Until now, with analytics, we only have been used to compare purchasers vs non-purchasers. Today, e-merchants better understand their customers, but when it comes to their prospects it is a black hole.
However, those prospects represent 98% of users. Knowing who they are is essential to anybody who wants to boost their website’s conversion rate.
To help web professionals optimise their sites, Content Square has defined a new taxonomy of user behaviours which allows them to understand what their customers and prospects do and how they purchase. The study is deeply representative. Out of 100 users, 80 match with at least one of these personas.
Thanks to a huge amount of innovative made-to-measure criteria, such as hesitation time, interaction rate, time before transaction, 16 user profiles have been identified. From The Frustrated to The Impulsive, to The Lost or The Comparer, every persona has a detailed “identity card,” which you can see at the bottom of the page.
As an example, The Impulsive is a user often driven by a time crunch. His time before transaction is three times shorter than an average purchaser’s one. By contrast, The Numb takes almost twice as much time than an average purchaser to buy. He scrolls and thumbs through a very high number of items before making up his mind.
At the end, the very purpose of this study is to allow e-merchants to personalise their UX. Content Square’s goal is to help e-commerce professionals to make decisions and to adapt their paths according to their customers' profile for a successful user experience. For example, a personalisation strategy would be to provide a specific version to the impulsive users by allowing him to quickly buy with the use of an “Add to card” button directly on the home page.
The identification of those personas, allow e-merchants to take a step further in their user experience optimisation approach.