The 6 Layers of an Ecommerce Customer Personality


1 The 6 Layers of an Ecommerce Customer Personality1.1 Start with Ecommerce Customer Personas1.2 Demographics1.3 Personalities put to use1.4 Personas: The Foundation of Marketing and Product Strategies1.5 Identifying Consumer Triggers1.6 The Key Takeaways The 6 Layers of an Ecommerce Customer […]

The 6 Layers of an Ecommerce Customer Personality

Learn the six steps that the top online brands use to create a customer persona that allows for more personalization.

Online marketing is no different. The old saying “Knowledge is power” is particularly true. The creation of ecommerce customer personas is a useful strategy for gaining the information and data you need and making it practical. These personas can be used to segment your customers in a meaningful way and provide valuable insights into their perspective, motivations, and needs.

Start with Ecommerce Customer Personas

A customer persona, or buyer, is basically a fictional profile of a customer. It represents an important segment. Customer personas can be used to help you better understand your target audience and improve your ecommerce personalization.

Your buyer personas are living documents. As your company grows, so should your approach to certain customers. To differentiate, give these personas meaningful names. Brands often give each persona a name so they can be treated as real customers.

It is not a good idea to base ecommerce customer personas on gut feelings. They should be based on data, both qualitative and quantitative .


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Quantitive data includes:

  • Transactional and behavioral data
  • Analytics
  • Surveys

Qualitative data is derived from:

  • Conversations with customers
  • Customer interviews
  • Common customer service inquiries


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If you have Google Analytics installed, you can pull the demographic data. This data can be used to create buyer personas. Different demographic information might be relevant depending on the product or service being sold, but these are some of the key factors that every ecommerce retailer should take into consideration.

  • Gender identity and age
  • Localization
  • Income
  • Industry and job title
  • Interests

Google Analytics will provide the basics information, but cutting-edge segmentation capability can be used to dig deeper into customer brand loyalty and product preferences. Machine learning can be used to learn about shoppers’ journeys and determine how different segments of their shopping decisions are affected by each element of your website.


Personalities put to use

Once you have gathered data, you can segment the segments and create personas for each segment. These personas can be used to optimize nearly every aspect of customer experience. These are just a few examples.

Let’s take a look at these two ecommerce personas to see how segmentation can work. A smart retailer would tailor her ecommerce site accordingly.

You can see that they are very different personas. As such, customers who represent these personas should have unique experiences.

These ecommerce personas receive completely unique shopping experiences:

  • Zack and Zoe have different brand preferences and logos and banners.
  • These product recommendations highlight the most popular products that meet their interests.
  • Videos and blogs display the most relevant, interesting content for each.
  • The navigation bar has been modified to give priority to the most relevant categories.

READ OTHER: Find out how dunhill created unique experiences based on the interests of its customers with onsite content segmentation and personalization.


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Personas: The Foundation of Marketing and Product Strategies

After you have created your ecommerce personas it is time to get to know them and their motivations. Understanding your customers will allow you to deliver personalized ecommerce experiences that convert well and revolutionize your marketing and product strategy. It can help to ask yourself some questions so that you can better understand your customers.

  • What are their wants and needs?
  • What are their hopes and goals?
  • How can your product help you meet these goals and needs?
  • What objections could a potential customer have to my brand or products?

These questions will help you to build a better picture of your personas. These personas will be the basis for a customer-based strategy. What do your buyer personas really want and expect from you? What are their expectations of your brand? How can you exceed them?

We now move on to the next topic: triggers.


Identifying Consumer Triggers

The key purpose of persona development is to be able understand your customers’ emotional triggers so that you can influence and encourage them into your shop.

Triggers can be divided into three types: seasonal, external, or internal.

The internal triggers that are Pavlovian in nature and related to customers’ thoughts and feelings are called “internal triggers”. Some internal triggers are:

  • Aspirations
  • Insecurities and Fears
  • Stressors
  • Status

Example: A man decides to go back to dating after having had a bad experience with his first date. He also invests in new clothes to be more confident when he meets women.

External triggers refer to events that are beyond the control of the shopper, such as:

  • Property demise
  • Obstacles
  • Expectations of others
  • Life is unpredictable

Seasonal triggers occur frequently, but they are otherwise predictable, such as:

  • Holidays
  • Seasonal changes
  • Birthdays
  • Seasons that are related to interest or profession

Let’s say it’s Autumn, and your favorite football team has just changed their mascot. You need new gear to wear to the games.

Your campaigns can be supercharged if you understand your target audience’s triggers. There are many options, whether it’s using the right influencers for your younger customers or offering a special discount to customers’ birthdays.


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The Key Takeaways

The following are important points to remember when approaching your strategy for creating ecommerce customer personas:

  • Personas can be a powerful tool for segmenting your audience and understanding how best to speak to them.
  • When creating personas, use qualitative, quantitative, as well as demographic data.
  • Different personas demand different treatment! Personalization of content can help you optimize your sales to target specific segments.
  • Use emotional triggers to get shoppers to visit your website.