We provide you with a Made with Intent Segmentation Framework that can be utilised for both on-site and post visit experience optimisation. The framework takes into account the following;
Objective & Phase; What should we be trying to get the customer to do? Engage, Build Intent, Maintain Intent or Convert
Current State; Is the customer showing positive or negative behaviours? Focussed Shopping, Struggle Behaviour or Abandon
Context; What do we understand about a customers level of intent and Buying Stage?
These segments can be found by either navigating through the Intent Performance Score, via the Overview tab, or through the My Segments tab.
If you'd like to learn more about the MWI segments, and ideas for experiences you could serve these customers, click through onto their pages below.
Engage Segments
State | Segment Name | Description |
Focus | These customers are early in the early stage of their shopping journey, they have initiated their journey and are showing positive intent to progress | |
Struggle | These customers are engaging, but not much. They aren’t looking likely to progress from Browsing | |
Struggle | These customers are starting to interact with the website and passing events to MWI, but they’re not progressing from Browsing and actively engaging in product discovery (yet). Unengaged Browsers are characterised by their lack of interaction beyond basic page views | |
Abandon | These customers are in their first session and are likely to abandon without taking any meaningful action | |
Abandon | These customers are in their first session and are likely to abandon without taking any meaningful action and are unlikely to return |
Build Intent Segments
State | Segment Name | Description |
Focus | These customers have initiated their journey and are actively engaging with the website and should be growing their intent. They are currently Refining products, trying to find the right one to match their requirements | |
Focus | These customers are positively evaluating products, but have not yet built an affinity to any items | |
Focus | These customers are on a PDP, with strong affinity for the product they’re looking at and high Add to Basket activity, but they have not yet added any items to the basket | |
Struggle | These customers are in the Refining stage and have high engagement in this stage. They have not been on a product page in the last 10 events and are not likely to progress to Evaluating | |
Struggle | Struggling Evaluators are the tire-kickers. They are shoppers immersed in the evaluation stage, showing an interest in what your brand offers but without any clear direction or behaviour towards purchase | |
Struggle | Customers who have built a product affinity, but have not added any items to the basket and their journey is showing signs of slowing down / heading in the wrong direction | |
Abandon | Customers in the Refining Stage, who are highly likely to abandon | |
Abandon | Customers in the Evaluating Stage, who are highly likely to abandon their session |
Maintain Intent Segments
State | Segment Name | Description |
Focus | These shoppers are on the cusp of conversion, are progressing nicely and making their final decision(s) before moving to checkout | |
Focus | Landing page customers who have returned to the site and after showing high intent to purchase, who are likely back to purchase again | |
Focus | Typical “basket builder” behaviour. Either these customers are building a list to compare, or they’re adding multiple items to their basket to purchase | |
Struggle | These customers are in the Committing stage, were showing good intent to purchase, but have just seen a significant drop in intent | |
Abandon | These customers have built up a basket and are now showing signs that they’re likely to leave and not return | |
Abandon | These customers have built up a basket and are now showing signs that they’re likely to leave and may return |
Convert Segments
State | Segment Name | Description |
Focus | These shoppers are on the cusp of conversion and are progressing nicely | |
Focus | Landing page customers who have returned to the site with positive intent after abandoning their order | |
Struggle | Customers likely on the checkout, who are showing struggle behaviours | |
Struggle | Customers who showed they are ready to convert, but are no longer on the checkout and who showing struggle behaviours | |
Abandon | Customers who showed signs they wanted to convert, but are now abandoning the journey and are unlikely to return |