Development of an Online Store Considering Target Audience Features

Why Most Online Stores Don’t Sell: The Problem Is In the Audience

Let’s start with the pain. You create a website: great design, quick loading, user-friendly admin panel, lots of products. But there’s one “but”: no sales. It’s like everything’s right, yet the cart is empty. And it’s not about the pixel difference between buttons or the logo color.

The main problem of most online stores is that they don’t speak to their customer at all. Even worse, they don’t understand who this customer is. It’s like putting up a sign saying “Everything for everyone” and expecting people to rush in for specific solutions.

Now imagine you’re creating an online store. You have several product categories, an imaginary average check, and a vision of a “launch.” But if you do not understand what problem your product solves, who needs it, and why this person should trust you at all, then any investment in design and advertising is wasted.

Getting sales is not just flooding with traffic. It’s about making the person who visits the site say: “Oh! This is for me!” And then — click, cart, confirmation. To achieve this, you have to start with the basics.

How to Understand Your Target Audience Before the First “Buy” Button

A sociology degree isn’t needed here. What is needed is human empathy, business logic, and a bit of systematization. Guessing your target audience is like finding the key to a safe. If it’s the wrong key — no matter how much you turn or knock, the door won’t open.

Many entrepreneurs start with design, functionality, product range — and only then think: who is this all for? However, understanding the client should be the first step. A site built at random is like searching for treasure with your eyes closed. Even if traffic comes in, there may be no sales: wrong texts, wrong photos, wrong message.

Remember: a user comes to the site not for a “product,” but for solving their problem. The better you understand who this person is, what they fear, what they want, how they make decisions — the easier it will be to tailor everything to them: from the first screen to the last click. It’s not magic — it’s marketing that works.

Research Methods: Analytics, Surveys, Interviews

The first thing to do is gather live information. Don’t fantasize, dig deeper. No, “women 25–40 who love discounts” is not a portrait. It’s a meme. Let’s look at specific tools that will help you understand who your audience is:

1. Google Analytics. Check who has already visited the site (if it exists): age, region, traffic sources, time on page.
2. Surveys on social media or among subscribers. Simple questions like “What annoys you about online shopping?” sometimes open eyes more than thousands of hryvnias spent on advertising.
3. In-depth interviews. It’s not always pleasant or quick, but a few conversations with customers or potential users can change the entire architecture of your website.
4. Competitor reviews analysis. People leave everything in the open: what they liked, what annoys them, what is missing. It’s gold.

This data is not just statistics for statistics’ sake. It’s the foundation on which everything is built: from the slogans on the homepage to the structure of categories.

Creating a buyer persona

And now — the magic of systematization. Everything we’ve gathered needs to be structured into a portrait of the ideal client. But not a dry set of characteristics, almost like a character from a movie.

Here’s an example of a poor approach:

Woman 30–45 years old, average income, lives in a big city.

And here’s an example of a vivid portrait:

Marina, 38 years old, works as an HR director in a company of 300+ people. Has two children, manages school, work, and delivery logistics in the morning. Shops only in trusted stores because there is no time for returns. Chooses items by photo but reads reviews, looks for tips in categories, and loves quick payment without registration.

The difference is obvious. And when you see “Marina” in front of you, you start to think differently. For example:

• Why are there 5 registration fields on the site? Her kids are screaming in the background.
• Why are the categories confusing? She’s not going to search for a shirt with a magnifying glass.
• Why is the main photo so dark? It won’t inspire her to click “Add to cart”.

And this is where the sense of rightness of each element comes in. Because the site is no longer for “someone,” but specifically for her.

UX and UI for different generations: Z, Y, X — what they find convenient

One of the most common mistakes developers make is creating an interface that is “convenient for me.” Or even worse — “like on Amazon.” But the truth is, the same button can make someone want to buy and someone else want to close the tab.

Successful UX begins with understanding who will be on the other side of the screen. Gen Z, millennials, Generation X — each has their own habits, rhythms, pain points. And if you don’t take these nuances into account, even the most beautiful site will be “off the mark.”

