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Every customer who lands on your website is different.
Someone checking your pricing page for the third time is in a very different headspace from someone casually reading a blog post.
They’re not at the same point in their buying journey, and they shouldn’t be approached the same way either.
A first-time visitor might need a little clarity. Someone using a competitor tool might be looking out for what’s different. Someone frustrated wants empathy and quick action. Each customer needs something different from you.
That’s where understanding customer types really helps. Once you know who you’re talking to, it becomes much easier to guide hesitant shoppers, reassure curious browsers, and keep loyal customers coming back.
Table of Contents
- 12 Types of Customers (& How to Handle Them)
- 1. Prospective Customers (Lookers/Researchers)
- 2. Bargain / Discount Customers
- 3. Need-Based Customers
- 4. Impulse Customers
- 5. New Customers
- 6. Unsure / Indecisive Customers
- 7. Angry / Dissatisfied Customers
- 8. Loyal Customers
- 9. Brand Advocates (Referred Customers)
- 10. Lapsed / Churned Customers
- 11. International Customers
- 12. Confused Customers
- Deliver Better Support by Understanding Your Customers
12 Types of Customers (& How to Handle Them)
Here are 12 customer types you’ll come across and simple ways to support them in their journey.
1. Prospective Customers (Lookers/Researchers)
🤔Who They Are
Prospective customers are still exploring their options. They might visit your website a few times, sign up for your newsletter, or download a guide, but they’re not ready to buy just yet. At this point, they’re either trying to understand your services or compare you with competitors.
Think of them as window shoppers who are genuinely interested but need a little more convincing before they pull out their wallet.
🤝🏻How to Support Them
Give them the information they need without overwhelming them. Offer free trials, comparison charts, or educational content that helps them understand your product better.
For instance, WhataGraph has a live chat that pops up after browsing their website. The intro message isn’t that targeted either, with a friendly “Hey, do you have any questions?”. This is inviting and can encourage the user to ask questions or move further down the buying journey.
Proactive live chat is one such example, though. It could also be free trials, demos, or other content that moves them closer to a decision. The goal is to build trust early, so when they’re ready to buy, you’re the obvious choice.
Recommended reading
2. Bargain / Discount Customers
🤔Who They Are
Discount customers are only interested in your product when you reduce the price. They know the value of what they want, but will spend time hunting for the best deal.
Black Friday shoppers, coupon clippers, and people who wait for end-of-season sales all fall into this category.
They’re willing to buy from you, but price is their main decision factor. Once the discount ends, they might move on unless you give them a reason to stay.
🤝🏻How to Support Them
Make your deals clear and easy to find. Don’t make them hunt through your site for a promo code.
A common example of this is E-commerce sites, like BestBuy. They run holiday deals throughout the year, and Black Friday is an important one.
Users usually hold off till the deal numbers are live as a green signal to make the purchase.
At that point, make it upfront. Make sure it’s on the website homepage, have popups on pages that are selling items at regular price, or have chat nudges that share the discount code.
Customers walk away happy with a good deal. And if you sweeten it with perks, like quicker shipping or early access to future sales, they’re more likely to come back, long after the discount’s gone.
3. Need-Based Customers
🤔Who They Are
Need-based customers come in with a specific problem. Maybe a charger gave out, a cable disappeared, or something essential just stopped working. Their routine’s been disrupted, and they want a quick solution.
They’re not browsing for inspiration. They want to spot the right product, confirm it fits, and check out with zero friction. Because their intent is already high, they convert quickly when the path to the “right” item is obvious.
🤝🏻How to Support Them
To serve need-based customers well, the goal is simple: make their path to the right solution as short and confident as possible.
For example, take Apple, the gold standard for this experience. The moment you land on a product page, accessories and add-ons are arranged in tight, logical groups — “Made for iPhone,” “Featured,” “Compatibility,” and more.
Someone who “just wants to buy a phone” can solve everything in one smooth flow. Apple’s entire ecosystem and customer experience is built for this type of shopper: clear compatibility, zero decision fatigue, and a complete solution in minutes.
When you remove friction for these customers, they reward you with higher conversions today — and repeated visits every time a new need pops up.
Recommended reading
4. Impulse Customers
🤔Who They Are
Impulse customers make purchase decisions on the spur of the moment. They’re not doing deep research or comparing every feature.
Something catches their eye, and they buy. These are the type of customers who respond to “just dropped” announcements, limited-time offers, and eye-catching visuals.
They’re emotionally driven, which means the right timing and presentation can make all the difference.
In fact, there’s data to back this up too. Companies that use such strategies see higher conversion rates (40%) and click-through rates (22%). This goes to show that when customers have this “fear of missing out” they’re more likely to impulse purchase rather than putting it off.
🤝🏻How to Support Them
Put your best offers and deals front and center so impulse shoppers do not waste time searching. Keep checkout as quick as possible because one-click options work especially well for this group.
Urgency cues like countdown timers or “only 3 left in stock” also help them commit before the impulse fades. You can build on this by adding social proof signals that show real-time activity. Simple messages such as “12 people are viewing this right now” or “Last purchased 5 minutes ago” give shoppers instant reassurance and create a gentle sense of momentum.
