The document analyzes online consumer behavior in e-commerce, detailing spending habits, shopper types, and virtual behavior patterns. It categorizes e-shoppers into four types: bargain shoppers, surgical shoppers, enthusiast shoppers, and power shoppers, each with distinct needs and browsing tendencies. It emphasizes the importance of site design, product reviews, and checkout processes in influencing purchasing decisions.

1. E-COMMERCE CUSTOMER BEHAVIOR
ANALYSIS EC 솔루션 연구소 이 종 진
㈜시스포유아이앤씨 | www.sys4u.co.kr

2. AGENDA
1.Online Consumer Spending Habits and E-Commerce Checkouts
2.Types of E-Shoppers
3. Virtual main behavior patterns

3. AGENDA
1.Online Consumer Spending Habits and E-Commerce Checkouts
2.Types of E-Shoppers
3.Virtual main behavior patterns

4. ONLINE CONSUMER SPENDING HABITS AND
E-COMMERCE CHECKOUTS
1.SITE SPEED
2.E-COMMERCE DESIGN
3.PRODUCT REVIEWS
4.CHECKOUT ABANDONMENT STATISTICS
5.COUPONS AND DEALS
6.SHIPPING
7.PAYMENT AND SECURITY
Reference materials : http://www.smedio.com/online-consumer-spending-habits-e-commerce-checkouts/

5. SITE SPEED

6. E-COMMERCE DESIGN

7. E-COMMERCE DESIGN

8. PRODUCT REVIEWS

9. CHECKOUT ABANDONMENT STATISTICS

10. COUPONS AND DEALS

11. SHIPPING

12. PAYMENT AND SECURITY

13. AGENDA
1.Online Consumer Spending Habits and E-Commerce Checkouts
2.Types of E-Shoppers
3.Virtual main behavior patterns

14. TYPES OF E-SHOPPERS
1.The Bargain Shopper
2.The Surgical Shopper
3.The Enthusiast Shopper
4.The Power Shopper
Reference materials :
https://econsultancy.com/blog/64704-25-effective-design-patterns-for-ecommerce-site-search-results#i.1csntqn18pbf1h

15. THE BARGAIN SHOPPER
Customer behavior
 Bargain-hunting shoppers use comparison shopping tools extensively. Sporting no brand loyalty,
these shoppers are just looking for the lowest price.
What they need
 Retailers must convince these shoppers that they are getting the best price and do not need to
continue searching online or offline for a better deal. Sale-priced items listed on the site, or made
available through an operator, are very attractive to these shoppers.

16. THE BARGAIN SHOPPER
Newegg
Not the prettiest search results page, but effective in presenting the technical detail.
The filtering options are very comprehensive, while the select and compare option is
very useful.
Jet2.com
I've used this example before when looking at flight search on travel sites, but it
bears repeating.
If your dates are relatively flexible, this ability to view the cheapest flights over the
month is very helpful for finding the best combinations of flight dates and price.

17. THE BARGAIN SHOPPER
The expected pattern
 1) Search Keyword
(ex. SONY vaio tap 11 SVT11229CK/B)
 2) Sort by Price
 3) View specs products
(ex. CPU, Memory, HDD)
 4) Check others costs
(ex. VAT, Shipping costs …)
 5) Purchasing decisions

18. THE BARGAIN SHOPPER
The expected pattern
 1) Search Flights
(ex. LA ticket, Korea ticket)
 2) Check the schedule
 3) Cheap flights confirmed
 4) Check others costs
(ex. Fuel Surcharge …)
 5) Purchasing decisions

19. THE BARGAIN SHOPPER
Most of the patterns
Always check Promotion Mailing Services Find stuff you want to buy
If the price of the same sort Price
In the same article from another site Search
Purchasing trends
Always Promotional information sharing
Always Sale Schedule Check
Using price comparison site Compare Prices
Purchasing decisions

20. THE SURGICAL SHOPPER
Customer behavior
 "Surgical" shoppers know exactly what they want before logging online and only purchase that item.
Typically they know the criteria on which they will base their decision, seek information to match
against that criteria, and purchase when they are confident they have found exactly the right
product.
What they need
 Product configurators and archived opinions are essential to persuade surgical shoppers that what
they found is what they need. These shoppers also benefit from quick access to insights from other
shoppers' experiences and real time customer service from knowledgeable operators.

21. THE SURGICAL SHOPPER
Insight
I like the option of filtering search results by a keyword, something I haven't seen a
lot on other sites.
House of Fraser
Here, results are presented well, and House of Fraser provides options for filtering,
sorting, and viewing results in different formats.
The filtering options open in such a way that it's easy for users to switch back to the
search results.

