These customers are refining, and show signs of moving to the next buying stage; evaluating. They know what they want and how to get there, and they seem content on the type of product they want. They’ll likely start to evaluate that product soon, and that’s when you need to start to promote that singular product very well.
Focused Refiners 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.
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.
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?
Product Discovery: Recently Viewed
Product Discovery: Recently Viewed
Showing users what products they’ve already viewed is a great little function to support their decision making process. It helps with increased engagement, is an example of personalisation, which can ultimately lead to greater conversion rates. At the end of the day, if we've already looked at it, then we've shown interest. And if we've shown interest, we're more likely to buy. But we’re not thinking about that right now; we’re thinking about supporting our audience with their product discovery.
Execution examples:
Perhaps clustering recently viewed items together to push them to the top of the page (or bottom), or adding an icon next to them to show that they’ve been viewed should, in theory, help expedite product decision making.
Often it is the case that recently viewed is a sticky module on the site to act as a continual reminder of what the user has already viewed. That being said, consider using that to your advantage. When the user returns to the site, perhaps, making that front and centre. Clustering this at the top of a product listing page, or a landing page.
Add even more to that by adding elements of persuasion to these modules. It’s a functional process to just say “you’ve viewed this”. It’s a persuasive, human behavioural process to repeat some of the benefits or key features of the product when reminding users of the product they’ve already viewed. Consider adding such product features, or even social proof mechanisms or stock scarcity, in order to act as persuasive cues for the recently viewed module or component.