E-commerce customer behavior analysis

E-COMMERCE CUSTOMER BEHAVIOR ANALYSIS

EC 솔루션 연구소 이종 진㈜시스포유아이앤씨 | www.sys4u.co.kr

AGENDA

1.Online Consumer Spending Habits and E-Commerce Checkouts

2.Types of E-Shoppers

3. Virtual main behavior patterns

AGENDA



3.Virtual main behavior patterns

ONLINE CONSUMER SPENDING HABITS AND E-COMMERCE CHECKOUTS

1.SITE SPEED

2. E-COMMERCE DESIGN

3.PRODUCT REVIEWS

4.CHECKOUT ABANDONMENT STATISTICS

5.COUPONS AND DEALS

6.SHIPPING

7.PAYMENT AND SECURITY

Reference materials : http://www.smedio.com/online-consumer-spending-habits-e-commerce-checkouts/

http://www.smedio.com/online-consumer-spending-habits-e-commerce-checkouts/

SITE SPEED

E-COMMERCE DESIGN

E-COMMERCE DESIGN

PRODUCT REVIEWS

CHECKOUT ABANDONMENT STATISTICS

COUPONS AND DEALS

SHIPPING

PAYMENT AND SECURITY

AGENDA




TYPES OF E-SHOPPERS

1. The Bargain Shopper

2. The Surgical Shopper

3. The Enthusiast Shopper

4. The Power Shopper

Reference materials :

https://econsultancy.com/blog/64704-25-effective-design-patterns-for-ecommerce-site-search-results#i.1csntqn18pbf1h

https://econsultancy.com/blog/64704-25-effective-design-patterns-for-ecommerce-site-search-results#i.1csntqn18pbf1h

THE BARGAIN SHOPPER

Customer behavior

Bargain-hunting shoppers use comparison shopping tools extensively. Sporting no brand loyalty, these shoppers are just looking for the lowest price.

What they need

Retailers must convince these shoppers that they are getting the best price and do not need to continue searching online or offline for a better deal. Sale-priced items listed on the site, or made available through an operator, are very attractive to these shoppers.

THE BARGAIN SHOPPER

Newegg

Not the prettiest search results page, but effective in presenting the technical detail. The filtering options are very comprehensive, while the select and compare option is very useful.

Jet2.com

I've used this example before when looking at flight search on travel sites, but it bears repeating.

If your dates are relatively flexible, this ability to view the cheapest flights over the month is very helpful for finding the best combinations of flight dates and price.

THE BARGAIN SHOPPER

The expected pattern 1) Search Keyword

(ex. SONY vaio tap 11 SVT11229CK/B)

2) Sort by Price

3) View specs products

(ex. CPU, Memory, HDD)

4) Check others costs

(ex. VAT, Shipping costs …)

5) Purchasing decisions

THE BARGAIN SHOPPER

The expected pattern

1) Search Flights

(ex. LA ticket, Korea ticket)

2) Check the schedule

3) Cheap flights confirmed

4) Check others costs

(ex. Fuel Surcharge …)


THE BARGAIN SHOPPER

Most of the patterns

Always check Promotion Mailing Services Find stuff you want to buy

If the price of the same sort Price

In the same article from another site Search

Purchasing trends

Always Promotional information sharing

Always Sale Schedule Check

Using price comparison site Compare Prices

Purchasing decisions

THE SURGICAL SHOPPER

Customer behavior

"Surgical" shoppers know exactly what they want before logging online and only purchase that item. Typically they know the criteria on which they will base their decision, seek information to match against that criteria, and purchase when they are confident they have found exactly the right product.

What they need

Product configurators and archived opinions are essential to persuade surgical shoppers that what they found is what they need. These shoppers also benefit from quick access to insights from other shoppers' experiences and real time customer service from knowledgeable operators.


Insight

I like the option of filtering search results by a keyword, something I haven't seen a lot on other sites.

House of Fraser

Here, results are presented well, and House of Fraser provides options for filtering, sorting, and viewing results in different formats.

The filtering options open in such a way that it's easy for users to switch back to the search results.

