These visitors have an item in their basket and are likely to add another. They’ve not yet moved to a level of commitment but are showing positive behaviours to get there.
Consider how we help these visitors compare, if they wish to, and decide which product is right for them. Whilst retaining as much basket value as possible. Encourage a commitment to purchase by addressing visitors uncertainties and providing them with reasons to move forwards in their journey.
Persuade: Final push over the line
Persuade: Final push over the line
Tailored offers that resonate with this segments interests can incentivise the leap from consideration to purchase. You’re trying to secure a level of commitment here from the user. Providing exclusive discounts, information on limited stock, or highlighting the benefits of completing the purchase now can create a sense of urgency and value. These users need that little push over the line. Think about the things that will do that for them. This approach is not about diminishing the product's value but rather about maximising the opportunity for conversion.
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.
Think about product bundles, extended warranties, or complimentary services. These offers not only enhance the product's perceived value but also address potential hesitations related to the purchase, such as whether the customer is getting the best possible deal or if they have everything they need.
Alternatively, demonstrating a level of urgency by highlighting stock levels, or the change in stock in a certain time period to indicate that the item could run out of stock soon.
The same effect can be done with other social proof techniques such as “xx have viewed this” or “xx have bought this” - some form of final persuasion at this stage of their journey after the user has shown such a level of intent here.
Product Discovery: Product comparison
Product Discovery: Product comparison
Enhancing the user experience with tools that facilitate easy product comparison can significantly aid decision-making. Features that allow customers to compare products side-by-side, focusing on key attributes and benefits, can help clarify their choices. Ask - when making product decisions, what are the core differentiators between products? Often on a listing page, the answer is the image, the description and the price. But really, you know it’s so much more than that. How can you streamline your basket page, for example, in a way that really highlights the differences of the products they hold in their basket? Can you offer a different view on your listing page that highlights those differences in a more readable format?
Execution examples:
On a listing page, consider a different view for products where users can easily compare features or outcomes in a more readable way than just “a tile” (or card). You could offer the ability to change the entire listing page in a new readable format, or you could highlight two or three products in this format to break the page up. These products, too, could be those that the user has already shown a level of interest in
The same could be true on a product detail page, in lui or addition to recommendations. Alternatively, try for a similar feature on the homepage that shows product comparison in an easy to scan way.
Consider adding in testimonials to elevate the comparison, as product comparisons can often be stale and feature-orientated. But adding in a review component to add a level of social proof can elevate desire.
Encourage return: Save for Later
Encourage return: Save for Later
Implementing a 'save for later' function can address the non-committal behaviour of your audience, particularly for those that are just “wish listing”. By offering them the option to save their choices and revisit them, you create an opportunity for engagement beyond the current session. In exchange for saving their wish list, requesting their email allows for follow-up communication, keeping your brand at the forefront of their minds.
Execution examples:
Consider adding an email exchange for users who want to save their item for later and reusing this information within your CRM
Consider using your basket as a save for later function rather than separating the two