Which visual solutions work for each age group

Let’s start with the fact that different generations have completely different perceptions of visual content. What Gen Z perceives as stylish minimalism, Generation X finds “unclear and poor.”

Here’s how you can adapt visual presentation:

• Gen Z (1997–2012): fast-paced, bright accents, mobile-first design. Needs dynamics, animation, familiar UX mechanics from social networks.
• Millennials (1981–1996): love clean, convenient design that doesn’t impose. The visual should be “mature,” but not boring.
• Generation X (1965–1980): clarity, large buttons, contrasting text. It’s better not to play with new patterns here but to provide what works: simplicity + clarity.

Remember how the first ATMs looked? Gray panels, complicated navigation, a bunch of unnecessary steps. In a way, a website without considering age preferences is like that same ATM in 2025. People just won’t spend their time on it.

Navigation and Speed: Why Gen Z Doesn’t Tolerate Slow Websites

This generation are scrolling champions. They don’t need instructions on what to do. If something doesn’t work within 2 seconds, they’re already on another site. Literally. 3 seconds of loading, and you’ve lost a customer. There will be no mercy.

Here’s what’s particularly important for Gen Z and other groups:

• Loading Speed: According to Google, if a page takes longer than 3 seconds to load, 53% of users leave.
• Clarity of Navigation: No one will “figure it out.” It must be intuitively simple.
• Mobile Adaptation: Over 70% of Gen Z purchases are made via smartphone. If a site is not mobile-friendly, it simply doesn’t exist for them.

In contrast, Generation X trusts desktop versions more. It’s important for them that everything remains “old school”: menu on top, catalog on the side, “order” button at the bottom. There’s no need to “reinvent the wheel”—better to make it familiar and convenient.

A further piece of advice: don’t forget about the font. Small, light gray text on a white background is a killer for people aged 40+. Instead of a “wow design,” you’ll get “eye strain and a closed site.”

Content that hits the target: text, photos, videos for the audience

Honestly, you can have a perfect design, great UX, and even a fantastic product, but… If the content does not speak to the customer in their language, everything falls apart. Because good content is like a salesperson who looks you in the eye and says exactly what you need to hear. Generic descriptions like ‘high-quality product’ don’t work. What works is when you describe a situation where the buyer recognizes themselves. And it doesn’t matter if it’s text, photo, or video.

Tone and style: how to speak ‘their’ language

Let’s start with texts. Because it’s the text that forms the first impression — even before the photos. If your audience is IT professionals, they will appreciate irony, precision, a bit of technicality. If it’s young moms — it’s important to provide emotion, support, simplicity. Here are some tips on how to set the tone of voice:

• Speak like them. Avoid ‘ensuring comfortable use’. Write ‘easy, even if you’re ordering with one hand — holding coffee in the other’.
• Don’t lie. People see through falsehoods. If your product is ‘cheap but great’ — say it honestly. It builds more trust than pomp.
• Use lively language. ‘Catch the discount’, ‘Our hit among moms’, ‘Right now — your moment’ — that works.

Visualizing the offer: an example of Samsung and Apple

Next is the visual. Photos and videos that do not just “show” but “speak.” What unites the visuals of successful brands? Here are a few key parameters:

• Context. Show the product in action. The person should imagine themselves already using it.
• Emotion. Not just a white background and a product. But faces, scenes, atmosphere.
• Authenticity. Users trust “real” photos more than perfectly photoshopped ones. This is especially effective on Instagram and TikTok.

Here’s an example. Samsung bets on functionality. Their advertising photos focus on practicality, technology in action, and “what you get.” On the contrary, Apple plays on emotion, ideas, and the feeling of “belonging to a club”.

And both approaches work — because they clearly meet the expectations of their audience. To sum it up:

• Don’t copy competitors’ style — copy the client’s language.
• Create content not for “everyone” but for “your own”.
• Allow people to see themselves in every element of the site — from text to photos.

Because it is at this moment that trust is born. And trust, as you know, sells better than any discount banner.

