According to a Nielsen Norman Group study, five categories of visitors stand out on e-commerce sites.
- Product experts
They know exactly what they want and desire a fast browsing experience. These users will appreciate access to an efficient search engine to quickly locate their items and the ability to purchase with one click. - Explorers
They are curious and take their time. They browse items they may consider purchasing in the future. These visitors will be drawn to discovering new and popular items. - Researchers
They want to know everything about a product. They will be satisfied if product descriptions are detailed. They will benefit from access to a comprehensive FAQ to answer their questions. - Deal hunters
They seek the best possible offer. These users will appreciate being able to quickly spot items on promotion and have the ability to apply promotional codes to save money. - Occasional customers
They make a one-time purchase and have no intention of returning. These users will be satisfied with the ability to purchase without creating an account.
Understanding and meeting the varied expectations of users when designing your e-commerce site is essential to ensure the success of an online commerce platform.
Source: https://www.nngroup.com/videos/5-types-e-commerce-shoppers/
