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presents 
DESIGNING FOR 
5 TYPES 
OF ECOMMERCE SHOPPERS
According to the Nielsen Norman 
Group, there are 5 main types of 
ecommerce shoppers. 
To increase your sales, you'll need 
to understand their needs well.
PRODUCT FOCUSED 
“I know exactly what I want. I am 
goal-oriented and I need the site to 
give it to me quickly.”
PRODUCT FOCUSED DO THIS: 
Provide easy access to previously 
purchased items for simple reorder 
Provide descriptive names and clear product 
images.
PRODUCT FOCUSED DO THIS: 
A streamlined checkout to 
allow them to make purchases 
as painless as possible.
BROWSERS 
“I love spending time on your store 
to find inspiration. I’m just looking, 
but I’ll buy if I like what I see.”
BROWSERS DO THIS: 
Browsers want to see what's new, what's popular 
and what's on sale, 
Provide sharing widgets to allow browsers to 
share their favorite finds with their friends 
NEW
RESEARCHERS 
“I have a problem that your product 
may solve, but I'm not buying your 
product until I've thoroughly compared 
it with all the other options.”
RESEARCHERS 
DO THIS: 
Provide detailed product descriptions, excellent support 
and clear navigation. Researchers have high standards. 
Make sure your offering is superior to your competitors 
Convert Researchers into buyers by becoming 
a reliable source of information.
Enable user reviews for social proof 
Use easy-to-edit shopping carts that 
retain products between visits. 
RESEARCHERS 
DO THIS:
BARGAIN HUNTERS 
“I love bargains. Show me a 
bargain and I'm there. I spend time 
looking for the best deals.”
BARGAIN HUNTERS DO THIS: 
Provide simple and 
accessible coupons
BARGAIN HUNTERS DO THIS: 
Display sale items alongside full-priced 
inventory, as well as provide a clear 
section for discounted items. 
Do whatever it takes to 
make them feel like 
they're getting a bargain.
ONE-TIME SHOPPERS 
“I want to buy something, but I'm not 
super obsessed about the details. 
I have other things to do.”
One-Time Shoppers need to 
trust you quickly to provide 
you with their personal and 
financial information. 
Provide relevant company 
and contact information to 
allay their fears. 
ONE-TIME SHOPPERS 
DO THIS:
These shoppers are unfamiliar 
with your site and your products 
Allow them to purchase without 
creating an account. They'll 
appreciate it, and be likelier to buy. 
ONE-TIME SHOPPERS 
DO THIS:
Evidence-based user research is critical for 
customer acquisition. To learn about how 
word-of-mouth can further amplify your 
customer acquisition efforts, visit: 
ReferralCandy.com
Crafted By: 
Source: 
http://www.nngroup.com/articles/ecommerce-shoppers/ 
http://www.nngroup.com/articles/long-sales-cycles-online/

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Designing for 5 types of Ecommerce Shoppers

  • 1. presents DESIGNING FOR 5 TYPES OF ECOMMERCE SHOPPERS
  • 2. According to the Nielsen Norman Group, there are 5 main types of ecommerce shoppers. To increase your sales, you'll need to understand their needs well.
  • 3. PRODUCT FOCUSED “I know exactly what I want. I am goal-oriented and I need the site to give it to me quickly.”
  • 4. PRODUCT FOCUSED DO THIS: Provide easy access to previously purchased items for simple reorder Provide descriptive names and clear product images.
  • 5. PRODUCT FOCUSED DO THIS: A streamlined checkout to allow them to make purchases as painless as possible.
  • 6. BROWSERS “I love spending time on your store to find inspiration. I’m just looking, but I’ll buy if I like what I see.”
  • 7. BROWSERS DO THIS: Browsers want to see what's new, what's popular and what's on sale, Provide sharing widgets to allow browsers to share their favorite finds with their friends NEW
  • 8. RESEARCHERS “I have a problem that your product may solve, but I'm not buying your product until I've thoroughly compared it with all the other options.”
  • 9. RESEARCHERS DO THIS: Provide detailed product descriptions, excellent support and clear navigation. Researchers have high standards. Make sure your offering is superior to your competitors Convert Researchers into buyers by becoming a reliable source of information.
  • 10. Enable user reviews for social proof Use easy-to-edit shopping carts that retain products between visits. RESEARCHERS DO THIS:
  • 11. BARGAIN HUNTERS “I love bargains. Show me a bargain and I'm there. I spend time looking for the best deals.”
  • 12. BARGAIN HUNTERS DO THIS: Provide simple and accessible coupons
  • 13. BARGAIN HUNTERS DO THIS: Display sale items alongside full-priced inventory, as well as provide a clear section for discounted items. Do whatever it takes to make them feel like they're getting a bargain.
  • 14. ONE-TIME SHOPPERS “I want to buy something, but I'm not super obsessed about the details. I have other things to do.”
  • 15. One-Time Shoppers need to trust you quickly to provide you with their personal and financial information. Provide relevant company and contact information to allay their fears. ONE-TIME SHOPPERS DO THIS:
  • 16. These shoppers are unfamiliar with your site and your products Allow them to purchase without creating an account. They'll appreciate it, and be likelier to buy. ONE-TIME SHOPPERS DO THIS:
  • 17. Evidence-based user research is critical for customer acquisition. To learn about how word-of-mouth can further amplify your customer acquisition efforts, visit: ReferralCandy.com
  • 18. Crafted By: Source: http://www.nngroup.com/articles/ecommerce-shoppers/ http://www.nngroup.com/articles/long-sales-cycles-online/