Functionality that compels to buy: tailored to the Target Audience, not “by eye”

Many perceive website functionality as an extra “feature.” They think, well, if there’s a filter or a ‘Buy in 1 click’ button — good. If not — we’ll manage. But this is a mistake that can kill even the best marketing.

People don’t read instructions on websites. They intuitively look for what’s convenient for them. And if they don’t find it, they don’t call support; they just leave. Because an online store isn’t a supermarket where you can ask a consultant. It’s either convenient, or it’s goodbye.

Filters, sorting, one-click buy: not everything suits everyone

Try to remember: when was the last time you genuinely searched for a product on a site with an inconvenient filter? If you spent more than a minute on it — you’re already a hero. Most give up sooner.

Here are the features your site should have if you want not just a ‘website’, but a ‘sales tool’:

• Smart filters. Not just “price,” “size,” and “color,” but what really matters to the audience. For example, for parents — “age category,” “hypoallergenic”; for gamers — “fps,” “cooling.”
• Sorting not ‘as usual’. Allow sorting by popularity, new arrivals, ratings — this changes behavior on the site.
• One-click purchase option. If your audience is mobile — this is a must-have. People don’t want to enter their email and password. They want to click — and wait for delivery.
• Quick product view. When there’s no need to go to a new page to learn the specifications. This saves seconds — and therefore, increases the chances of purchase.

It’s important to understand that not all features are necessary for every audience. This brings us back to the buyer persona. For instance, teenagers won’t read a three-paragraph review, but parents buying a child’s chair will even consult forums.

Poor functionality is like a crooked lock on a store door. It might open, but who wants to waste their time?

Examples of Adapting Functionality to User Behavior

And to back this up with practice — a few examples. One of the most striking cases is Rozetka. The company has a great understanding of the IT audience. What did they do? Detailed technical specifications, filters like “resolution,” “matrix type,” and “port type.” Because these guys are not looking for a “nice laptop.” They are searching for a specific model with HDMI 2.1.

It’s also worth noting Letyshops — not quite a store, but a cashback platform. They tailored the personal dashboard for a hyper-rational audience, who wants to know: how much they saved, when the money will be withdrawn, and if all purchases are confirmed.

These examples prove: functionality is not about developers. It’s about customers. And if your site is not adapted to their behavior, you will have to invest ten times more in advertising — to regain what you lose in UX.

Personalization: A Tool That Almost Always Works

Imagine a brick-and-mortar store you walk into, and the salesperson says: “Welcome, we have just set aside that sweater for you that you were looking for last week. And also a new shoe model that you will definitely like.” Sounds like fantasy? But on the internet, this is reality. It’s called personalization. The client feels that they are remembered, that the site adapts to them. And that means trust grows. And with trust — so do sales.

Product selection, recommendations, personal discounts

One of the most effective ways of personalization is recommendations based on user behavior. And no, it’s not just about the “Bought Together” or “Similar Products” sections. Here’s what really works:

• Recommendations on the homepage. Upon login — immediately familiar products. It saves time and creates the effect of “they know me here.”
• Personal discounts in the account. “Come back — and we’ll give you 10% off your favorite item.” The person feels the discount is not “for everyone” but “for them.”
• Email with products viewed. Thoughtfully, without pressure: “You didn’t complete your purchase — here’s the link again.”
• Product collections tailored to interests. “Selected for Fitness,” “Products for Newborns,” “Gamer Edition” — if the collection is relevant, people will use it.

Personalization is not just “nice.” It’s economically advantageous.

Case of Amazon: why 35% of profit comes from personalization

And now a case that many people know — Amazon. When we say “Amazon”, we think “everything is available”. But their strength isn’t in the number of products, it’s in how they are shown to the specific user. Amazon never shows the same homepage to everyone. They analyze every click, every view, and form blocks that are most likely to encourage a purchase.

About 35% of all profits come from personalized “Recommendations for you” blocks. Yes, it’s complex analytics, large datasets, machine learning — but even small projects can implement basic personalization.

