These customers are browsing, and show signs of moving to the next buying stage; refining or evaluating. They know what they want and how to get there, although might need a nudge in the right direction.
Focussed Browsers are characterised by positive momentum; the behaviours that suggest these visitors are moving in the right direction. Think about how to facilitate the already existing positive behaviour - or potentially leave these users alone.
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.
Remove friction: Distractions
Remove friction: Distractions
“How do we just take you and get you straight into the evaluation journey (again?), without distracting you”
Distractions are a form of friction. It’s your job to determine what a distraction is. Are a series of products a distraction? Offers? Customer testimonials? A sale? Getting more insight as to where the user previously came from (a page, or referrer), landed (was it different than the item in their basket) and their last level of intent can all influence what would be considered a distraction.
Consider the last point of entry or previous journey, match that with what the user is trying to do now. This should give you enough context to ask whether the next experience is something that is beneficial to their journey, or could distract them from their job to be done.
For example, if the user has an item in their basket already and they are coming back to the site, is a basket page really necessary? Can you take them straight to the checkout?
Or if someone shows really high intent after they’ve chosen their product that they’re interested in, does showing them alternative products make sense at this stage of their journey? Perhaps this might be better showing complimentary products instead?
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.