The 5 Essential E-Commerce Personas and How to Lead Them to Conversion

There’s always someone in the physical world to assist customers during their shopping. On the internet, however, your users are alone with their interface — i.e., your website — which must combine the roles of advisor, salesperson and customer service. A single shared aspect remains: the experience. The e-commerce experience is moving increasingly closer to customers, with links
established via optimized interfaces and user data serving as a powerful lever to gain a better understanding of user needs.

Visitors now call all the shots in terms of consumption, and their message is clear: Show me what you’re selling and, more importantly, make me want to buy. Consumers are no longer seeking the best price before making a purchase; they’re first and foremost looking to engage with the brand.

We must understand that emotions felt throughout the day affect every decision. This forces us to rethink our vision of e-commerce as disconnected from the user’s real life, where the environment often resembles an obstacle course, rather than a walk in the park. To make the consumer’s life easier and put a smile on our customers’ faces, let’s get rid of the frustration. Faced with increasingly experienced and demanding consumers, marketing teams must go much further in terms of knowledge of their customers, identifying their expectations and understanding their experiences in order to act accordingly.