Maintaining intent is all about encouragement and affirmation. The user has already built enough intent in either the product or the brand (or both), but not enough to commit. They are still deciding, but past evaluating. Think of it as part of their decision is made. Its your job to guide that user through their journey at this stage with content, support, belief and even persuasion.
However, as the user is likely to leave soon - they are within an abandon state - this should be done quickly and intervene where and when you can. Alternatively, encouraging them to return back to the site to facilitate a decision would also work. Think about capturing email addresses and then encouraging that behaviour offline through remarketing or email communication.
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.
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.
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.
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
Persuade: Attempt to build relationship
Persuade: Attempt to build relationship
Adding a personal touch through live chat or tailored offers can significantly enhance the perceived value of the deal. Personalisation fosters a sense of exclusivity and attention, making the customer feel valued and understood. Do you know their name at this stage? (there’s a lot within a name, just see how Starbucks use names within their coffee business).
Imagine a physical retail scenario where a customer heading towards the exit is given one last compelling reason to stay and make a purchase. This mindset should be mirrored online, treating each user as an opportunity to re-engage and offer something so compelling that it convinces them to complete their purchase. Without wanting to sound crude, but shoving something in their face like a popup, feels unnatural and not pertaining to the behaviour we want to exhibit as a retailer. How can you save a relationship at the dying moments?