Online retailers are constantly striving to understand their customers – who are they, where are they from, what age group, how much do they spend on an average. Some of the basic demographics that online retailer looks at include income and education levels, geographical location, age and gender, marital status, and general interests and likes. However, if you need to really understand your customer, you need to move beyond the basic demographics and dig deeper, based on their online requirements.

Know Where Customers Learn About Your Products

You should know how and where your customers are researching your products. It may be a simple Google search, a comparison shopping engine, or a blog that rates and reviews products. There is also a lot of discovery that comes in via social media like Facebook, Twitter, and Pinterest (adding the ‘pin it’ button to your product photos is a great way to encourage sharing and get discovered.) It may not be possible to cover all the bases, but you can narrow it down to the places where your audience is most active and ensure that you have a presence there.

Know The Depth Of Product Knowledge They Need

Product information is one of the most important details on your ecommerce site. You need to zone in what your customers must know in order to make a purchase. Cameras and tech gadgets need to have all their specifications written, along with the approximate size and weight. If it is a piece of clothing, specify the fit. You also need to let your customers know about product warranties, how long it will take to ship, and how it works. Customers may often do research online before they reach your website, so make sure you give them all the information they need so that they can trust you.

Know The ‘Why’ Behind The Buy

Lastly, you need to look at what makes your customers buy from you. Is it the guarantee of low prices? Free shipping? Customization? Express delivery? Easy returns? It could also be because of the kind of products you make or the brands you stock. Understand what motivates your customers to buy and make repeat purchases. This will help emphasize those triggers and set you apart from your competitors.

What are some of the methods you use to get to know more about your customers? Do you use that data to personalize the experience for them? Does customization help sell more? Let us know.