THE SURGICAL SHOPPERThe expected pattern

1) Search Products

(ex. Samsung HDD)

2) First results confirm

3) View specs products

4) View Review




1) Search Products

(ex. Suit, Shirt)

2) Filtered according to conditions

3) Switch to Search Results

4) Other filtering criteria




Check various filtering criteria Find stuff you want to buy

Check various filtering criteria

Verify accurate search results

Purchasing trends

Check reliable results

Quick check processing


THE ENTHUSIAST SHOPPER

Customer behavior

Enthusiast shoppers use shopping as a form of recreation. They purchase frequently and are the most adventurous shoppers.

What they need

It is important to cater to the fun-loving character of the enthusiast shoppers. To fuel their enjoyment, Web sites should offer them engaging tools to view the merchandise, personalized product recommendations, and community applications such as bulletin boards and customer feedback pages.


Lovehoney

This is an example of using redirects to category pages for popular search terms.

In this case, a search for 'fifty shades' leads to the page for Lovehoney's 'official pleasure collection'.

Burberry

I could take issue with the lack of filtering and sorting options, but the visual presentation of search results is impressive:



1) Popular search terms

(ex. Frisky Business TV Offers)

2) Filtered category pages

3) Compare product




1) Select Product Category

(ex. Suit, Shirt)

2) Display Related Products

3) Display Product Comparison

4) Select a product




Check the fashion Trend Look at the latest products

Confirms the size and color

Can buy products that undesirable

Purchasing trends

Price ↑ Fashion ↑



THE POWER SHOPPER

Customer behavior

Power shoppers shop out of necessity, rather than as a form of recreation. They develop sophisticated shopping strategies to find what they want, and do not want to waste time looking around.

What they need

Sites that have excellent navigation tools and offer lots of information on the available products

Customer experiences, expert opinions and customer service

are attractive to power shoppers. These shoppers want instant access to information and support, and expect highly relevant product recommendations that match their criteria.

THE POWER SHOPPER

Booking.com

Paul Rouke has said that Booking.com is perhaps the most persuasive site in the world, and here's an example of why.

The reviews help, while the addition of adjectives like fabulous perhaps makes the reviews even more effective here.

Kiddicare

Kiddicare was one of the first to use customer reviews as a filtering option. Something which remains a great idea, and very useful.

THE POWER SHOPPER


1) Search Hotel

2) Display Related Hotels

3) Reviews confirmation

4) Check best reviews

5) Select a product


THE POWER SHOPPER

The expected pattern 1) Search Products

(ex. Massage Chair)

2) Display Related Products

3) Display Product Comparison

4) Check best reviews

5) Select a product


THE POWER SHOPPER


See consumer feedback Find stuff you want to buy

Check various filtering criteria

Verify accurate search results

Purchasing trends

Check the reviews

Carefully select the product

Check the reviews & Consumer FeedbackPurchasing decisions


AGENDA




MAIN BEHAVIOR PATTERNS(THE BARGAIN SHOPPER)

Guess 1 Check Promotion-mail Connect Web Site Search for Promotional Products

Compare prices with other websites Purchasing decisions

Guess 2 Connect Web Site Deals Pop-up confirmation Check Promotion Time limits

Compare prices with other websites Check more affordable site

Buying abandoned Connect Other Site

MAIN BEHAVIOR PATTERNS(THE SURGICAL SHOPPER)

Guess 1 Connect Web Site Find stuff you want to buy Filtered according to conditions

Until the desired result is filtered


Guess 2 Connect Web Site Search by product name Check item details

Check item details

MAIN BEHAVIOR PATTERNS(THE ENTHUSIAST SHOPPER)

Guess 1 Connect Web Site Most Popular Product Eye Shopping

Compare Other Wish Product

Add With List

Guess 2 Connect Web Site Select Product Category Wish Display Product Comparison

Check item details

Add With List


Check Wish List Item Check item details Purchasing decisions

MAIN BEHAVIOR PATTERNS(THE POWER SHOPPER)

Guess 1 Connect Web Site Find stuff you want to buy Reviews confirmation

Check best reviews

Sort by popularity reviews

Guess 2 Connect Web Site Display Related Products

Check best reviews of Other site Check item details


Find stuff you want to buy

Check best reviews Check item details

Add With List Compare Review Other Site Purchasing decisions

THANK YOU.

EC 솔루션 연구소 이종 진㈜시스포유아이앤씨 | www.sys4u.co.kr

Marketing

E-commerce customer behavior analysis