Aimless browsers

This is the most laid-back type of online buyer. For them, online shopping is little more than a passtime that serves as a hobby or a time killer. This fact means that although an impulse buy is possible with an aimless browser, they are the least likely to immediately buy from your website. Despite this, they are actually some of the most valuable online shoppers who will visit your website. This is because the process of browsing is a huge relationship-building opportunity. When an aimless browser is ready to buy, the websites that they have been browsing will come to mind first. This will happen for not only their next purchase, but also for their future online shopping endeavors.

How to serve aimless browsers

In order to maximize the potential value of an aimless browser, you need to create a website experience that will keep them on your site for as long as possible. This type of engagement will require eye-catching elements on every page. Specifically, the following elements should be included:

  • Engaging product descriptions

    When an aimless browser sees a product that interests them, they will want to learn more. However, they aren’t interested in technical details yet, so you need to include a product description that engages them enough to keep looking at the item on the page or similar products. Such a product description should include information about what makes that particular type of product great, as well as the benefits of that specific item/brand.

  • Product suggestions

    You never want your aimless browsers to run into a dead end while they are browsing your website. This causes them to leave, minimizing your opportunity to build a relationship with them.

  • Product rankings

    When an aimless browser lands on your website, they may have no clue what they are looking for. With an attention span shorter than that of a goldfishthey will leave if they don’t find a reason to stick around in a few seconds. To guide them, the top-selling products on your site should be front and center. This trend should continue, with lists of top-ranked products in every category.


A researcher knows what they need, but not the best product to fulfill that need. To find the best product for them, they will do rigorous research about the best relevant offerings. This research could start at any level in the buying cycle. In most cases, their inquiries will take them to multiple websites.

The time at which a researcher buys depends upon when they feel as though they are well-informed enough to make a smart buying decision. This learning period can last anywhere from a few hours to several months.

How to serve researchers

You must help the researcher build up their knowledge about what will be the best buying decision for their need. To that end, you should include the following on your website:

  • Thorough product details

    For a researcher, a general product description will not be enough. They want to absorb as much information as they can before coming to a buying decision. For this, your product page will need to go into as much depth as possible. For most products, this will mean including multiple sections describing your product. For example, you could include a “product description,” “technical specifications,” and “product details” section. This type of breakdown makes it easier for a researcher to find the exact information they are looking for, and doesn’t put off other types of online buyers.

  • Standalone educational resources

    To sate their learning need, a researcher will seek out educational resources that don’t necessarily include a specific product. This presents the best opportunity for you to guide the researcher’s buying decision. A blog, for example, allows you to educate a buyer about the benefits of your specific product offerings, as opposed to the alternative.

Bargain hunters

The internet has built up a strong reputation as the best place to find great deals. Digging up better deals also feels easier online, since all you have to do is filter searches. As such, bargain hunters flock to the web seeking a great deal. This type of buyer often values the discount more than the product itself. The deal is so important to a bargain hunter that they may purchase a product that they don’t really want or need, just because a deal is “too good to pass up.”

How to serve bargain hunters

You don’t have to turn all of your products into loss leaders in order to attract bargain hunters. Instead, take the following steps:

  • Clearly list prices for all products

    A bargain hunter wants to sift through all of the regular prices to find that great deal. If they have a hard time finding your prices, then they will assume that they are too high. This is especially true for products they expect to cost more. No matter what the price tag, post it big and bold right next to the product’s name.

  • Highlight sales and promotions

    Bargain hunters want discounts. Even a small percentage off can be enough to convert these online shoppers. As such, hiding your sales from these buyers is a bad idea. Always make your sales even more visible than the original prices, with percentage off icons and juxtapositions of the original and sale prices.

  • Make discounts easy to use

    For a bargain hunter, the factor that will set you apart most is your ability to help them easily save. To this end, make sure that they don’t have to jump through any hoops in order to take advantage of any special offers you have. In fact, you should provide instructions on how to use a discount.

Educated buyers

In some cases, an online shopper will already know what they want. All of their research has been done about what they need, they know about pricing and they may have even tested a product in a brick-and-mortar store. At this point, they just want to get their product ASAP.

To this end, they will seek out the most direct route to an online shopping cart with their desired product in it. As such, their searches will only feature the product name or the brand that makes it.

How to serve educated buyers

In order to effectively accommodate the educated buyer, you must take the following three steps:

  • Ensure that they find you

    Since an educated buyer will be searching for a specific item, you need to make sure that your product pages are SEO-ready. Even though an educated buyer isn’t likely to read a product description since they already know what they need to about the item, strong product descriptions will boost your product page’s SEO, putting your product page front and center during an educated buyer’s search.

  • Make closing the sale quick and easy

    Although you want to upsell customers, you don’t want to lose the sale by forcing an educated customer to jump through too many hoops to finalize their purchase. Minimize this hindrance by making your offers a part of standard purchase pages. For example, at the shopping cart review page, you can mention accessories right above the next button.

