Frustrated that your e-commerce website is getting more traffic than sales? Been trying everything you can to ensure that you reach those visitors who are on your site, but your efforts just don’t seem to work?
As a Florida internet marketing company with years of working with businesses - both offline and online - we know exactly how that feels. But, what could you be doing wrong?
Well, one of the reasons why e-commerce owners are having a hard time getting more conversions is that they don’t really know who their customers are.
Having a deep understanding of who your audience is and what they need is the first step to converting them. Yet, many companies skip this crucial move, which is why they fail to get the results they’re expecting. On the other hand, almost all successful businesses know very well who their customers are, which has made the job of converting them much easier.
We’ll be focusing on two important things in this article: The five types of e-commerce customers and the ways you can convert each of them.
Let’s not beat around the bush and get right to it!
Everyone loves a good deal, but for some, it’s pretty much what they’re looking for while shopping. We call them to bargain hunters.
Being the capricious customers they are, they only visit e-commerce stores for flash sales offers, special discounts, and major deals. Not to mention, they’re usually turned off by high prices and shipping costs. They have zero loyalty to any brand; they only want the best bang for their buck.
How to Convert Bargain Hunters:
Bargain hunters are a tough nut to crack, but the good news is, once you’re able to crack them, your sales will skyrocket.
One of the most effective ways to engage these customers is by giving them early access to deals. Send them emails for a heads up regarding an upcoming sale. Doing so will create a more exclusive feel for them, which in turn can nurture brand loyalty.
Also, consider adding a Discounts page on your website. Highlight items on sale instead of making your bargain-hunting visitors seek them out. Offering promo codes works like magic as well.
Window shoppers, or lookers, are those who have no intention to buy anything. They’re simply killing time wandering around and browsing to see what you’re selling that might catch their eyes.
It’s important to remember that window shoppers may take several visits before they can finally make that first purchase. Don’t feel discouraged if they end up leaving your store despite sticking around for some time. After all, that’s what they typically do.
How to Convert Window Shoppers:
The key to turning these browsing customers into paying customers is by getting their attention by all means necessary. If you can get them to stop long enough to consider an offer, you can possibly convert them on the spot.
To encourage them to buy from you, make sure your online store is super easy to navigate and search. Focus on providing a positive user experience, as it can drive them to sign up to your shop’s mailing list.
Better yet, hire a Florida internet marketing company to improve your website design in such a way that it can make your visitors stay until they can leave with a purchase.
Getting their email addresses is your goal here. By sending emails regularly, you can build and nurture your relationships with them. The more frequent you reach out to them, the higher your chances are of converting them.
You might also want to segment customers who deserted you at checkout. Re-targeting them with email marketing to remind them of their abandoned shopping carts.
FOMO (fear of missing out) can play a major part in the decision-making process of online shoppers, especially millennials. Some people buy something just because they don't want to miss out on owning that item. They have this desire to latch on to every opportunity before it slips through their fingers.
We refer to these folks as last-minute shoppers. They'd rather purchase on a whim than regret failing to act later on. This is exactly why many marketers today leverage FOMO marketing - and you can, too.
How to Convert Last-Minute Shoppers
Although there are many strategies involved in FOMO marketing, we’ll only give you the most effective ones, the first of which is by setting a strict time limit. Displaying limited-time shipping options on your Product page can amp up the FOMO and motivate your visitors to make a purchase.
You can also take a page from the Black Friday and Cyber Monday playbook and offer your audience a deal they can’t miss. For instance, consider slashing 30% off your most popular product if they order within three days. Promote the special offer through email and your social media channels.
Another technique is by displaying countdown timers to push shoppers toward the checkout. This will create a sense of urgency as it signals your visitors that time is running out on a particular sale. It also pushes them to make a faster decision on an item they're considering buying.
Lastly, you can take advantage of product scarcity. Nothing says FOMO like showing your audience that the item they’re looking at is almost about to be out of their grasp. Using catchy messages like Selling Fast or displaying the number of items left will convince them to act immediately.
Doing basic research first before making a purchase is always a smart idea. In fact, 81% of shoppers have made it a habit to dig deep about the product online before buying it.
Besides the product description, benefits, and features, they will also be looking at customer reviews and ratings, community forums, photos, videos, and the FAQ section.
How to Convert Researchers:
Your job here is to provide as much detailed information as you can. Write compelling product descriptions, and be sure to include instructions and warnings (if possible). Find out the types of things these shoppers are eager to know so that you can make it easier for them to access that info.
Keep in mind that e-commerce shoppers enjoy sizing guides, high-quality images of products with different angles, and demo videos.
Don’t forget to show social proof. Positive feedback from your customers will no doubt motivate researchers to hit the purchase button.
Loyal customers are the best customers. They'll be making repeated purchases for a long period. Even if they might be buying from other stores on impulse, you will always be their number one stop.
That’s certainly every e-commerce owner’s dream.
How to Convert Loyal Customers:
No need to! Earning their loyalty is the end game. Now, go ahead and get more of these loyal customers!
Is your site having a hard time ranking high on Google? Not sure how you can create powerful content that can drive your visitors to convert? Can’t find a way to streamline your checkout process?
Allow your experts here at Digital Resource to assist you! We've been helping e-commerce businesses across the country for years, and so far, it's been nothing but success!
Book a free consultation with us today to learn how we can take your business to the next level.