasons why these shoppers don’t usually convert. First and foremost, they don’t buy if you don’t sell branded trendy products. Secondly, if your online store has a poor brand image, the latest product seekers won’t easily trust your platform. These shoppers usually prefer buying products from renowned companies.
So far, I have learned some new terminologies and how to segregate shoppers into categories that are hard to convert. Even though these visitors to online websites usually convert, it is still worth knowing how to correct them. Because as a business owner, it is good to know multiple ways to charm your visitor, you never know which trick will work on them, but you should never stop.
In the business of eCommerce stores, it is best to put aggressive competition with your competitors. I want to stress aggressiveness as it is used for a marketing stance, and no business owner should leave any stone unturned. Now let’s discover how to convert this different segregation of customers into visitors.
Tips for converting discount shoppers:
If you are planning on converting a discount shopper, one of the easiest ways is to give them what they want. Things like flat rupees off, free shipping, and gifts also work for the discount shopper.
Secondly, you must use excellent marketing strategies to educate your customer about the benefits of shopping for your brand.
Lastly, it is best to market or do your business with unique products, which the visitors will have difficulty finding anywhere else. It is one of the chic approaches and has much more beneficial discounts and coupon codes.
Tips for converting Wandering Shoppers:
Even though this is a very fickle-minded customer base, their simple trick to help you convert this visitor is a quick checkout.
If the online retail wanderer can purchase a product in a few clicks, the scope of the purchasing is even more. All you have to do is make the checkout process as smooth as possible.
If you have a successful or emerging online store and want to convert wandering customers, the smartest thing to do would be to integrate the Xpresslane checkout processor. Your customers can checkout in under 5 secs.
Tips for Converting Need-Based Shoppers:
There are many ways to convert need-based shoppers into loyal customers. To achieve this goal, you have to create a detailed product description. The product description should have all the valuable details like size chart, materials, colour, technical specifications and anything else the seller considers essential for the customer’s knowledge. Apart from the technical details, professional product photos should be used. Lastly, the product page should have reviews so that visitors will trust your product.
Secondly, build dependable customer support. Customer support can be a combination of call, email and chat. The conversions and feedback from the need-based shopper can help you make online stores which customers find more reliable.
Lastly, work on building a quality customer relationship with need-based customers. Connect with them on multiple channels and enrich their lives with high-quality content.
Tips for Converting Impulse Buyers:
When marketing and selling to impulse buyers, the main rule is to focus on emotions. Advertise your products as something super stylish and innovative every person should have.
You may also consider running time-sensitive promotions to nudge website visitors into instant purchases. When people realise they have limited time to use a special offer, it triggers an emotional response.
Besides the listed approaches, you must make the checkout quick and convenient. The faster instant buyers can place an order, the less likely they will leave at the last moment.
Tips for converting Loyal Customers:
Loyalty campaigns are a standard yet effective way to generate and nurture loyal customers. 66% of consumers admit that rewards change spending behavior (learn more about reward sites here).
Hence, by implementing such a program, you achieve two significant benefits. First, you create a roadmap to turn buyers into loyal customers step-by-step. Second, you provide existing dedicated bonuses to encourage repeat purchases.
In addition to loyalty programs, you may also show your particular attitude to your brand ambassadors with custom messages. For example, send them a thank you postcard to express gratitude for staying with your brand for X years. A one-time discount or gift is also an option.
Tips for converting Latest-product seekers:
You should be the first to distribute products that have just been released. It’s necessary to communicate closely with manufacturers to have such a privilege. Also, don’t forget to indicate the early access benefit on your website and your marketing materials.
You can also create online and print newsletters to inform buyers about new arrivals in advance. This way, fans of novelties will be waiting to purchase from you as soon as the new collection arrives.
We hope we have helped you understand the multiple mindsets of shoppers. Also, we have listed strategies to convert customers with diverse perspectives. But, it is not always that simple and may need some external help to achieve higher conversion rates. Reach out to Xpresslane for more tips to increase the conversion rate.
What Is A Digital Shopper?
Humans like to shop and interact with merchandise and other humans. Retailing gains value with digital technology by extending the store into the shopper’s home. When this is done right, you have a digital shopper, and they demand that things are simple, fast and positioned at the best price.
How Do I Get People To Buy Online?
-Drive Traffic to Your Website
-Leave Perfect First Impressions & Encourage to Discover More Content
-Build a Trust Relationship Between Your Brand and Customers
-Convey the Benefits of Your Products More Than Features
-Keep the Customers Engaged with Email Marketing
-Make Your Offer to Convince Customers to Buy
-Use Urgency to Push Customers to Buy Your Products
What Is Most Important To Online Shoppers?
Clear information about delivery charges before purchase is the most important issue for online shoppers worldwide. The return process is also of value to the e-customer. Only half of the consumers found the possibility of selecting the delivery company significant.
How Do You Convert Customers?
-Communicate value first
-Identify Their Problem
-Make it a Conversation
-Keep them warm
-Ask for the sale
-Please don’t make them wait
-Gain their trust