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The 6 Parts of an eCommerce Customer Persona

June 22, 2021

Have you considered the ecommerce customer persona your business is contacting lately? The odds are you might not be aware of what that is or how you can create one.

An ecommerce customer persona is a character of sorts that a brand creates to represent targeted customers. The brand uses customer data to figure out who is more likely to buy something on a website. 

A customer persona helps you understand the unique buying experiences and behaviors your customer holds. You can use this to produce distinct marketing efforts. Generic marketing plans aren’t likely to work in your business, as your customers will likely have distinct backgrounds or beliefs that lead them towards what you provide.

You can use six parts of an ecommerce customer persona to help you identify who you should be targeting in your work. These segments combine to create someone that will utilize your wares and appreciate what you provide.

  1. Demographics

Start by looking at the demographics of your customers. You can use these demographics to get an idea of what your customers are like and what they have to offer your business.

These demographics can include:

  • Age
  • Gender
  • Profession
  • Education level
  • How much money one earns each year
  • Physical location

You can use as many demographics in your work as you wish. You can target specific audiences, but you should also see how the demographics on your website can vary. Sometimes you might have multiple demographics who support your business, but they could also be united by certain factors.

  1. How that Customer Finds and Uses Your Business

Every customer goes through a unique journey to find a business. You can research how customers are likely to find yours by looking at these five factors:

  • How someone learns about what you offer
  • How the person becomes more interested in what you are providing
  • When the customer develops an intent to buy what you offer
  • The purchase process, including what influences the customer to go forward with the purchase
  • How that customer will engage with your website; the work includes looking at other products, viewing your social media pages, and other features
  1. The Unique Mindset

Your customers also have distinct mindsets that influence how they will go ahead with buying things. Your ecommerce customer persona should include a review of these factors:

  • What the customer thinks about something you offer
  • What your customer is feeling when considering your work
  • Whether that person has had a positive experience with your work, including if there are unique problems in the work
  • The perception someone has towards your business
  • What someone expects to get from your business
  • The solutions they need for their lives, plus how you can provide answers to those points

Your business messages can focus on whatever people are thinking. You can proactively answer whatever questions your customers might hold, giving them the trust they need to do business with you.

  1. Unique Triggers

Everyone will have different triggers for when they purchase what you offer. A trigger is something that encourages a person to buy something or do something else of value. Your customers can act upon different points:

  • Internal – An internal trigger involves something relating to the customer’s feelings. The person might think that you offer something that satiates one’s desires or alleviates one’s fears.
  • External – An external trigger can entail anything outside the customer’s control. It could entail needing to replace something or requiring a service due to a sudden event in one’s life.
  • Seasonal – A seasonal trigger entails events that can influence purchases. A person might be more likely to buy something during a specific time of year. Maybe what you offer will be enticing for weddings, birthdays, or other special occasions.

Your goal is to review how your customers might follow some triggers and then promote yourself based on these things. You can highlight certain things and explain to people that whatever you offer is more worthwhile to their needs. Your marketing efforts can also be based around those triggers that influence people to buy what you offer. Sometimes a single trigger can make a difference when getting someone to do business with you.

  1. Language

The language you use can make a difference. You can use language that highlights the interests and needs your customers have.

You can use technical or industrial terms if you’re trying to target customers who have prior experience with what you offer. You can show those people you know what you’re talking about and that you can be a trustworthy business partner.

You could also use phrases or ideas that might reflect someone’s age, community, or general background. The goal is to get on the same level as the customer you’re contacting.

  1. Community

The last part of your ecommerce customer profile to use involves the community you support. You can explain to people that you’re part of a community that understands the needs people hold.

Some customers may have interests in things and will talk about them in their own unique communities. For example, cat owners are likely to talk about cats climbing trees, cat food products, and other cat-related items alongside other cat owners and enthusiasts. They aren’t likely to talk about these things in their workplaces.

You can look at what your customers are interested in when they come to your website. You could establish a community that focuses on whatever you sell or whatever needs your customers have when entering your website. Linking to a vast community of people can help you market your work and make it more viable to customers.

All six of these segments are essential to note when looking at your ecommerce customer profile. Be aware of how you see your customers. You can tailor your marketing and promotional efforts to them when you see what they may be interested in the most. The effort is about bringing in more satisfied customers and having them see what makes your business advantageous.

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