Understanding Psychology of Online Customers

By: Lina Stakauskaite

When selling online there are many things to take into consideration, you need to know your target audience, you need to know your competitors and you need to have the marketing tools to push your business forward.

At the same time it is very useful to know how your online customers think. Why do they buy? When do they buy? What are they looking for?

Popular Items

A majority of the time online customers buy for sheer necessity. It's not always down to want, but rather an item they need quickly. For example, a customer whose kettle just burned out is going to need a new kettle as soon as possible, they don't have time to go to the shop, so they shop online, find the cheapest price, the fastest shipping method and they buy it.

Using this need can help you with your marketing and ensure your sales increase.


One thing that plays a vital role in customers purchasing from you is authority. When we say "authority" we mean that they want to hear from other people that your service is good, respectable and the product performs well.

This is why it's essential that you have testimonials on your website for each product and your services. Good customer reviews can dramatically improve your sales turnover.

Difficult to Find Items

Some online customers will have gone online because they are looking for an item which isn't easy to find, this can be anything from a very rare book to a unique item.


It is essential that your website is easy to navigate, whether your customers are twenty or sixty, they should be able to get around your website with ease and find exactly what they are looking for.

The pages should load quickly, saving them time and when they arrive on the page it should be filled with product information and photographs to help them make their decision.

Discounts and Promotional Offers

Everyone wants as much as possible for the lowest possible price these days, the smallest discount can make a huge difference to whether your customer buys the product online or not.

Customers shopping online now have a large selection of companies to choose from, they can compare prices, find the best deals and buy from anywhere across the globe.

Offering returning customers a set discount, offering promotional codes to entice new customers and ensuring your prices are realistic are just some of the ways to appeal to online customers.

Customer Service

Once a customer buys online an item off your website they want the customer service they deserve. This can be a simple email advising them that their order has been received and processed and will be shipped shortly. Keep your customers updated throughout the shipping process, be available to answer any questions they have and ensure they are happy with their purchase by requesting feedback.

This is just some of the ways you can appeal to your online customers, remember understanding online customer psychology is understanding why they buy online, what they are looking for and how you can use that information to achieve success.

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Lina Stakauskaite works at Click2Sell (www.click2sell.eu) Affiliate Programs Network. Sell digital products online and run your affiliate program. Accept payments via PayPal, Google Checkout or direct credit card payments. Sell easily in various currencies. Get paid instantly, provide easy payment options for customers, recruit and manage affiliates successfully.

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