No two shoppers are the same: They’re driven by different goals, needs, and expectations. As the user experience (UX) leader of Buy with Prime, it’s my mission to understand how to serve shoppers best, no matter where they choose to begin and end their shopping journeys. My team of UX researchers, designers, writers, and program managers are experts in the world of shopper research and experience design. And we’re known to be a little obsessed with our customers.
In our extensive research, we’ve divided shoppers into three archetypes: 1) economic shoppers, or those who are focused on finding the best value for their money; 2) ethical shoppers, or those whose shopping habits reflect their core personal beliefs; and 3) quality shoppers, or those who care about the quality of the product above all else. It’s worth noting that a shopper can be a combination of all of these archetypes, but will likely have one they tend to prioritize over others. For now, let’s zero in on quality shoppers and how intentional UX decisions can attract and retain this sought-after archetype.
Ecommerce leaders are always on the lookout for the most valuable customers—the ones who drive higher average order values, lower return rates, and staunch brand loyalty. These are your “quality shoppers,” the discerning consumers who deeply research their purchases and are willing to pay premium prices for durable, high-quality products that meet their exacting standards. Quality shoppers make up more than a quarter (27%) of online shoppers, according to the latest UX data from the Buy with Prime research team.
For premium brands seeking ecommerce growth, it’s imperative to focus on quality shoppers and ensure that your online shopping experience is tailored to their behaviors, whether that’s with detailed product information or robust filtering. Assemble these puzzle pieces correctly, and you’ll be rewarded with a steady customer base that keeps coming back for more. Quality shoppers are fiercely loyal and less price-sensitive, so focusing on this archetype is a winning strategy.
But reaching and resonating with quality shoppers takes a thoughtful, data-informed approach to your ecommerce UX. By deeply understanding their unique priorities, you can optimize your site to give them everything they expect.
How do quality shoppers behave?
Quality shoppers spend time researching each purchase. They carefully pore over reviews, comparison shop, and leave no stone unturned to find the perfect product that meets their exacting standards—no matter the category. Imagine an endless row of product pages open on a browser or even separate spreadsheets comparing product features, prices, and merchant offerings like warranties and delivery options. These are the habits of quality shoppers.
Because they want to ensure that the purchase decision they make is the right one, they’re less likely to make frivolous or impulsive purchases. And because they are risk averse, quality shoppers also want clear return or refund policies.
Interestingly, quality shoppers come in all shapes and sizes—they’re not limited to any single age group or gender. But the data does reveal a few trends. Younger consumers (ages 18-44) and men are a bit more likely to identify as quality shoppers, with 35% of young people and 32% of men belonging to the persona, compared to just 15% of older folks and 22% of women.
Why should brands care about quality shoppers?
Brands should want quality shoppers in their corner. First and foremost, they tend to have higher average order values and customer lifetime value (CLV). And with their intense loyalty, you can expect a much higher CLV from this segment.
It’s worth noting that while quality shoppers do tend to spend more per order, there’s no notable difference between them and other shopper groups when it comes to the number of items purchased. However, quality shoppers were found to be more likely to purchase consumer electronics than other product categories.
Quality shoppers are also less likely to return products, saving your business the costly overhead associated with returns processing. This can translate to substantial savings in shipping, restocking, and associated labor costs. (If you’re a Buy with Prime merchant, Amazon handles fulfillment and returns for you.)
Finally, quality shoppers can act as powerful brand ambassadors. Not only are they more likely to recommend your products to friends and family, but their positive reviews and user-generated content can be invaluable social proof to attract new customers.
How can good UX attract quality shoppers?
Having quality products is a prerequisite to catching the eye of quality shoppers, but it’s not enough. You also need a quality shopping experience. So, how can brands create a shopping experience that wins quality shoppers over? The following are four tips.
1. Make detailed product information easy to find
Quality shoppers crave in-depth product details that go beyond the basics. They want everything from extensive descriptions and specs to high-resolution images and videos showcasing features and benefits in action. Ensure that this information is prominently displayed and easy to sort through on your product pages. Quality shoppers want to feel like they can practically reach out and touch the item before they hit that Buy with Prime button. They also want to know about the process of crafting the products and seek out pages on your site to learn more, like “About Us” or “Our Story.” Recent research that Buy with Prime and Amazon Pay commissioned from the Baymard Institute revealed that 62% of shoppers engage with “About Us” or similar content as they seek out background information about a brand or product.
2. Offer filters that help find exact product needs
Quality shoppers do copious research and have a clear vision for what product they want. They should have the ability to narrow options down by price range, size, color, material, and more. That way, they can quickly find the exact products they want without wasting time sifting through irrelevant options. Paying attention to navigational behaviors can help businesses decide which products to offer Buy with Prime or feature on a dedicated collection pages. The Baymard Institute research showed that shoppers appreciate a nudge toward the products that are most promising for them. When testing direct-to-consumer (DTC) sites with small catalogs, the Baymard Institute found that navigating or filtering to view “best sellers” was a popular way to begin the browsing experience. Nearly one-quarter (23%) of users that had the option to see a best-sellers category used it, often as their first navigational choice after the home page. (Learn how Buy with Prime for Salesforce Commerce Cloud allows shoppers to filter for Prime eligible products on your site.)
3. Provide visual cues on product quality and experience quality
We recommend applying recognizable signifiers to alert quality shoppers to both high craftsmanship and a great buying experience. That means badges for premium materials, or badges for forgiving return policies or speedy delivery. For example, by featuring the Buy with Prime badge on your product pages, you send a message to quality shoppers that they can get the Prime shopping benefits and checkout experience that they love from Amazon.com directly on your site. According to UX research from Buy with Prime, more than half of shoppers surveyed cited “free shipping” or “fast shipping” as the leading motivator for choosing Buy with Prime at checkout. At a glance, they know they’re getting fast, free delivery, easy returns, and a seamless checkout. This can help overcome the trust barrier with new customers.
4. Leverage the power of customer reviews
It should be simple for quality shoppers to access crucial social proof like customer reviews. Go the extra mile by letting them filter reviews based on aspects like star ratings or most recent. The Baymard Institute study shows that the percentage of ecommerce sites using a ratings distribution chart and reviews summary has actually decreased in recent years (43.5%, down from 73% in 2021). Therefore, displaying reviews and ratings can be an easy way to stand out to quality shoppers. The Reviews from Amazon feature allows merchants to showcase their star ratings and reviews from Amazon.com directly on their Buy with Prime product pages. For quality shoppers especially, it can serve to validate their purchasing decision and give them more confidence to make that leap to buy. In fact, when merchants added Reviews from Amazon to their site, they have experienced a 38% increase in shopper conversion on average.*
Quality shoppers are an essential part of the online shopping ecosystem. They are key to unlocking sustainable growth that brands can’t afford to overlook. By making quality shoppers a strategic priority and delivering a shopping experience tailored to their unique needs, you can cultivate lasting loyalty and drive meaningful business outcomes.
Learn how Buy with Prime can enhance your site’s shopping experience.
*Data is from a sample of eight Buy with Prime merchants with average monthly site traffic between 10,000 and 1 million, and compares the number of shoppers who placed an order when Reviews from Amazon was present on a product page versus when it was not, during the same time period.