To design and measure enhanced content effectively, it is vital to understand how visitors to product pages can be sorted into distinct cohorts based on the stages of the buying cycle and the motivating factors driving visits. Grouping eCommerce shoppers based on intent allows for more targeted marketing strategies and accurate predictions about shopper behavior. Here are the shopper cohorts most associated with visits to product pages on retailer websites:
1. Information Seekers
Degree to which enhanced content influences conversions for Information Seekers: Low to medium impact
Intent: These shoppers are in the initial stages of their buying journey. They are looking for information about products but are not yet ready to make a purchase.
Characteristics:
- High engagement with external marketing channels
- High visits, return visits (as indicated by a lower count of unique visits vs. total visits), time on page, and interactions with content containing product specifications - which are used to qualify or disqualify products based on their individual preferences. They may spend a lot of time consuming informational content but have low immediate conversion rates.
Strategy: Target them with educational information, product comparisons, and detailed guides to nurture their interest and guide them towards making a purchase decision.
2. Comparison Shoppers
Degree to which enhanced content influences conversions for Comparison Shoppers: High impact
Intent: Shoppers in this cohort are evaluating options – There is a high likelihood that they will be making a purchasing decision within the next 1 – 7 days, but they are on-the-fence about the specific product to select. They are interested in comparing features, prices, and reviews across different products and brands.
Characteristics:
- High count of visits associated with similarly classified product pages
- Highest time on page, viewable impressions, and interactions of all cohorts - particularly with regards to detailed product imagery and specifications
- Use of filters and search terms that indicate comparison (e.g., "vs," "compare")
Strategy: Provide clear comparisons with similar products, highlight unique selling points, and showcase customer testimonials to assist in their evaluation process.
3. Bargain Hunters
Degree to which enhanced content influences conversions for Bargain Hunters: Low impact
Intent: Price is the primary motivator for this group. They are looking for the best deals, discounts, and promotions.
Characteristics:
- Low unique visits, high total visits and sessions: This cohort frequently revisits product pages, waiting for a drop in prices or special sales events
- Low time on page and fewer viewable impressions and interactions, due to the brief nature of sessions
- Potentially high add-to-cart rates as promotions and coupons may not be reflected until products are present in basket. This may often be paired with high cart abandonment rates. For the websites that provide order confirmation data, low rates of order completion may be observed.
- High interaction with the following external channels: coupon codes, sales pages, and promotional emails
Strategy: Engage them through channels external to enhanced content: timely promotions, exclusive discounts, loyalty programs, and flash sales.
4. Repeat Customers & Brand Loyalists
Degree to which enhanced content influences conversions for Repeat Customers and Brand Loyalists: Low impact for current product, high impact for complementary products
Intent: This cohort has already purchased the product in the past and is returning with the intention of buying again. Their intent can range from purchasing complementary products - accessories, color and size variants, bundles, etc. - to replacing a previously bought item.
Characteristics:
- Low time on page paired with high conversion rates
- Fewer viewable impressions and interactions
Strategy: Offer recommendations for complementary products, linking directly to the URLs on the retailer website where the products can be purchased. Include compelling visuals and information about the benefits of pairing the current product with the complementary products.
5. Urgent Need Shoppers
Degree to which enhanced content influences conversions for Urgent Need Shoppers: High impact
Intent: This group of shoppers is compelled by an immediate need, often with the desire to make a last-minute purchase. Their decision-making process is much faster due to the urgency of their need.
Characteristics:
- Parity between unique visits and total visits metrics
- Low time on page but medium to high counts of viewable impressions and interactions
- Conversion rate may vary vastly, depending on the efficacy of enhanced content
- Searches for specific products or categories indicating immediate need (e.g., "next-day delivery," "quick shipping"), low price sensitivity, and rapid progression from landing to checkout.
Strategy: Establishing product uniqueness and identity through enhanced content is critical when many variations of similarly classified products exist. Highlight the primary uses and benefits in a clear, succinct manner such that shoppers can quickly qualify the product against their checklist of needs and preferences. Other important factors that influence conversions include immediate availability, fast shipping options, and easy checkout processes to cater to their urgency.
Based on this approach to segmentation, the two cohorts that should serve as the primary target audience for enhanced content are Comparison Shoppers and Urgent Need Shoppers. These are the most likely to be influenced by rich media, whether positively or negatively. A secondary consideration should be granted to Repeat Customers & Brand Loyalists, who continuously present an opportunity to promote complementary products. Information Seekers are very likely to view and engage with enhanced content, but should be measured upon entering the stage in their shopping journey where they are certain they will be making a purchasing decision – when they become Comparison Shoppers.
Syndigo’s shopper segmentation focuses on the all-important KPI conversion rate. However, conversion data may not be available for all retailers to which enhanced content is being published. Also, the goals of an enhanced content program may vary for each unique organization. Where a significant portion of the total available market is already in-hand, improving customer satisfaction and increasing brand loyalty may be the highest priority. Regardless of the limitations or objectives unique to your enhanced content program, this guide can be utilized to gain a deeper understanding of how to target shoppers who are most likely to be influenced by impactful enhanced content.
