Understanding your customers is the very first step of any successful business, It’s essential to create buyer personas for E-commerce marketing. It is the very first step especially when your company caters to different sets of people regarding lifestyle, choices, and interests. As per Wikipedia “Buyer Personas is a term used in marketing to identify and understand the customer as it is in their characteristics as well as socio-demographic.” It’s understood that until and unless you study the behavior of your audience you cannot serve what they need. Nowadays E-commerce has become the heart of any business, and every E-Commerce business no matter it’s a startup or established if works with the help of buyer personas would undoubtedly be successful.
Why are the buyer personas for E-Commerce a necessity?
Well, every business has a business strategy, but Have you drawn a clear picture about the approach? or Are you still confused about your brand’s bottom line? Do you have the idea, how to cater yourself to different customers?
Buyer personas for e-commerce help you understand your customer better as they provide valuable insights about a specific customer segment like:
Purchase journey map
Particular attitudes and concerns
With unique buyer personas, you can align your marketing strategy as per customer’s expectation.
Points to consider while creating buyer personas for e-commerce
Buyer personas for e-commerce guides you to understand how to approach a group of buyers and persuade them to believe in your product. Also, Make sure that you keep the look and feel of your e-commerce website as per the buyer personas for a healthy business. It’s important to keep some primary points in mind while you start creating buyer personas for the e-commerce platform.
1. What is the Age of the audience?
While creating buyer personas for e-commerce, it’s important to check the age of the audience. The persona will be based on the maximum age group inclined towards the product. For example: As per a case study of Jabong.com, The maximum audience belongs to the age group of 25-35 years. So the Jabong website looks are filled with colors and varieties. Multiple options choices for products are available. Most of the models used in the website are young and casual looking.
2. What is the Purchasing power of the customers?
Determining the purchasing power for your audience is a next smart move towards success. If you can identify the purchasing power of the audience, you can show the audience, the relevant products.
For Example: If we again see the case study of jabong.com For the audience of age group 16-25, the purchasing power would be less, because the audience would be students mostly. You can show them offers like 70-80% off as a USP to attract them towards your product. Also, you can add lots of varieties for this age group as they would love to follow varieties rather than brands.
Unique selling point changes from one age group to the other age group. Once you move to the age group 25-35, this would be earning and young age group. They would prefer the brand, and their purchasing power would be comparatively more. If shown right offers, they will help you increase your business. Working with the age groups enables you to create accurate and productive buyer personas for e-commerce.
3. Is the Product which the customer is buying is for personal use or professional use?
While you start creating a buyer persona for e-commerce keep in mind, that design of the website will depend a lot on the use of the product. If the products you display is for personal use, you can pay lesser attention towards the brand, cost, and location. But if the products are shown for professional use brand, cost, location, design everything matters.
Example: The case study of Jabong.com represents that people buy most of the products from Jabong for personal use, so the website has different colors, options, casual looking models, everything. On the contrary, If you see the site https://www.vanheusenindia.com/, it’s built for professional use. It has lesser options than Jabong.com. If you check the color of the website, it’s just black, grey and white. Cost of the products is high and also the site gives you a feeling of a professional website.
4. Is the product male-eccentric or female-eccentric?
Keeping gender into consideration while creating the buyer persona for e-commerce plays a significant role in e-commerce marketing. If your business is male-eccentric, its fine to keep lesser choice and color options but if it is female-eccentric, it should have multiple choices and color options. Females need more varieties than men while shopping.
5. Which device is used to browse the products most?
If you have an E-commerce platform, mobile apps are add-on for your business. While creating buyer personas for e-commerce, always check who your relevant audience is. If your target audience is students, or the young generation, mobile friendliness, mobile apps are a must for you.
If your target audience is 30+ or if the audience is buying the product for professional use, mostly they will check that in desktop, with a try and buy. Understanding the psychology of the customers and then presenting them the right product on the right device is the key to succeed in e-commerce marketing. If you practice the art of creating the right buyer persona, you will never fail.
6. Which time during the day is customer online?
It’s important to calculate the active participation time of your audience so that you can show them ads relevant to their searches at the right time. This is one of the tried and tested method which becomes successful most of the times. If you show the right ads to your potential clients at the right time, there is a high possibility of them being your customers. Try to utilize the time maximum when your potential customers are online.
Example: Professional people are active mostly during lunch hours or in the evening. You can do re-marketing on them at the relevant time.
Remember that a buyer persona is not a unvarying element as the trends keep on changing from time to time. Just like the e-commerce landscape, it is ever-changing. Based on new trends in the market, varying customer expectations and competition you will have to keep revising and adapting your personas to maximize the output.
Once you’ve developed and tested your buyer personas for e-commerce, let us know how you use this information in your marketing campaigns. Also, my next article will be on case studies of different e-commerce platforms and their buyer personas. Let us know if you see a bump in the ROI of your campaigns? Let us know in the comments section how buyer personas have helped your engagement with your customers.