The 5 types of visitors on e-commerce websites and how to meet their specific needs
According to a Nielsen Norman Group study, five categories of visitors stand out on e-commerce websites.
- Product experts
They know exactly what they want and are looking for a fast browsing experience. These users will appreciate access to an efficient search engine to quickly locate their items and the ability to purchase in 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 in by discovering new arrivals and popular products. - 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 section to answer their questions. - Bargain hunters
They are looking for the best deal possible. These users will appreciate being able to quickly spot items on sale and having the option to apply promotional codes to save money. - One-time shoppers
They make a single purchase and do not intend to return. These users will appreciate the ability to buy without creating an account.
Understanding and addressing the diverse expectations of users when designing your e-commerce website is essential to ensuring the success of an online retail platform.
Source: https://www.nngroup.com/videos/5-types-e-commerce-shoppers/
About the author
Maxime Dubé, formerly the lead UX designer for the Desjardins website redesign, brings extensive experience across a wide range of industries, including insurance, network monitoring, human resources, drones, intelligent search, beekeeping, construction, arts, law, real estate, and healthcare.
Drawing on this expertise, his goal is to bring the full breadth of his knowledge to small and medium-sized businesses — guiding them toward online success, fueling their growth, and positioning them as key players in their industry.
