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    28 July 2011

    Online ShoppingWhen you’re building a business website, your goal should be to decide on the right style, atmosphere, and content that will improve sales. This isn’t always an easy goal to achieve. You need to think about who’s going to be reading your content – keeping in mind that people tend to skim the page for headlines. Assess who your ideal customer will be. Chances are you’ve already got an idea of who your main customer base is, but as we’ve all got individual personalities, there are bound to be all sorts of different types of buyers. The content that you put on your website can influence visitors to your site, which will ultimately result in online success.

    Below are four different types of online consumers to keep in mind while designing your site:

    Thrifty buyers

    People who fall into this category are the types of people who look for discounts and bargains. In many cases, it doesn’t even matter what type of discount, as long as they’re getting one. Their main focus is the price they will end up paying for a product or service, and any value they might gain for that price. Just because this buyer is thrifty doesn’t mean that they don’t focus on quality as well. They work hard for their money just like everyone else does. They simply want a deal – more for less.

    Make sure to go with words that will communicate low price with high value. Having your focus be on affordability will show your thrifty customers that you are giving them something for their money. By doing this, you are making it much easier for Mr. Thrifty to part with his money.

    Buyers who prefer a personal touch

    Phrases like “We care”, “You deserve it”, “You’re worth it”, etc. are music to the ears of buyers who thrive on some sort of personal interaction. These types of buyers prefer a feeling of a personal touch when they’re shopping. They want to know that you care about them and their needs. When dealing with this type of customer, if they’ve decided that they like the sales staff and customer service more than the product, they’ll still purchase it. That’s just how important having that personal touch is to them.

    Go with words that will convey a higher level of personal attention when choosing content for your site. In any way you can, send the message that the customer who’s there at the time is the only person on the planet who matters to you. After all, your customer’s happiness is your goal. The happier they are, the more likely they are to not only buy, but continue to buy in the future.

    Ethical shoppers

    This type of buyer loves words and phrases like “Green”, “Eco-Friendly”, “No Animal Testing”, “Save the Planet”, etc. Buyers like this are the types of people who will not tolerate unethical products or practices. They tend to turn their backs on the big box stores and go for smaller venders who’ve got the same attitudes that they have.

    When deciding which words to go with that’ll reach out to these types of buyers, make sure that you go about it in a community way. Make sure to mention things that you practice in order to do your part when it comes to bettering the world. If you help other people through your company, make it a point to share that information with your buyers. The more you can show these people that the world matters to you, the more likely they are to come to you when they are looking for a product or service that you offer.

    The Anti-Shopper

    People who fall into this category prefer quick, easy, and convenient ways to get what they’re looking for. This person pretty much detests shopping and is there for one reason and one reason only: To get in and out as quickly as possible. Anti-shoppers don’t even care where they spend their money. They will go with whatever is most convenient and fastest. Shopping is a huge chore to this type of buyer.

    Choosing words that show the buyer that you are there, convenient, and simple to buy from will do a world of good when dealing with an Anti-Shopper. Assist them in making their shopping as quick and convenient as possible. Keep your words to a minimum and make them simple. Keep your wording a bit on the upbeat side as this might assist the Anti-Shopper with their mood while shopping.

    Having good content that specifically targets individual types of buyers gives you a much better chance of making sales. You’ve got to reach a buyer directly and as quickly as possible by using wording that they actually want to hear.

    Get personal with your content!  What other suggestions do you have for reaching specific buyers?  Share with the community below!

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    6 Responses to Catering to Four Online Buyer Types

    1. Matt Winn July 28, 2011 at 7:51 am #

      Great article! I particularly like how you not only identified these customer types, but also explained their motivations.

      One idea to appeal to Thrifty Buyers is to create dedicated categories on your ecommerce site for them. For example a category titled “Clearance” or “Special Deals” is a great way to attract price-conscious buyers to checkout.

      I think the biggest takeaway is to always remember that sales, either online or in-store, is all about catering to both sides of our customers’ psychology: logical and emotional.

      Thanks for the info!
      -Matt Winn, Volusion

    2. Alex Sand July 28, 2011 at 1:34 pm #

      Thanks for the article. It helps to think about what kind of customers are out there. I hadn’t really thought of how to attract one type before.

    3. Sam Maropis July 29, 2011 at 9:01 pm #

      What I think you are talking about is demographic profiling of your customers and prospects.

      It is very important to track who comes to your site and who buys, why do they buy and how do they find you. More importantly what demographic profile do these folks have.

      If you get customers name and address with zip code, (home address) you then can figure out who is who and what is their buying buttons.

      Big companies do this research all of the time, so must us smaller companies.

      Thank you

      Sam Maropis

    4. Extreme John August 1, 2011 at 3:10 am #

      A lot of bloggers may already be sick of the popular saying “Content is King”. But still for me, it’s one very important aspect of business blogging that we should never miss. These four types of online buyers will indeed be very well catered and influenced on the kind of content we give to them and if we are successful in this aspect of blogging, sales will never hesitate to follow.

    5. Calgary Real Estate August 4, 2011 at 12:47 pm #

      Out of the four types, which group is the majority for online buying?

    6. Letsearch August 17, 2011 at 2:57 pm #

      It’s hard to believe theirs an anti shoper type of person who views shopping as a chore.

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