These customers are evaluating, and show signs of moving to the next buying stage; deciding or committing to their purchase. Excellent. This is who we want.
Focused Evaluators 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. The gentle nudges in the right direction - social proof, urgency and such.
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.
Anxieties: Highlight product value
Anxieties: Highlight product value
There might be some hesitation in purchasing the product, often based on the perceived value. Note, this does not mean the cost of the product, it’s about the value exchange. Whether something is worth something is in the eye of the beholder and what they are willing to pay for it. It’s your job to assure the customer of that.
Highlighting, or re-highlighting, what a product used to cost (RRP) compared to the current price is a nice technique of communicating product value. Consider communicating why that is the RRP to add a level of believability to it. Then consider showing the saving between the RRP and current price. Perhaps highlighting it’s the lowest it’s ever been, or adding reason behind that saving.
Execution examples:
Communicate price transparency. Reassure buyers of your competitive pricing by highlighting any price guarantees, offering price match assurances, or demonstrating the value they receive for the price. Addressing concerns about future sales or discounts head-on can prevent them from deferring their purchase.
Highlighting the unique benefits, exclusive offers, or limited availability of items can also serve as effective motivators, emphasising the product's value and encouraging prompt action.
Utilise trust signals during price comparison: displaying a message when users attempt to copy product titles for price comparison, reassuring them of the best price guarantee and the advantages of buying directly from your site. Your job is to convince the user that this is the best price available and why (the why being more important than the first statement)
Showing product value through a saving is great, but it’s nothing when compared to how this product will “change their lives”. This in an outcome perspective, not an output perspective. For this, really help clarify the value proposition of the product; how will it change their lives? How has it changed others ‘lives?
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.