And even if you are not Amazon, you can use simple things:

• Implement recommendation logic based on behavior.
• Record browsing history to quickly return to it.
• Set up simple scenarios for email newsletters.

Because the key here is caring for the customer. If the customer feels the site “sees” them and doesn’t just sell, the chances of a purchase increase significantly.

Testing and analysis: what isn’t measured doesn’t work

Imagine opening a new restaurant, and the chef randomly changes the menu every morning: “Today it will be sushi, tomorrow borscht, and then we’ll see”. Without feedback, without measurements, just “by feel”. Absurd, right? But this is how most online stores work: they launch a site — and at best look at the total number of orders. Why are there so few orders — a mystery with three locks. The site owner must be a bit of a detective. Because data is your only chance to find out what’s really going on in the buyer’s mind.

A/B Testing of Site Elements

A/B testing is when you change one detail (headline, button, image) and see what works better. You wouldn’t imagine how many millions of dollars companies have earned or lost just because of the color of a button or the wording of a call-to-action.

What can be tested:

• Headlines and subheadlines. For example, “Home Goods” vs “Cozy in Every Corner — Choose Yours”.
• Button colors. For some, a red “Buy” works better, while for others, it’s green.
• Element placement. For example, when the “Add to cart” button is higher up, conversion increases.
• Product descriptions. Technical information vs emotional benefits (“1400W Power” vs “Charge your laptop in 20 minutes”).
• Photos. White background or real context.

Don’t start everything at once – it’s not a race. On the contrary, each test should be clear and measurable. Preferably based on a hypothesis. For example: “We believe that a larger banner on the homepage will increase the number of clicks to products.”

Gathering Feedback: How to Avoid Mistakes in the Future

Another underrated tool is to ask customers what they liked and what they didn’t. It sounds trivial, but this is, in essence, a free audit of your store. Here’s how it can be done:

• Post-order pop-up. “What was convenient? What caused difficulties?” — at least two simple questions.
• Email survey. 2-3 days after purchase. No pressure, with gratitude.
• Collection of negative feedback. Yes, negative. Because positive feedback pleases, but does not teach.

Feedback helps see the site through the buyer’s eyes. Sometimes a single sentence like “didn’t understand how to arrange delivery” can save thousands of dollars on the next redesign.

In conclusion: testing and analysis are not an option, but a necessity. Because without feedback, any optimization is a shot in the dark.

Platforms for developing a store with flexible capabilities for the target audience

The next important decision is where exactly you launch your online store. There are plenty of platforms: Shopify, WooCommerce, OpenCart, Magento, Tilda — each option seems “normal”. But the focus is not on features “in general”, but on what your audience needs and how flexibly the platform allows this to be implemented.

This is like choosing transport. If you have a small offline store — you don’t need a Magento truck. But if you are planning to sell in 10 countries, a Tilda-based bicycle will quickly break down.

Shopify, WooCommerce, OpenCart — which is better for whom

Each platform has its strengths. The main thing is to match them correctly with your needs. Here’s a brief overview of each platform:

• Shopify — suitable for those who want a quick launch, minimal technical hassle, and have a stable budget for a subscription. Perfectly adapted for mobile devices, ideal for small businesses with a modern target audience that values simplicity.
• WooCommerce (based on WordPress) — flexibility and control. Suitable for those who want to deeply customize their site for their audience, have a developer, or at least patience. Ideal for content-rich stores.
• OpenCart — good for budget projects with medium functionality. Easy to learn, but requires support from a technical specialist. Not the most convenient for customization, but it’s light and fast.

When choosing a platform, consider not only technical capabilities but also the behavioral model of your TA. For example:

• If customers purchase via phone, a mobile-oriented template and quick checkout are needed.
• If frequent repeat orders are placed, it’s worth integrating a personal account with previous purchases.
• If the audience values product customization (for example, gifts with engraving), a constructor on the site is needed.

Which platform to choose based on client needs? The right question is not “which platform is the best?”, but “which platform will allow me to do what’s important to my client?”. In our opinion, with WordPress + WooCommerce, you provide your TA with what they need: more content, convenient descriptions, flexible filters. But remember that there is no universal platform, there is the right solution for your product and your client.

