These users have got some level of intent. They are past the engage phase of their journey - they are engaged enough to demonstrate some level of intent which is great. Now you need to build that and add persuasion, support them in why they should purchase from you. It’s unlikely they have chosen their item yet, too, so we would recommend product discovery with some level of brand trust (answering “why you?”).
What’s more, this will have to be done quickly given this group are in the abandon phase. They’re likely to leave soon, meaning you will need to intervene to prevent this, or encourage them to come back to the website.
Engage: Maintaining Engagement
Engage: Maintaining Engagement
For users showing signs of exiting (a high propensity to abandon - xA) capturing feedback on their experience can offer insights into their hesitation and provide an opportunity to re-engage. Whether through exit intent pop-ups or follow-up emails, understanding their needs and preferences can inform future interactions and offerings. If a someone has a high propensity to abandon, and a low propensity to return, for example, they could be bucketed into the “last chancer” segment, where you did everything you could to secure them as a customer. Throw the kitchen sink at them!
Execution examples:
Consider feedback forms. Asking people what they are struggling with (without being so direct) or why they are here today can give you valuable context to use in another piece of communication. Which might be an offer to push them over the line, or it might be an email, or a live chat support, or some piece of content that helps them make their decision. Feedback is gold, it doesn’t have to be retrospective and can be in real tim (meaning you can act on it)
Consider abandon emails. Usually they are in the form of “cart abandon” there are some “you’ve left X in your basket” emails that exist too. If there is an ID attached to the user, and they have given consent, trying to re-engage that user offsite can be vital. Be appropriate with your communication.
Persuade: Address core anxieties
Persuade: Address core anxieties
Understanding the reasons behind a customer's hesitancy is key to guiding them towards a decision. Whether they are unsure about product features, sizing, or simply cannot decide between options, providing additional information and reassurance can be invaluable. You could ask the customer (but this might result in adding anxiety where it did not once exist), so consider “blanket” research to address anxieties at this stage. Ask your customer support teams what are the most common questions, look at social media reviews or trust pilot reviews, as well as live chat transcripts (and then, as an added bonus, use AI to theme them).
There is gold dust there of what anxieties to tackle.
Blanket anxieties can be address through content in strategic places. It doesn’t have to be all at once in an FAQ (although considering an FAQ might be useful, if one already exists, consider reprioritising it based on the user needs and location). Consider addressing an anxiety in the USP bar of the header, then on the product page, one on the basket.
The location of the user on site often acts as a proxy to where they are in their buying stage (although a poor one). Just because the user is on the product page does not mean they are evaluating their product. Using Made With Intent’s buying stage can help you address those anxieties in the customer buying decision making process. For example, if the user is browsing, anxieties around product quality and warranties might be heightened. Where if the user is evaluating their purchase, anxieties around how and when they’ll get their order might bubble to the top.
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.
Live Assistance for product support
Live Assistance for product support
If someone exhibits signs that they might be struggling with a purchase, or item, in store and they need help, the store assistant will often help them. The same is true online. Here, though, we can also directly see if intent drops. Offering live chat or video consultation services can replicate the in-store experience of seeking advice from a salesperson. This direct interaction allows customers to ask questions, gain insights, and receive personalised recommendations, thereby reducing indecision. You might already have live chat at this stage, so consider either a) promoting it or b) changing the language to support these customers so it’s more appropriate, rather than just being a functional “thing” sitting on a website.
Execution examples:
If live chat already exists, consider promoting it, popping it up or out of it’s current format to really emphasise the ability to support the user at this stage of their journey. The adverse can be true, too, where live chat can be hidden
Alternatively, consider changing the language to emphasise what support live chat can provide. Often hesitations of “is this just a bot” or “live chat is a tool for after sales support” can arise; don’t assume the user knows what to do with live chat or it’s purpose. Tell them. Directly asking “hey we noticed that you had this item in your basket, and you’ve left it there for some time” (for example) “can we ask the reason why?” might get some response. Incentivising that response might increase the response rate itself. You’re the shop keeper trying to re-engage this person, what would you do at this stage?
If live chat does not exist, consider promoting buying guides, size guides, or helpful information at the stage of the users journey. Dependant on where the user is, consider popping up or having in-content support that’s highlighted in-flight with the user.