These customers have some indications that they know what they want, they are past browsing, that being said, its not a compelling enough reason to stay on site. They need further proof that they are selecting a product from a brand that is going to be valuable to them.
These shoppers are on the cusp of leaving, so your primary concern is how can you either a) prevent that (which is difficult) or b) ensure that they come back?
Engage: Maintaining Engagement
Engage: Maintaining Engagement
For users showing signs of exiting (a high propensity to abandon - xA) capturing feedback on their experience can offer insights into their hesitation and provide an opportunity to re-engage. Whether through exit intent pop-ups or follow-up emails, understanding their needs and preferences can inform future interactions and offerings. If a someone has a high propensity to abandon, and a low propensity to return, for example, they could be bucketed into the “last chancer” segment, where you did everything you could to secure them as a customer. Throw the kitchen sink at them!
Execution examples:
Consider feedback forms. Asking people what they are struggling with (without being so direct) or why they are here today can give you valuable context to use in another piece of communication. Which might be an offer to push them over the line, or it might be an email, or a live chat support, or some piece of content that helps them make their decision. Feedback is gold, it doesn’t have to be retrospective and can be in real tim (meaning you can act on it)
Consider abandon emails. Usually they are in the form of “cart abandon” there are some “you’ve left X in your basket” emails that exist too. If there is an ID attached to the user, and they have given consent, trying to re-engage that user offsite can be vital. Be appropriate with your communication.
Encourage return: Save for Later
Encourage return: Save for Later
Implementing a 'save for later' function can address the non-committal behaviour of your audience, particularly for those that are just “wish listing”. By offering them the option to save their choices and revisit them, you create an opportunity for engagement beyond the current session. In exchange for saving their wish list, requesting their email allows for follow-up communication, keeping your brand at the forefront of their minds.
Execution examples:
Consider adding an email exchange for users who want to save their item for later and reusing this information within your CRM
Consider using your basket as a save for later function rather than separating the two
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.
Product Discovery: Re-engagement through Recommendations
Product Discovery: Re-engagement through Recommendations
When it comes to re-engaging users, personalised recommendations powered by insightful data can play a pivotal role. Understanding which products or attributes drove any initial engagement can help you make specific recommendations back to that user - as they’ve clearly not made a decision. Use that data that drove that initial interest in your recommendations strategies.
It’s also important to note whether they've returned to the homepage or are browsing product listing pages (PLPs). Here, dynamically customised recommendations can bring them back into the fold. Think about the behaviour of returning back to a product listing page, perhaps suggesting they have some indication of what they want. But returning back to a homepage, suggests a “Start again” mentality which might require much more guidance (See below)
Execution examples:
Homepage: For those who find themselves back on the homepage, in-flight personalisation that leverages their browsing history and intent can make product recommendations more compelling. Highlighting products or categories that spurred their initial interest, along with similar items that other customers have purchased, can renew their engagement - especially if a user returns back to the site.
Product listing page: PLPs present an opportunity to refine the shopping experience based on the user's demonstrated preferences. Showcasing recently viewed items along with products sharing key attributes or features can simplify their decision-making process. Incorporating dynamic merchandising strategies that align with the shopper's interests ensures that the PLP feels tailored to their needs.
Recommendations location. Think of placing recommendations further above the fold, in a sticky position on the site as the user scrolls, or, just in general, more prominent positions. Perhaps consider adding more products in eg. instead of showing 4 in a scrollable format, add 16 in a block taking up more real-estate as the user is still in a “browsing” mentality