As
with real-world commerce, understanding your customers and their
preferences is a key ingredient to success in the ecommerce industry.
With an understanding of the buying behaviour patterns of different
customers, web designers possess the insights they need to create
strategies to attract new customers, as well as returning ones, and
convert them into loyal, paying customers.
Ecommerce
site users typically fit into one of several online personas,
which include:
- Browsers wander through the site without any real purpose. Browsers aren’t really looking for anything in particular, but can be converted on the spot if they discover something new, exciting, or unique on the site.
- Researchers know exactly what they are looking for and will typically visit several sites to find the best deals. There is really only one way to convert a researcher, and that’s to offer them the best deal.
- Gift buyers, who don’t have much time on their hands to go out into the real world to buy a gift and have a spending budget they are trying to adhere to. Gift buyers are looking to secure, quickly and painlessly, something inexpensive but novel.
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