Visitors who are far down the purchase journey but are now showing struggle behaviours.
These visitors have shown they are nearly ready to convert, but are currently showing signs of struggle behaviour. Consider how you can influence their experience to remove any anxieties causing hesitation and promote motivating factors.
Persuade: Add Reassurance
Persuade: Add Reassurance
Proactively provide information on delivery options, return policies, and warranty details to address any logistical questions or concerns that may arise during the final stages of the buying process. This is all about the logistics of the purchase. Think not just about “when” the customer will receive their order but “how”. What questions might they have about “what happens if I’m not in, or a neighbour receives my package, or it’s broken in transit” - who is supplying the package (eg. DPD) can provide clarity and confidence in any logistic communication.
Execution Examples:
Amend your content to address these potential concerns, place within the FAQs is one thing (design for everyone). But specifically calling these pieces of content out at a stage of purchase is another. Consider replacing your USP bar messaging for more logistical purchase decision than brand orientated. Consider organising your reviews to be more about the logistics, or taking some select reviews that discuss this and provide that to the user in some form.
Clearly communicate the range of payment options available, including buy-now-pay-later schemes and various digital wallets, catering to the shopper's preferences and potentially easing financial hesitations.
Anxieties: Highlight product value
Anxieties: Highlight product value
There might be some hesitation in purchasing the product, often based on the perceived value. Note, this does not mean the cost of the product, it’s about the value exchange. Whether something is worth something is in the eye of the beholder and what they are willing to pay for it. It’s your job to assure the customer of that.
Highlighting, or re-highlighting, what a product used to cost (RRP) compared to the current price is a nice technique of communicating product value. Consider communicating why that is the RRP to add a level of believability to it. Then consider showing the saving between the RRP and current price. Perhaps highlighting it’s the lowest it’s ever been, or adding reason behind that saving.
Execution examples:
Communicate price transparency. Reassure buyers of your competitive pricing by highlighting any price guarantees, offering price match assurances, or demonstrating the value they receive for the price. Addressing concerns about future sales or discounts head-on can prevent them from deferring their purchase.
Highlighting the unique benefits, exclusive offers, or limited availability of items can also serve as effective motivators, emphasising the product's value and encouraging prompt action.
Utilise trust signals during price comparison: displaying a message when users attempt to copy product titles for price comparison, reassuring them of the best price guarantee and the advantages of buying directly from your site. Your job is to convince the user that this is the best price available and why (the why being more important than the first statement)
Showing product value through a saving is great, but it’s nothing when compared to how this product will “change their lives”. This in an outcome perspective, not an output perspective. For this, really help clarify the value proposition of the product; how will it change their lives? How has it changed others ‘lives?
Persuade: “Final” Discounting
Persuade: “Final” Discounting
Discounting is hard. But when a customers purchase stalls, or their intent has changed, and this might be a last ditch attempt to save them, or identified as the thing that will really push them over the line it could be necessary.
Customers stalling in search of discounts present an opportunity to strategically offer savings, sure, but they also act as a method to reaffirm the product's value. We need to understand a users level of intent to discern whether they “should” receive a discount or not. If it’s incredibly high, a discount is probably not needed given the user will likely purchase anyway. If the purchase intent is not too high, perhaps providing a small, unexpected discount can satisfy their desire for a deal; almost acting as a “delighter”.
Alternatively, clearly communicating the product's worth (remember the concept of perceived value) and exclusivity can reinforce the value of the purchase without discounts. Your job here is to ideally discourage discount usage, unless absolutely necessary, without highlighting that discounts are available which may ultimately distract from the purchase.
Execution examples:
It doesn’t have to be a blanket discount, it could be a specific discount on that product. The objective here is to highlight or demonstrate product value and the concept of “getting a discount” or belief that the value exchange has been elevated because the price has decreased (as well as that concept of personalised offers “just for me” acting as a delighter) could be really advantageous to this segment. Remember, the “discount” or incentive doesn’t have to be on the price of the product, but a free item, free next day delivery, free returns, free warranty with the product - either emphasising the “free” benefits (and by virtue the product value) or giving this user a tailored free benefit themselves.
Persuade: Urgency
Persuade: Urgency
Creating a sense of urgency can motivate customers to complete their purchase within a time slot. Whilst your job is to ensure that the user purchases regardless and support them on that journey, it’s not always about jumping the gun. Sometimes, however, eliciting a sense of urgency in the right way, can push someone over the edge.
The problem is that it is used far too frequently nowadays to either be believable or even impactful. Thinking about how you can use this method delicately is important to it’s success.
Execution examples:
Countdown timers indicating the cut-off time for next-day delivery or stock levels can effectively nudge customers towards finalising their purchase without feeling pressured or manipulated (potentially).
Adding reason as to why this is the case i.e some added context, will only support this level of believability. For example, “you have 30 minutes to complete your purchase” feels like an arbitrary statement, perhaps even not believable. But adding “…we’ve kept this item aside for you to ensure we don’t run out of stock” feels believable, and fair.