As an ecommerce store owner, it can be difficult to understand who your customers are because, most often, your customer engagements are simply numbers on a screen. You know how many visitors your site receives, how many carts are abandoned, and how often those carts lead to sales (also known as your sales conversion rate).
But it’s less clear who the individual shoppers are, and, more importantly, what motivates them.
Well, know this: much in the same way each individual has a distinct personality, each visitor to your website is a different type of online shopper making each type valuable to your business in its own way.
Some are motivated. They’re searching for the exact products that you’re selling, and they’re ready to make a purchase with a credit card in hand. These are called high intent shoppers, and they’re as good as gold.
Others are looking for the best deal. They might hold out on buying a product at full price, but their eyes light up when they see promotions.
Still, others casually stumble upon your site. If asked, they would say they’re “just browsing.”
These shoppers, too, have immense conversion potential if they’re pursued correctly.
In this article, we’ll review four of the most common types of online shoppers and how your ecommerce store can benefit from each of them.
Loyal shoppers are your repeat customers - also known as your brand advocates. They come to your store again and again because they like your products and service quality.
These types of online shoppers are just as valuable as high intent shoppers. Loyal shoppers do have one benefit that makes them the ultimate goal for your business - they are the best marketing team you have.
You’ll want to be sure that you consistently engage with them and reward them for their loyalty.
Loyal customers don’t need anything special to make them return to you, but you should always be thinking of how to make them feel their value. Simple ideas are things like special promotional discounts, free shipping for a milestone order, and personalized recognition on a customer’s birthday.
Remember that little gestures can go a long way. These loyal customers are invaluable in the clout they bring to your online store and the impact they have on your sales conversion rate. Treat them well, and they will bring you new customers on their own.
Oftentimes shoppers are more motivated by the feeling of getting a good deal than by the products themselves.
Deal-seekers are on the extreme end of this spectrum.
Deal-seekers are dedicated shoppers. Even if they want or need a specific product, they’ll hold out for a deal or find something comparable at a better price.
Many of your “just browsing” shoppers are also deal-seekers.
The best way to entice these types of online shoppers is to consider offering them conditional promotions.
Deals with a catch, such as “Unlock 15% off your next order if you sign up with your email,” can quickly get deal-seeking browsers on your email list while turning them into customers in the process.
If you were to poll a group of retail salespeople on the most common phrase they hear in stores, chances are it would be “I’m just browsing.”
That’s because most shoppers — the vast majority of them, in fact — are simply looking around without any serious intention of buying something. And this mentality applies to ecommerce stores the same way it does to brick-and-mortar stores.
A whopping 92% of online shoppers say they’re not ready to buy anything on the first visit to a website.
That means nearly everyone who stumbles upon your store will fall into this “just browsing” type of online shopper.
Understanding these shoppers is extremely important to help you understand the best way to engage them and improve your store’s sales conversion rate.
The “just browsing” crowd are prime candidates for email subscriptions and saved shopping cart options like this Save for Later plugin for WooCommerce. With plugins like this one, you can stop browsing shoppers from killing your store’s sales conversion rate.
Getting email sign up’s to your site is another key with this group. Whether it’s a newsletter, a blog, or something else entirely, following up with the “just browsing” types can lead to future sales when they are most likely to become high-intent shoppers.
While every shopper has the potential to improve your sales conversion rate, high intent shoppers are the gold standard for shopper marketers. They’re the ones you want flooding your ecommerce store’s website all day every day.
High-intent shoppers mean business.
They’re searching for specific products with the intention of buying them right now.
So, naturally, these are the shoppers you want to engage with most of all.
The AI technology that powers Google Shopping studies high intent shoppers. When you list your products on Google Shopping, they’re advertised directly to these shopper personalities who are most likely to click and make purchases immediately.
High intent shoppers don’t require any probing, prompting, or flash promotions. You just need to find them. Your engagement strategy with high intent shoppers should be to simply get your products in front of them and then let them do their thing. This is exactly what Google Shopping campaigns are built to do.
Deal or not, they want your products and they want them now.
Increase your sales conversion rates today with Google Shopping powered by Kliken
Google Shopping powered by Kliken will harness the power of Google’s machine-learning technology to funnel high intent shoppers to your ecommerce store.
What does Kliken bring to the equation you might ask?
We make the process of syncing your store with the Google Shopping & Ads platforms seamless. So you can start running Google Ads campaigns almost immediately — while we deal with the onboarding headaches.
Whether you want to attract more high intent shoppers, better engage shoppers who are just browsing, or something else entirely, Google Shopping & Ads powered by Kliken can help you to meet your goals.
As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Its proven marketing solutions can help you to unleash the sales potential of your ecommerce business.
Learn more about how customers use Kliken to grow their businesses online here.
Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.