Every day more and more people are making the leap to buy online handmade goods.There are many different online shopper personality types, or behavioral characteristics of shoppers. Each has certain traits, and skillful marketing professionals stress the importance of learning each type in order to design a shopping service that are attractive to members of each type or customer segment.
1. The Sure Shopper
They know exactly what they want, and they’re ready to make a purchase because he or she is on a quest for one specific product. To have the best chance of getting a purchase from this shopper, make your products easy to find. If they’re seeking a specific item, there’s a good chance they’re using a search engine to find it online. Include relevant keywords and manufacturer information to ensure their search leads them to you. Search engines will likely send shoppers directly to the product page, but others may land on your homepage, so make sure your keywords work for internal site search, too.
Also, don’t forget about pricing. Integrated price comparisons and shipping estimates can help customers see how much they’ll spend (or save) by shopping with you. And don’t worry if you can’t offer the lowest price. Many visitors are willing to spend a little more if you back up your price with added values like a good return policy, product support and great customer service.
2. The Reluctant Shopper
These shoppers are primarily concerned about security and privacy issues. To get purchases from these shoppers, clearly stated security and privacy policies will help reluctant shoppers feel comfortable. These shoppers also need immediate online customer support to quell their concerns. Online discussions with other shoppers who report positive experiences of buying online will also help reassure these shoppers.
3. The Bargain Shopper
These shoppers hunt bargains and are using comparison shopping tools extensively. Sporting no brand loyalty, these shoppers are just looking for the lowest price. To get a purchase from these shoppers, you must convince these shoppers that they are getting the best price and do not need to continue searching online or offline for a better deal. Sale-priced items listed on the site, or made available through an operator, are very attractive to these shoppers.
4. The Geek Shopper
Researchers love to learn everything they can about a product before purchasing it online. They may read the product description a while on various websites, to see what the average price is, so that they can know for sure when they are presented with a price whether or not it is a good deal. Researchers also enjoy reading reviews from other customers, and regularly rely on ratings and reviews when deciding what to purchase online.
5. The Impatient Shopper
Impatient shoppers will not stick around if your checkout process is lengthy and complicated. They do not want to waste time signing up for an account, they want to buy their items immediately, and if you cannot provide them with immediate checkout, they will go to another website that will. To capture this type of online shopper, make sure that your website loads quickly, and that your checkout process is as streamlined as possible.
6. The Window Shopper
These shoppers may be searching for entertainment, looking for inspiration or shopping for a gift. Since they don’t have a specific product or even a goal in mind, these visitors can be incredibly hard to convert into buyers. However, these shoppers really love to make wish lists. This type of shopper will typically have wish lists at several online retail stores, and enjoys dreaming about their ideal purchases, but needs a push in order to actualize the transaction. You can convince them to purchase by lowering the price of items on their wish list, so that they can’t help but take advantage of the savings you are offering.
If you help these shoppers find the products they need (or didn’t even know they needed), they’ll be much more likely to come back again and again. And that’s when you can start planning for a fifth type of visitor: the Loyal Shopper. Loyal customers are the goal of successful stores, and business owners spend a lot of time encouraging repeat business. But remember, they can’t be repeat customers if they don’t make the first purchase.
Make sure that you follow along with these steps to get your craft store setup and looking professional so you can increase your odds of making those online sales.
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