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Designing for 5 types of Ecommerce Shoppers

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Evidence-based user experience research is incredibly valuable to retailers. The Neilsen Norman group has been doing just that. When we found their "Designing for 5 Types of E-commerce Shoppers" post, we knew we had to give it our visual treatment. Enjoy!

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Designing for 5 types of Ecommerce Shoppers

  1. presents DESIGNING FOR 5 TYPES OF ECOMMERCE SHOPPERS
  2. According to the Nielsen Norman Group, there are 5 main types of ecommerce shoppers. To increase your sales, you'll need to understand their needs well.
  3. PRODUCT FOCUSED “I know exactly what I want. I am goal-oriented and I need the site to give it to me quickly.”
  4. PRODUCT FOCUSED DO THIS: Provide easy access to previously purchased items for simple reorder Provide descriptive names and clear product images.
  5. PRODUCT FOCUSED DO THIS: A streamlined checkout to allow them to make purchases as painless as possible.
  6. BROWSERS “I love spending time on your store to find inspiration. I’m just looking, but I’ll buy if I like what I see.”
  7. BROWSERS DO THIS: Browsers want to see what's new, what's popular and what's on sale, Provide sharing widgets to allow browsers to share their favorite finds with their friends NEW
  8. RESEARCHERS “I have a problem that your product may solve, but I'm not buying your product until I've thoroughly compared it with all the other options.”
  9. RESEARCHERS DO THIS: Provide detailed product descriptions, excellent support and clear navigation. Researchers have high standards. Make sure your offering is superior to your competitors Convert Researchers into buyers by becoming a reliable source of information.
  10. Enable user reviews for social proof Use easy-to-edit shopping carts that retain products between visits. RESEARCHERS DO THIS:
  11. BARGAIN HUNTERS “I love bargains. Show me a bargain and I'm there. I spend time looking for the best deals.”
  12. BARGAIN HUNTERS DO THIS: Provide simple and accessible coupons
  13. BARGAIN HUNTERS DO THIS: Display sale items alongside full-priced inventory, as well as provide a clear section for discounted items. Do whatever it takes to make them feel like they're getting a bargain.
  14. ONE-TIME SHOPPERS “I want to buy something, but I'm not super obsessed about the details. I have other things to do.”
  15. One-Time Shoppers need to trust you quickly to provide you with their personal and financial information. Provide relevant company and contact information to allay their fears. ONE-TIME SHOPPERS DO THIS:
  16. These shoppers are unfamiliar with your site and your products Allow them to purchase without creating an account. They'll appreciate it, and be likelier to buy. ONE-TIME SHOPPERS DO THIS:
  17. Evidence-based user research is critical for customer acquisition. To learn about how word-of-mouth can further amplify your customer acquisition efforts, visit: ReferralCandy.com
  18. Crafted By: Source: http://www.nngroup.com/articles/ecommerce-shoppers/ http://www.nngroup.com/articles/long-sales-cycles-online/

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