22. THE SURGICAL SHOPPER
The expected pattern
 1) Search Products
(ex. Samsung HDD)
 2) First results confirm
 3) View specs products
 4) View Review
 5) Purchasing decisions

23. THE SURGICAL SHOPPER
The expected pattern
 1) Search Products
(ex. Suit, Shirt)
 2) Filtered according to conditions
 3) Switch to Search Results
 4) Other filtering criteria
 5) Purchasing decisions

24. THE SURGICAL SHOPPER
Most of the patterns
Check various filtering criteria Find stuff you want to buy
Check various filtering criteria
Verify accurate search results
Purchasing trends
Check reliable results
Quick check processing
Purchasing decisions

25. THE ENTHUSIAST SHOPPER
Customer behavior
 Enthusiast shoppers use shopping as a form of recreation. They purchase frequently and are the most
adventurous shoppers.
What they need
 It is important to cater to the fun-loving character of the enthusiast shoppers. To fuel their enjoyment,
Web sites should offer them engaging tools to view the merchandise, personalized product
recommendations, and community applications such as bulletin boards and customer feedback
pages.

26. THE ENTHUSIAST SHOPPER
Lovehoney
This is an example of using redirects to category pages for popular search terms.
In this case, a search for 'fifty shades' leads to the page for Lovehoney's 'official
pleasure collection'.
Burberry
I could take issue with the lack of filtering and sorting options, but the visual
presentation of search results is impressive:

27. THE ENTHUSIAST SHOPPER
The expected pattern
 1) Popular search terms
(ex. Frisky Business TV Offers)
 2) Filtered category pages
 3) Compare product
 4) Purchasing decisions

28. THE ENTHUSIAST SHOPPER
The expected pattern
 1) Select Product Category
(ex. Suit, Shirt)
 2) Display Related Products
 3) Display Product Comparison
 4) Select a product
 5) Purchasing decisions

29. THE ENTHUSIAST SHOPPER
Most of the patterns
Check the fashion Trend Look at the latest products
Confirms the size and color
Can buy products that undesirable
Purchasing trends
Price ↑ Fashion ↑
Purchasing decisions
Purchasing decisions

30. THE POWER SHOPPER
Customer behavior
 Power shoppers shop out of necessity, rather than as a form of recreation. They develop
sophisticated shopping strategies to find what they want, and do not want to waste time looking
around.
What they need
 Sites that have excellent navigation tools and offer lots of information on the available products
Customer experiences, expert opinions and customer service
 are attractive to power shoppers. These shoppers want instant access to information and support,
and expect highly relevant product recommendations that match their criteria.

31. THE POWER SHOPPER
Booking.com
Paul Rouke has said that Booking.com is perhaps the most persuasive site in the world, and here's an
example of why.
The reviews help, while the addition of adjectives like fabulous perhaps makes the reviews even more
effective here.
Kiddicare
Kiddicare was one of the first to use customer reviews as a filtering option. Something which remains a
great idea, and very useful.

32. THE POWER SHOPPER
The expected pattern
 1) Search Hotel
 2) Display Related Hotels
 3) Reviews confirmation
 4) Check best reviews
 5) Select a product
 6) Purchasing decisions

33. THE POWER SHOPPER
The expected pattern
 1) Search Products
(ex. Massage Chair)
 2) Display Related Products
 3) Display Product Comparison
 4) Check best reviews
 5) Select a product
 6) Purchasing decisions

34. THE POWER SHOPPER
Most of the patterns
See consumer feedback Find stuff you want to buy
Check various filtering criteria
Verify accurate search results
Purchasing trends
Check the reviews
Carefully select the product
Check the reviews & Consumer FeedbackPurchasing decisions
Purchasing decisions

35. AGENDA
1.Online Consumer Spending Habits and E-Commerce Checkouts
2.Types of E-Shoppers
3.Virtual main behavior patterns

36. MAIN BEHAVIOR PATTERNS
(THE BARGAIN SHOPPER)
Guess 1 Check Promotion-mail Connect Web Site Search for Promotional Products
Compare prices with other websites Purchasing decisions
Guess 2 Connect Web Site Deals Pop-up confirmation Check Promotion Time limits
Compare prices with other websites Check more affordable site
Buying abandoned Connect Other Site

37. MAIN BEHAVIOR PATTERNS
(THE SURGICAL SHOPPER)
Guess 1 Connect Web Site Find stuff you want to buy Filtered according to conditions
Until the desired result is filtered
Purchasing decisions
Guess 2 Connect Web Site Search by product name Check item details
Check item details

38. MAIN BEHAVIOR PATTERNS
(THE ENTHUSIAST SHOPPER)
Guess 1 Connect Web Site Most Popular Product Eye Shopping
Compare Other Wish Product
Add With List
Guess 2 Connect Web Site Select Product Category Wish Display Product Comparison
Check item details
Add With List
Purchasing decisions
Check Wish List Item Check item details Purchasing decisions

39. MAIN BEHAVIOR PATTERNS
(THE POWER SHOPPER)
Guess 1 Connect Web Site Find stuff you want to buy Reviews confirmation
Check best reviews
Sort by popularity reviews
Guess 2 Connect Web Site Display Related Products
Check best reviews of Other site Check item details
Purchasing decisions
Find stuff you want to buy
Check best reviews Check item details
Add With List Compare Review Other Site Purchasing decisions

40. THANK YOU.
EC 솔루션 연구소 이 종 진
㈜시스포유아이앤씨 | www.sys4u.co.kr