Increasing sales and the number of happy customers in your e-Commerce store is a lot easier if you know the buyer personalities of those customers and how to make them convert...

It may seem that trying to understand the mind of each unique visitor to your site is like trying to count the number of stars in the sky. A tricky task, but if you look closely, you will see that we can group the stars into constellations, just as we can group our online shoppers based on their behaviour patterns.

To help you uncover the types of customers, who are likely to browse through your website, as well as those who are likely to stop and buy, our e-Commerce Specialists have mapped out your 6 typical customer personas:

1. The ‘Ooh, that’s nice’ Customer

alt Customers in this bracket are generally fans of building Wish Lists, or adding items to their basket, but they lack the final purchase step.

The online equivalent to window shopping, this browsing consumer tends to prefer the visual aspect of shopping without any solid intent to actually buy.

There is huge potential with this category of shoppers, provided you are able to segment customer data and focus a retargeting campaign based around all customers, who have added items to their basket, or Wish List, and left the site.

Another important tool to consider when dealing with these customers are abandoned cart emails, which will enable you to coax those customers back, who have placed products in their basket without actually buying them.

By applying these strategies, you can keep more browsing consumers in the shopping flow by not only reminding them of their initial interest, but also by bringing your brand name to the forefront of their mind once more.

2. The ‘I’d love to, but’ Customer

alt This type of customer tends to show an emotional attachment to their item, perhaps viewing the product several times with minor alterations, such as changing the colour or tinkering with accessories.

Shopping behaviour of this kind indicates some sort of semi-intent to purchase, and the trick for you lies in figuring out the reason why the customer wasn’t able to continue to the basket stage.

It may simply be the case that it is the wrong time to buy, in which case you need to ensure that the customer is kept interested in the purchase until the right time arrives. The most effective way to do this is to keep your brand available to them, without falling into their email spam folder.

This is why generic emails do not quite hit the mark here, as they will simply frustrate or annoy these customers rather than encourage them back to site.


Instead, you should personalise the message and content of your emails directly to potential customers to remind them of their viewed product, and to suggest other items that have been hand-picked with their interests in mind.

3. The ‘What’s the catch?’ Customer

alt Far from being suspiciously minded, a typical customer in this category favours the direct approach, and may well be in a position to buy immediately once they feel they have researched the product sufficiently.

By scrutinising their options, such customers allow themselves to become an expert in all available choices, which means that you just need to position your business in the best possible light to receive the revenue.


It may mean a slightly longer sales cycle, but if you can provide all of the information that your customer is likely to ask for, such as product comparisons and recommendations of items that other customers have bought, you make it far less likely that the customer will leave your site and buy the product from a competitor.

4. The ‘What if I see something better?’ Customer

alt With this type of consumer, the emphasis is all about bringing confidence to their shopping experience.

Generally speaking, we are dealing with a slightly indecisive customer here, who needs reassurance that they are making the right decision in buying the product.

Product recommendations with trending, or bestselling, items work great in this category to give the ‘safety in numbers’ approach.


Visually tempting arrangements also work quite well here, such as providing product recommendations in the form of accessories or items which your customer can pair with their product.

Combining these approaches help to complete an overall sense of conviction in the decision to go ahead and buy.

5. The ‘I need it, I’m buying it’ Customer

alt Potentially the best category of customers to visit your webshop. The only hurdle that you will need to overcome is to attract them onto the site in the first place, and to maintain the initial interest.

Customers in this bracket have a tendency to be quite impatient buyers, but on the plus side this makes for lightning fast decision making.

However, they are not likely to sift through your entire product range in order to find their item - you will need to bring the products directly to them.


An onsite search engine with a long tail search functionality will work like a dream here, because it allows the customers to search in phrases for exactly what they are looking for. By instantly providing search results optimised according to their browsing history, you will boost the chance of converting a quick sale.

As an extra tip, you may also consider displaying complementary products alongside items on the product pages in a bid to increase the basket size before they check out.

6. The ‘It’s only a few pounds, why not?’ Customer

alt Impulse buying is something that we are all guilty of from time to time, but a select group of consumers seem to be more susceptible to the lure of a well placed ad.

The beauty of this category is that you can play around with how you present your products to potential customers, and bring a little creativity to your target campaigns.

By personalising product recommendations for your customer and bringing this to their attention via Facebook ads, or email campaigns, it is likely that you will secure those purchases and build valuable knowledge around this consumer group.


Complementary items, or accessories, can work in your favour here, so it is always wise to consider presenting an array of personalised product recommendations on the product page when customers are viewing their item, at power step stage as items are placed into the basket, and on the basket page itself.

Those were our 6 typical customer personas.

Strong business strategies are built with these (and perhaps even more) customer types in mind, and the more you can uncover about your unique customer base, the stronger you can expect your business to become - which is fantastic from a sales perspective.

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