User Experience

Know Your Audience: 5 Customer Types You Need to Understand for Ecommerce

Strategic data mining plays a large part in solving business problems and increasing sales

Strategic data mining plays a large part in solving business problems and increasing sales. During the beginning of your venture, you will need to build a large database filled with customer information that you can work with. But before you do this, you need to know what type of customers you are going to be deal with. In our latest article, UXAX examines 5 customer types you need to understand in order to launch a successful e-commerce business.

Who spends the most money on your brand? Who are your repeat shoppers?

1. Big Buyers

Big Buyers include your favorite customers that spend the most money throughout multiple shopping trips. Your main goal should be figuring out how to convert more shoppers into Big Buyers. To do this, you need to learn how you acquired these customers, what campaigns attracted them, and what products are popular amongst them.

My Best Buy exclusive deals
Best Buy offers special deals for My Best Buy members.

Consider creating a loyalty program for your Big Buyers. Give them rewards points for purchases and special memberships with exclusive deals. Create “members only” perks that you can automatically bestow upon them. This will show the buyer how much you appreciate them! Before you know it, they’ll start advocating for your brand instead of purchasing silently.

Help would-be customers take the leap and make a purchase by sweeting the deal.

2. Incentivized, First-Time Buyers

Incentivized, first-time buyers often make a one-time purchase because of a promotion or deal. You must highlight the quality of your product to encourage them to purchase a second time without the crazy deal that initially got their attention.

Your incentivized buyers may not have anything in common other than they like deals. However, you should continue to search for a unique characteristic that separates them from the rest of the pack. Check your analytics, email campaigns, and social media posts to see if there was a particular promotion that resonated with the audience.

Make sure that your first-buyer incentives have a unique code on them so that you can track this audience. You can also use funnel analysis tools to help identify where these customers are falling off. If they are further down the funnel, that means they have more intent and want to buy from you. If a majority of your traffic hardly makes it through the top of your funnel, you should reconsider your incentive programs.

Say hello to your "window shoppers"!

3. Browsers Who Don’t Purchase

This is without a doubt the most frustrating “customer” to deal with. But they are also the most important. You can learn what prevents them from purchasing your product. For this audience, you need to pinpoint what event that brought them to your website but didn’t effectively close the deal. Many e-commerce websites will gather viewing data on these viewers using heatmaps and session recording.

The best way to handle these people is by offering free and valuable content. This may not get them to buy today, but it is a long term strategy that will make them returning customers once they do begin to buy. It builds customer loyalty and takes advantage of the principle of reciprocity.

The second solution after asking these questions is to figure out where your conversion barriers are for this specific audience. Is your landing page not mobile-friendly? Maybe your website is difficult to navigate or you’re asking them to do too much at the checkout.

Some audience fluctuations may be seasonal.

‍4. One-Time Seasonal Shoppers

One-time seasonal shoppers usually purchase an item from you after seeing a deal for Black Friday or Mother’s Day on your website. If your customer asks for a gift receipt, ships the item to an address that is different from their billing address, or checks off a box stating they are purchasing a gift, they may fall into this group.

We Work’s holiday gift guide
We Work’s holiday gift guide is a seasonal strategy

Some companies will implement a gift purchase program. You can also target them specifically during the holiday season through an email newsletter. Creating content around the holiday season, such as a Christmas Gift Guide, can help you attract these customers.

5. Full-Price First Time Buyers

These are the people who buy because they want your product, and they don’t care how much it costs. They don’t care about hunting for any sales, deals, or promotions. With these buyers, you need to determine what they have in common, how they discovered your business, what they bought, and when they bought it.

The simple solution for this audience is a second purchase program or a “welcome customer” program. Depending on what they purchased, you can send an email offering similar products or a special deal for their second purchase. Don’t forget to thank them for their purchase as well. second purchase offer has a nice second purchase offer and a thank you.


As you continue to learn more about each customer type and focus your marketing campaigns toward them, you will start to see a successful boost in sales. At UXAX, we know how to convert visitors to loyal customers. Contact us today for a free demo of our capabilities.

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