Booking.Com uses this tactic well by showing how many people are viewing or booking a listing at that moment, which naturally builds urgency.
When paired with light scarcity prompts like “15 people have this in their cart,” these cues make the decision feel timely and keep the purchase energy high.
Recommended reading
5. New Customers
🤔Who They Are
New customers are customers who purchase from your brand for the first time.
But they’re cautiously optimistic about you. They’ve done enough research to give you a chance, but they’re still evaluating whether you’re worth their trust and loyalty.
This is a high-stakes moment. A smooth first experience can turn them into repeat buyers. A rough one might mean you never hear from them again.
🤝🏻How to Support Them
Provide social proof to reassure new customers about your business. Show them customer reviews, rate services, and client testimonials on your website to cement their decision to stick with you.
Voy by Manual does it very well on their homepage. As you scroll down, you see videos, real customer testimonials, and actual results they have achieved from the products or supplements, which is a solid way of helping buyers with their decision.
Here are some extra tips to help new customers feel welcome and supported:
- Make onboarding smooth: Send a warm welcome email with next-steps and helpful resources right after purchase.
- Highlight benefits clearly: Show how your product or service solves their problem and what they should expect next.
- Provide easy access to help: Offer live chat, FAQ links, or a clear support contact so they don’t feel stranded.
- Deliver on promises: Ensure fulfillment, shipping, or service access happens exactly as promised—first impressions matter.
- Follow up with value: After two or three days check in with tips on how to use the product, or give them a guide/quick-start so they feel supported.
This way, you’re not just fulfilling an order, you’re curating a buyer journey for a possible repeat customer. A journey and brand experience like this is more than likely to convert new customers into returning ones.
6. Unsure / Indecisive Customers
🤔Who They Are
These customers want to buy, but something is holding them back.
Maybe they’re worried about fit, quality, or whether your product really solves their problem.
They ask a lot of questions, spend time reading FAQs, and might add items to their cart without checking out.
Ultimately, they need reassurance before they commit.
🤝🏻How to Support Them
Your goal is to remove uncertainty and give them enough clarity to move forward with confidence.
A stronger way to support these shoppers is to build reassurance into your product experience. Amazon’s Prime ‘Try Before You Buy’ option is a great example.
Shoppers can order several clothing or accessory items, try them at home for up to seven days, and only pay for what they keep. They also receive a prepaid return bag, clear instructions, and a small discount if they keep three or more items.
This kind of model removes commitment anxiety and helps hesitant customers move from “I’m not sure” to “Let me try it.”
You can bring this idea into your own experience with simple tactics: offer free returns, money-back guarantees, or a short trial period so customers feel safe giving your brand a chance.
Add live chat to help them get quick answers to questions that block their decision. Pair this with strong social proof, such as testimonials, before-and-after stories, and trust badges to show that other customers made the same choice and were happy with it.
7. Angry / Dissatisfied Customers
🤔Who They Are
Angry customers are a part and parcel of every business.
Oftentimes, something would’ve gone wrong, and they’re frustrated.
Maybe your product didn’t work as expected, their order arrived late, or they had a bad experience with support. They might leave negative reviews or share their frustration publicly.
The good news is that through their complaints, you’ll discover flaws in your processes or services you should improve for better user experiences.
🤝🏻How to Support Them
Start by acknowledging the issue quickly and sincerely. Do not make customers repeat themselves or wait long for a response, since that only increases frustration. A genuine apology and a clear path to resolution can diffuse tension early.
Delta Airlines is a great example of how powerful a fast and thoughtful response can be. During severe weather disruptions in 2023, thousands of flights were canceled. Instead of sending generic apology emails, Delta acted immediately and proactively issued refunds, bonus SkyMiles, and travel credits.
Many travelers received compensation before they even reached out, which made the experience feel personal and fair. That kind of recovery earned public praise and strengthened customer loyalty.
Your goal is to solve the problem and restore confidence. Offer a solution, follow up afterwards to ensure the customer feels taken care of, and train your support team on de-escalation techniques so they know how to stay calm and supportive during tense moments.
When handled with care, even an upset customer can become one of your strongest advocates.
Recommended reading
8. Loyal Customers
🤔Who They Are
Loyal customers love your products and make repeat purchases year after year. They choose you over competitors consistently and often become your brand advocates. These are the customers who leave glowing reviews, recommend you to friends, and stick with you even when cheaper alternatives pop up.
They’re your most valuable customers, and they deserve to be treated that way.
🤝🏻How to Support Them
Loyal customers respond best to thoughtful, consistent appreciation. Highlight them in case studies, showcase their stories, and ask for testimonials that make them feel like part of your brand’s inner circle.
Create VIP experiences such as early access to new products, exclusive perks, birthday rewards, and anniversary messages. Even small gestures can make a loyal customer feel seen.
Some brands go even further and build unforgettable experiences around loyalty. A great example is Lovable. Instead of stopping at a simple thank-you email, they added layers of genuine appreciation.
