A once was focused shopper is now someone showing signs of struggle. It’s up to you to revive their intent, to prevent these users from exiting, or maintain their momentum whilst on site (or off it).
It’s not necessary that these visitors are on the product detail page, they could be anywhere, but we do know they are past the evaluation stage, likely deciding their purchase - just before committing to it. Some last minute nudges or tactics can be the difference here.
Persuade: Leveraging social proof and expert recommendations
Persuade: Leveraging social proof and expert recommendations
Utilising social proof through customer reviews and testimonials can significantly impact the decision-making process. A known tactic straight from the book of Robert Caldini. Showcasing positive feedback from customers who have purchased and are satisfied with similar products can provide the reassurance needed to encourage basket additions. But, this is needed to be delivered at the right time which is where the concept of intent comes in. Just throwing this about to everyone makes very little sense, and whilst may result out at a net positive, is just like throwing something to the wall and hoping it sticks.
Execution examples:
Consider Expert recommendations or endorsements in some form, that highlight the product's features, benefits, and unique selling points can help alleviate any lingering doubts, showcasing the product as a worthwhile investment
We’re sure you’re probably already using these techniques, but consider the location of them, the priority of that content, highlighting specific areas or content eg. a specific review, adding context around the module or component etc. There’s so much more to do for this segment than just the functional element
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.
Persuade: Add affirmation
Persuade: Add affirmation
Remind the customer what a great choice they’ve made. Recognising and affirming the shopper's selections can boost confidence and satisfaction with their choices. Simple confirmations or messages of encouragement post-addition to basket reinforce their decision-making, subtly nudging them towards completing the purchase. As the user switches from a type one purchase, to a type two, an impulsive to a rational, consider the questions that might arise at that stage in the time to prevent them from making a purchase. This change in system thinking can reduce the excitement of the purchase giving way to practical considerations of cost, need, and value. Filling out forms can do this to someone. Addressing this hesitation involves rekindling the initial excitement about the product and reinforcing the value of the purchase.
Execution examples:
Think about adding social proof at this stage or user-generated content, not to add an element of urgency per se, but to give positive affirmations to the customer. They’ve made a great choice. For what reason? (the more authentic you can make this the better)
Show them the product in real life and remind them why they selected the product in the first place
Highlighting product benefits, showcasing customer reviews, and emphasising the enjoyment or utility of the product can reaffirm the customer's initial decision to buy. Not to the extent where is distracts, of course, but your objective here is to remind users why they are buying this item, not just getting them in and out of the door of the checkout. Think about reminding customers of the product's value and the excitement of owning it to help shift their focus back to the positive aspects of the purchase