When it comes to design and structure the user experience of an online store, the first step is to create a profile of your target audience. Usually, companies focus on the demographics and psychographics of your target audience to create a “profile” each major type of user interacting with your website. These users’ profiles differ by gender, age, education, etc.
The user segmentation by demographics is a good way to think how you can be structured and designed your web. However, by limiting the demographic profiles only area you’re ignoring the influence the buying process has on users and their experience with the web.
For example, you might have two users women age 20 living in the same area, but only perused the articles, while the other has finished comparing and researching products and is poised to make a purchase decision. These users are demographically similar but are in two completely different stages of the buying process.
Not to think about the difference in the user experience between these two profiles purchase, you lose conversion opportunities for each audience.
In the world of electronic commerce, users tend to fall into one of three stages in the purchasing process, which serve to define the three most common buyer profiles: Searchers, navigators, and discoverers.
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In this article, we will define each of these three profiles and provide some recommendations on how you can create a user experience for your online store aimed at the unique needs of each group purchase.
The Finder is a user who is nearing the end of the buying process. Has already identified a specific product, such as wearing tight black jeans, and has conducted research on the options available for that product. At this point, it is likely that most of your buying decision based on product attributes such as price, features, services or availability.
Creating an effective user experience for this buyer profile has to do with possible direct access to products in an easy way. Here are two key strategies to create a better user experience:
The seekers of most websites are often based on keyword relevancy to serve the results of a specific query. The relevance, in this case, is simply the number of times a search term appears in particular in a single page, regardless of whether that page is a blog post, product page or something else. By using tools like Swifttype and Nextopia, you can modify these search algorithms to serve relevant real content, and in the case of electronic commerce, product suggestions. Also, you can analyze what your users are looking for and use that information to change your product offering or positioning.
When a customer has finally made a decision to purchase, usually they want that product at that time. However, you cannot always have that product available. Unfortunately, this could cause you to lose a sale if a competitor has the same or a substitute is available. In this case, you should make it easy for customers to be informed about when the product will be again available through alerts in your email.
The browser is a user who likes to compare and is in the middle of the process. It has not necessarily identified a specific product, but rather a product category, such as jeans in general. At this point, it is likely to take their purchase decision by the uniqueness of a product that stands out for promotions or additional incentives.
Creating an effective user experience for this buyer profile is related to navigate all offers of products within a specific category. The most common way to interact with your website it is through the filters of products and categories. These are two strategies you can follow to help you finish the process.
When a customer intends to buy a product in a specific category but are still not sure, you should put easy to compare different options. Consider adding a tab of “compare” that allows users to assess the characteristics of two or more products. The key to the success of comparison tools is making sure you’re providing meaningful data to the client to help you in your decision-making process. Show product attributes have an impact on your purchasing decision, such as price, size, availability, etc., and not only the manufacturer’s specifications.
Customers in the center of the buying process can be fickle and often require a little extra push to make their purchasing decision. Users may indicate their intention to leave your website may be surprised with a unique offer as a promotional code 5% discount. With tools like Privy you can add this functionality to your website easily. If possible, offer the discount code in exchange for their email address.
The Discoverer is someone who is at the beginning of the buying process in which it is probably not going to take any immediate decision. It has a general curiosity about a type of product or brand. At this point, you probably do not make a purchase decision, but could leave the “open door” to easily carry out a purchase in the future. The creation of an effective user experience for this buyer profile is based on offering attractive content that might influence their interest in a product. The most common way that will interact with your online store is across key content areas as lookbooks, blog or social networks. These are the two strategies that can be performed:
You must ensure that it is easy for them to ‘make’ anything they find interesting in your online store so they can resume their buying process in the future. One way is by implementing a “wish list”. To do this user must register and leave your email, so you can also use this information to send targeted campaigns in line with their tastes.
You need to catch this guy get users in your marketing funnel since it is unlikely to take a purchase decision in their first interaction with your website. By offering discounts and exclusive in exchange for their email offers, you ensure a means of further connecting with the customer. Tools like Klaviyo have an advanced segmentation based on user behavior. This ensures you that sending emails right at the right time.
Structuring and designing the user experience of your online store based on these three customer profiles will help to significantly reduce cart abandonment rate and get loyal and satisfied customers.