Customers received bonus credits, a heartfelt message acknowledging their support, and even personalized videos from the team. It felt real, human, and intentional.
This kind of thoughtful touch creates a sense of belonging that is hard to replicate, and even harder for competitors to shake. When customers experience this level of care, they are less likely to leave, even when a competitor tries to poach them.
Loyalty is built on trust and reinforced through moments like these. Treat your most committed customers like partners in your growth, and they will continue to champion your brand in ways marketing alone never could.
9. Brand Advocates (Referred Customers)
🤔Who They Are
These customers discover your brand because someone they trust vouched for you. It could be a friend sharing their experience, a colleague recommending your product, or an influencer talking about how well your solution worked for them.
Referred customers often arrive with warm expectations, and they convert at much higher rates because the “selling” already happened before they landed on your site
🤝🏻How to Support Them
The best thing you can do is make it incredibly easy for happy customers to spread the word. A simple, rewarding referral program is a powerful driver.
A good example is Fathom AI’s referral program. When you refer, you earn 100 points and get 30 extra days of Premium for every successful referral, and you’re notified when someone signs up using your link.
New users get a nice boost too, with their trial extended from 30 days to 60 days so they can explore all the Premium features without pressure. It’s an easy win for both sides and gives people a real reason to share.
Beyond rewards, remove friction. Add prominent sharing options, give customers a clean referral code or link, and surface the referral program inside your product experience so they do not have to hunt for it.
Then deliver the kind of quality that fuels ongoing advocacy. When your product consistently meets expectations, people naturally keep recommending you. A smooth referral flow, combined with a great experience, is how you turn casual fans into long-term brand champions.
10. Lapsed / Churned Customers
🤔Who They Are
Every business has customers who drift away. Maybe they found a better deal, had a disappointing experience, or simply no longer needed your product. They are no longer active, and you have not heard from them in a while.
The real challenge is figuring out whether you can bring them back and what it would take to re-earn their attention.
🤝🏻How to Support Them
Start by understanding why they left. Was it pricing, product limitations, or a support issue that never got resolved? Fixing the root cause makes your re-engagement efforts far more effective. Once you know what happened, reach out with a message that feels timely and relevant.
A great example is Uber Eats. Their reactivation email uses a simple and compelling subject line: “Time for a FREE meal up to $20.” The message includes a promo code, personalized restaurant recommendations based on the customer’s location, and copy that taps into everyday cravings. It feels personal, valuable, and easy to act on, which is exactly what lapsed customers need.
You can take a similar approach with time-limited reactivation offers. Send a “we miss you” message that highlights what has improved since they left, acknowledge any issues they may have faced, and give them a clear reason to return.
Make it personal, keep it relevant, and remove any friction so the decision to come back feels simple.
Recommended reading
11. International Customers
🤔Who They Are
International customers shop from different countries and often juggle unfamiliar currencies, time zones, and languages. They want the same easy experience as local shoppers but need extra clarity around shipping, delivery timelines, and payment options. They are ready to buy as long as the process feels simple and transparent.
They’re willing to buy from you, but only if you make the process easy and clear.
🤝🏻How to Support Them
Start by making your store feel familiar wherever they are. ASOS does this well by adjusting currency, size charts, and regional promotions for customers in more than 200 countries.
Clear information goes a long way too. At a minimum, clearly display shipping costs, delivery estimates, and any additional fees upfront. Hidden charges at checkout are the fastest way to lose an international customer. Offer multilingual support or AI chatbots that can assist across different time zones so customers do not feel stranded due to location differences.
Ultimately, the more seamlessly you can serve international customers, the wider your potential market becomes.
Recommended reading
12. Confused Customers
🤔Who They Are
Some customers land on your website without a clear idea of what you do. They may have clicked an ad while looking for a competitor, stumbled across you in an article, or arrived through a search result that was only loosely related.
They are still trying to understand your brand, what you offer, and how to take the next step.
In many cases, they are unsure where to find information, how your product works, or how to get started after purchasing. What they need most is clarity and direction.
🤝🏻How to Support Them
Make guidance easy to find. Keep live chat, chatbots, and support channels visible so they can ask questions without digging around. Use clean navigation, clear headings, and a quick explanation of your value to help them grasp what you offer within a few seconds. A well-organized, searchable FAQ can also give confused customers a simple place to start.
When they reach out, respond quickly with straightforward, jargon-free explanations that remove friction. A single helpful interaction can often turn confusion into confidence and convert an uncertain visitor into a satisfied customer.
Deliver Better Support by Understanding Your Customers
No two customers are exactly alike, but patterns emerge when you pay attention. Some need reassurance. Others want speed. A few just want to feel appreciated for their loyalty.
Start by identifying which customer types show up most often in your business. Then look at your current support setup and ask yourself: are we giving each group what they actually need? The answer to that question will show you exactly where to focus next.
If you want one place to manage all these interactions with clarity, speed, and consistency, tools like Hiver make it easier to organize conversations, personalize responses, and deliver the kind of support each customer segment expects.
