Evidence-based user experience research is incredibly valuable to retailers. The Neilsen Norman group has been doing just that. When we found their "Designing for 5 Types of E-commerce Shoppers" post, we knew we had to give it our visual treatment. Enjoy!

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/