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4 Types of Online Shoppers

Understanding online consumer behavior is essential for every brand and business venturing into eCommerce. According to a digital marketing speaker Hong Kong, it is a process in which customers decide to make a purchase. For a social media agency Hong Kong, understanding their expectations, influences, and needs can help develop strategies to boost customer base and revenue. If you want to understand more about customer behaviors, here are four types of online shoppers, according to a video marketing agency Hong Kong.

Busy Twins

The busy twins are either rational website visitors or satisfiers. He first visits the website homepage and directly jumps on a category or internal search. He feeds the filter up to the brim and shortlisted different items. If no product matches the criteria on his search results, he abandons the website. A rational shopper knows what he exactly needs and buys only when fully convinced. The satisfier commonly grabs any offer that matches his criteria and goes to other businesses. To trigger a purchase with the busy twins, online marketers should segregate items not only per category. They should also filter products by mood, occasion, and utility. Get creative with product listings and strengthen their filters for integrated comparisons.

Hesitant Twins

The hesitant twins are underconfident maximizers. Because they lack knowledge of the offering, they check out the most popular and recommended products. These online shoppers then click all alternative brands and variations. They check the specs to understand the offerings more. The hesitant twins commonly fill out registration forms and add some selected products to their cart. They have compared them many times before doing so. They also added coupon codes and quantities and made another check on all the specs and variations of the carted items by going through all reviews. But most of the time, they will leave without completing the purchase as the many choices put them off. Online marketers should limit the number of options for each product when dealing with hesitant twins. They should also provide enough positive affirmations and feedback to trigger a sale.

Passionate Purchaser

The passionate purchaser is an impulse bulk buyer. He cannot wait to own the latest product in trend. He commonly browses the website homepage and jumps into the “What’s Hot” categories, skipping product filters. He opens multiple windows and happily scrolls, adding many items to his shopping carts. Most of the time, he checks the colors, matching accessories, and product patterns. The passionate purchaser ends up making a bulk purchase. Online marketers should provide different product variations when dealing with this online shopper. If possible, brands should show the product live in action through videos. To trigger a purchase, they should tap on the factor of “emotional gratification” with captivating and large images of the offerings.

Wish Lister

A wish lister checks out all categories of products and services. The search is not limited to a specific line of offerings. A wish lister browses and scrolls extensively and frequently visit different product pages. Then, such an online shopper continuously adds selected items to his cart and moves most of them to his wish list. He leaves without completing any purchase because affordability puts him off. Online marketers can trigger a sale to a wish lister by offering a surprise discount.

Reference: https://blog.red-website-design.co.uk/2022/08/19/online-shopper-types/

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How to Use Social Proof for eCommerce

Online ratings and reviews are becoming popular nowadays. According to a digital marketing speaker Hong Kong, modern consumers are getting smarter and rely on other consumers when researching products and services. For a social media agency Hong Kong, such ratings, reviews, and testimonials are called social proof. They prove the authenticity and credibility of an account. That is why a video marketing agency Hong Kong notes the importance of determining how to use social proof for eCommerce. We’ve got you covered!

WHAT IS SOCIAL PROOF?

Robert Cialdini coined the term “social proof” in his 1984 book “Influence.” It is the idea of people copying the actions of others in an attempt to emulate the behaviors of the majority. In marketing, social proof covers the same idea. Shoppers look for ratings, reviews, and testimonials before making purchases. It is to ensure that they act and fit the way everyone expects of them.

Around 91% of shoppers read online reviews before buying an offering. That is why many online marketers strive to get reviews to increase the number of people making a purchase. People often make judgments based on their overall impression of someone. Most of us think that anything that experts use is great. It is because we think they are more knowledgeable than us. Others buy products endorsed by celebrities just to imitate them. Most of all, we trust users’ reviews because they have experienced the offering, unlike us.

FORMS OF SOCIAL PROOF

There are six categories of social proof. Each category depends on the source of information. These include social proofs from celebrities, certifications, crowd wisdom, customers, experts, and friends’ wisdom.

  • Celebrities. A celebrity is a famous person. Today, the measure of popularity depends on the number of followers that somebody has on social media. So, a celebrity may be an actor, actress, author, chef, fitness guru, politician, singer, etc. Celebrities often feature the lifestyle of the rich and famous, which every one of us dreams of. So, any endorsement from a celebrity can influence us to use the same brand, product, or service as we secretly dream to be like them.
  • Certifications. This type of social proof comes from authoritative bodies or figures. They can be a government institution, an industry regulating organization, prestigious review firms, etc. A certification can simply be a blue checkmark from Facebook or Twitter. If the certification looks official, people are more likely to believe that the brand, product, or service is of good quality and trustworthy.
  • Crowd Wisdom. If a large group of people is endorsing a brand, product, or service, other people believe that it must be good. In a physical store, it represents a crowd lining up to get one. In the digital world, it means a large number of followers on social media pages.
  • Customers. These are ratings, recommendations, reviews, and testimonials from current users of a brand, product, or service. Shoppers often trust others’ opinions if they are of good quality. They are authentic and credible as user-generated content (UGC).
  • Experts. An expert is a person who has authoritative and comprehensive knowledge and skill in an industry or niche. People look into them with high respect and trust. That is why many experts can influence their buying decision through endorsements.
  • Friends’ Wisdom. Friends influence the buying decision of 9 out of 10 people. They are a well-trusted source of product recommendations. The most common example is people buying a product because they see their friends use it on social media.

GENERATING SOCIAL PROOF

Brands and businesses should find ways to generate social proof. They can collaborate with celebrities and experts to boost audience reach on online events and social media. Share milestones with your audience. These include awards, citations, and certifications received. Show appreciation for any mentions. Better yet, you may want to explore having brand ambassadors.

Reference: https://blog.red-website-design.co.uk/2022/06/08/social-proof-ecommerce/