Common mistakes when developing a store “for everyone”

Remember those Soviet “universe” stores where they sold both sausage and televisions, curtains and batteries? They had everything — yet nothing. Because you’d walk in and didn’t know where to look, whom to trust, and whether you’d buy anything at all. Websites “for everyone” are their modern equivalent. They try to appeal to everyone at once and end up losing everyone.

It all starts with good intentions: “Let’s create a universal store where everyone can find something.” But in practice, it turns out that nobody finds anything because no message is personally directed at them.

Why universality = nobody buys

The logic is simple: if you speak to everyone, you speak to no one. If your site simultaneously targets parents, IT specialists, teenagers, and retirees, you won’t hit a single pain point. People won’t feel understood. And if they don’t feel understood, they won’t trust you with their money.

Typical symptoms of a “site for everyone”:

• Abstract texts. “Quality products at affordable prices” is something you could write on every third site. But it doesn’t convey anything.
• A jumble of categories. Electronics, cosmetics, and office supplies — and the structure can’t bear the load.
• Universal design. Without style, personality, or a unique message. Just “for the sake of it.”
• Identical CTAs for all. The “Buy now” button is the same for a children’s toy and a complex power tool. But these are different audiences with different motives.

Such an approach creates a sense of confusion. And in e-commerce, a confused user is a user who has moved on to a competitor.

How to Avoid Generic Solutions: Real-World Examples

Every business has once tried to build a “one-size-fits-all” website. But the ones that survived realized in time: niche = precision = profit. Here’s what well-known Ukrainian brands have done:

1. Rozetka in the 2010s was a typical online hypermarket. But they didn’t stop at “everything for everyone.” They now have targeted landing pages for different segments: parents, gamers, homemakers. The content is tailored. The categories differ. Behavior is tracked. And it works.
2. MAKEUP is a cosmetics store that doesn’t try to appeal to everyone. It speaks directly to women who value service, fast delivery, and a wide range of brands. The tone, colors, and functionality are all about “easy mobile shopping for women.”
3. EpicentrK.ua started as a “home goods” store but later realized electronics and repair products need different approaches. Now, each category has its own structure, messaging, and UX.

To escape the trap of universality, you must resist the urge to please everyone. It’s hard, especially at the start, when every client seems “important.” But focus brings results. Because when you hit the target — you win.

Conclusion: How to Build a Store Customers Want to Return To

You can have the best product, fastest delivery, and top-tier ads. But if your online store speaks a language the customer doesn’t understand — they won’t hear it. They won’t relate. They won’t buy. An e-commerce site isn’t just a website. It’s a space where someone either feels like they belong — or clicks that “X” in the top-right corner.

Creating a site for your target audience isn’t just about “strategic analysis” or “site architecture” (though those matter too). It’s about human connection. About saying to the customer: I see you. I hear you. I built this for you.

Here’s what to take away:

• Don’t start with design. Start by understanding — who is your customer, what are their fears, needs, and how do they make decisions?
• Forget “for everyone.” Build something for one person — and they’ll bring ten more just like them.
• UX, content, functionality, platform — all must work in harmony like an orchestra. No off-key notes.
• Test. Observe. Listen. And don’t be afraid to change what doesn’t work.
• Most importantly — be human. That’s what makes customers come back, not just buy.

An online store isn’t about “selling.” It’s about trust. If you earn it — everything else follows. Still wondering why your site isn’t converting? Start not with a redesign — but with a conversation with your audience. The more honest it is, the sharper your offer becomes.

Because building an online store is easy. Making people click “Buy” — and come back — that’s the hard part. But that’s what real business is.

Want to check if your site truly speaks to your audience? Drop us a message — we’ll run a free express audit: from content to UX. So your store doesn’t just exist — it works.

And here’s a final thought:
Can you describe your ideal customer today — like you would describe a friend?
If not — maybe it’s time to get to know them better.

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