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. Consider helping these customers find the right product. It's important to give ease of comparison, but also utilising content to help customers understand what product is right for their needs.
They’ll likely engage in a wide-ranging exploration of products without showing a strong inclination towards any particular item. This behaviour suggests an interest in the brand or product category rather than specific products. The challenge with this segment lies in guiding their exploration towards a deeper engagement with your brand perhaps first, and then your products; not the other way around.
Engage: Tell the story of the brand to engage people
Engage: Tell the story of the brand to engage people
The key to engaging this segment is not to push for immediate conversion. We’ll have to be patient here, but to foster a deeper connection with your brand. Storytelling and brand building become your best friend, here. Sharing your brand story, values, and the unique aspects of your product creation process can create a compelling narrative that resonates. Why does your brand exist? What are you proud of with your brand? Asking loyalists why they shop with your brand. How did your brand start? We often find that a good question to ask is “why would you purchase here instead of Amazon?” (something that has all the logistic, perceived value and convenience powers) - there has to be more than this.
Highlighting sustainability efforts, product quality, and the brand's heritage can help build trust and intrigue for example. Then it’s about promoting that content to this audience.
Execution examples:
In-grid content on the PLP, breaking up the product listing page with modules of content that inform the user about the the product quality or virtues
Using user generated content on how the products have impacted the lives of others (testimonials, reviews, social media)
Reprioritising existing content. This brand-based content might already exist somewhere on the site. Re-order the content for this customer, or really bring attention to it. For example, utilising space in the header to encourage users to read more about the brand story and how products are made by re-organising the navigation, or utilising space on a product detail page to talk about the quality of the product and how the products are made, encouraging the user to read more about product and brand, designed to peak curiosity for these users
Product Discovery: Initial product selection support
Product Discovery: Initial product selection support
Engaging your audience in the stories of the brand is one thing, but introducing content that aids in product comparison is another. Give this audience the tools they need to browse and refine their search. It’s not just finding a product, it’s finding a product thats right for them. Consider asking questions to determine how you can add value to their product decision making process. Product quizzes, buying guides, and category highlights can serve as top-level filters, helping customers to navigate the breadth of your offerings more effectively. Showcasing best sellers or curated collections can also give a sense of direction to their exploratory journey.
Execution examples:
Utilise social proof to draw attention to products that resonate with a broader audience. Showcasing best sellers, trending items, or products on offer can serve as a beacon, guiding unengaged visitors towards areas of heightened interest and potential engagement.
Using live chat as a trigger to offer your support with customers - just like you would do in store if you saw someone needing support or looking unengaged. Give them a reason to engage.
Revise your site's navigation to include not just product categories but also content that aids decision-making, such as buying guides, product comparisons, and blog posts. This enriched navigation structure supports unengaged browsers in finding their footing and discovering areas of interest. Also consider simplifying your navigation to, again, show best-sellers, top 20 products, perhaps even prioritising to show exactly what it is that you do.
Engage visitors with interactive quizzes designed to deduce their preferences and direct them to relevant product categories. This approach personalises the browsing experience, making it more relevant and engaging for the visitor. Think about the questions that someone in a shop would ask your users to support them in, at least, finding a product that matches their interest.
Email capture: Collect user email address (low intent)
Email capture: Collect user email address (low intent)
Recognising that this segment may not be ready to make a purchase in their current session, off-site engagement strategies become crucial.
Think about how you’re going to get this data from this segment first and foremost. What reason are you giving them to sign up to your newsletter? (don’t say “an offer” - that’s short termist and lazy).
Encouraging newsletter sign-ups or some form of email exchange with the promise of new product announcements, exclusive offers, or insightful content can keep the dialogue open. Or tailor these communications to reflect the brand's values and product strengths so, when the time comes, your audience are ready to narrow down their choices, your brand remains top of mind.
Execution examples:
What? You’re asking for a personal piece of information; an email address. What value exchange can you give them that helps them give up that information? This could be a functionality like saving items for later or back in stock announcements. As part of a competition or giveaway. It could be a valuable piece of content, or something exclusive that they need in their lives. Perhaps the hope of getting something in the future oppose to right now?
What? Using this as part of a loyalty program. In some instances it might be a bit too soon to promote loyalty programs, so what might be the benefit of asking for an email address now, to sign up for a loyalty program, for the hope of future benefits?
Where? The method of asking this information can be sticky on the site somewhere. It could be in a popup either centrally or off to the side somewhere. Or it could be as a component on the site (eg. below the product call to action, as part of the product grid). This email address collection could occur anywhere on site, thinking about your highest engagement areas and utilise it there. If the majority of users land and bounce on your product page, it might be worthwhile collecting the email address in a component on that page.
When? Use exit intent popups for email address collection, opposed to just landed popups for lower intent users