  • Offer premium shipping options

    The educated buyer usually wants to get their product fast; while closing an online transaction offers them a modicum of satisfaction, they still have to wait for the item they purchased. If a buyer wants their product in a few days, but you only offer standard shipping options, then they may abandon their cart and search elsewhere for a faster alternative. Avoid these losses by offering premium shipping options that will get a customer their purchased product faster.

Singe purchasers

A single purchaser is looking to make a quick and easy purchase for a very specific purpose. More than anything else, they just want that one item that they need; everything else is secondary. Also, as their name suggests, single purchasers are looking to make a single purchase and aren’t likely to return to your online storefront anytime soon after they complete their purchase. Despite this fact, single purchasers are great for your business, because there are many of them.

  • How to serve single purchasers

    Simply having what they need is enough. You still need to guide a single purchaser in order to optimize the opportunity. Single purchasers can be served better in the following ways.

  • Make it very clear that you offer what they need

    A single purchaser is all about efficiency. If your site doesn’t ostensibly offer what they need in seconds, they will abandon your website. To avoid this, take the following steps:

>  Make the types of products you sell obvious on each page

> Include a product search option on your website

> Accommodate general searches, because a single purchaser may not know the exact product name

  • Maximize the add-on opportunities

    A single purchaser doesn’t want to have to come back to make any additional purchases, so it is up to you to make sure that they get everything they need. To this end, you should make product recommendations at every stage of the purchase. This includes “people who bought this also buy…” or “this product works well with…” sections on product pages, shopping carts and purchase confirmation pages.

Are you prepared to serve your online shoppers?

Selling to online shoppers is not as simple as simply having the products and services they need. Just like a brick and mortar shopper, an online shopper is an individual who has a unique set of needs. You can serve each online shopper better by identifying these needs and catering to them accordingly.




In the United States alone, we conduct 144 billion online searches per year. If you aren’t taking advantage of this traffic, you are putting yourself at a huge marketing disadvantage. That being said, you should be doing SEO for your website at all times; this is doubly important for your website redesign. This is an opportunity to significantly boost your website’s SEO potential. That being said, you want to avoid the ten following anti-SEO bumps along the way:

1. Not keeping SEO in mind throughout the redesign

Success with SEO requires you to do more than simply add a few pieces of content, keywords, etc to your website. Your website’s entire design must be pro-SEO, so keep this in mind when making any redesign decisions.

2. Not using responsive web design

Over the past few years, Google has taken some subtle — and not so subtle — steps to let everyone know that they prefer websites to use responsive website design. This is because it is the only web design format that currently makes a website mobile friendly, without compromising the experience on any device. If you don’t use this mobile friendly design, Google will effectively penalize you. As such, incorporating a responsive website design into your website redesign is a must.

3. Not designing your website with mobile devices in mind

Making sure that your website is mobile friendly requires more than a wise design approach. You also must make sure that you aren’t overwhelming mobile devices with too much content, because this will cause your website to be slow on mobile devices, even on the fastest connections. Google has already announced plans to start guiding searchers away from slow websites starting this year. Keep the size and volume of your pictures, videos, hidden data, etc to a minimum.

4. Allowing “404 error” and “page not found” errors to happen

You have been working very hard to achieve your current SEO results. If you aren’t careful, your website redesign can accidentally force your to start from scratch for many pages’ SEO. This is because changing a single letter on a web address for any page will effectively break the link it has with the search engine. While it will still appear in the results, people will get an error message saying that the page no longer exists. Fix this problem easily with a 301 redirect.

5. Making it difficult for search engines to audit your website

Never block search engine bots from crawling your website. The harder it is for them to look around, the longer it will take to get ranked and the lower your results will be.

6. Not figuring out what is wrong with your site right now

How is your current website design hurting your SEO? Audit your site for these mistakes, so that you can avoid them in your new design.

7. Not putting an analytics system in place

How is each element of your website affecting its traffic volume? You can guess, but you can never be sure if you aren’t monitoring your website’s performance. To this end, invest in analytics tools that allow you to track everything.

8. Not disavowing dirty backlinks

Your website’s internet presence, which is mostly developed by backlinks, is critical for SEO. That being said, the wrong backlinks can harm your SEO. This is because search engines don’;t like to see irrelevant or questionable websites linked to your website. Sometimes there is nothing that you can do to avoid this, since you can’t control what other websites do. Fortunately, you can prevent it from hurting your SEO by blocking it.

9. Treating your prose content like it doesn’t matter

Everything that you do during your website redesign is a part of the process; this includes your prose content. No pages on your website should include scant or poorly written prose content, because no matter how nice it looks, search engines need content to relate a single page to a search. The higher quality and more clearly defined your content is, the better your results here.

10. Forgetting to find out which keywords matter most

While you are updating the prose content on your website during its redesign, it is important that you don’t forget to use the keywords that will do the most to connect you with searches that are relevant to your business. So that you aren’t scrambling to make pro-SEO changes later, figure these keywords out before you start typing.

Will your website redesign be an SEO improvement?

As the centerpiece of your inbound marketing campaign, your website’s value cannot be overstated. When redesigning your website, you must make sure that you are providing it with every possible opportunity to attract traffic with sales lead potential. AVOIDING the ten things listed above will help you in this regard.


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