These customers know what they want, they are past browsing and have selected a product that is of interest to them. 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. Although difficult, as they are on a product you could use some psychological tactics to support their decision in buying. Or b) ensure that they come back?
Understand: When intent drops…
Understand: When intent drops…
What page was the user on when their intent has dropped? This is key to understanding the wider context as to why this might have happened. Whether they're hesitating at checkout, expressing product anxiety, or comparing items, tailoring your engagement strategy based on their specific behaviours can address their unique concerns.
At a checkout level, this segment might be stalled, or lacking engagement, in which case they’ve rational brain has kicked in and moved away from the excitement of buying the product, towards the logistics of “how much am I going to be paying??” 😱
Whereas a product level, this hesitation might be more around questions the individual might have that aren’t being addressed effectively enough; often known as product anxieties. For example, for clothing this is commonly sizing. For higher priced items, this is more around the justification of value to price (less can I afford it, and more should I be affording it).
It’s highly unlikely that intent would drop suddenly, it’s usually a consistent drop, so there are opportunities to engage a user and support them through this process. But if momentum does drop, and that is on a specific behaviour, buying stage or page, that could give some clues as to why purchase intent would decrease. Because it is a often a gradual decrease, too, this means that the reason for such a drop in intent is often not logistical, but “bigger” - sizing or product value exchange being two core examples.
Persuade: Add affirmation
Persuade: Add affirmation
Remind the customer what a great choice they’ve made. Recognising and affirming the shopper's selections can boost confidence and satisfaction with their choices. Simple confirmations or messages of encouragement post-addition to basket reinforce their decision-making, subtly nudging them towards completing the purchase. As the user switches from a type one purchase, to a type two, an impulsive to a rational, consider the questions that might arise at that stage in the time to prevent them from making a purchase. This change in system thinking can reduce the excitement of the purchase giving way to practical considerations of cost, need, and value. Filling out forms can do this to someone. Addressing this hesitation involves rekindling the initial excitement about the product and reinforcing the value of the purchase.
Execution examples:
Think about adding social proof at this stage or user-generated content, not to add an element of urgency per se, but to give positive affirmations to the customer. They’ve made a great choice. For what reason? (the more authentic you can make this the better)
Show them the product in real life and remind them why they selected the product in the first place
Highlighting product benefits, showcasing customer reviews, and emphasising the enjoyment or utility of the product can reaffirm the customer's initial decision to buy. Not to the extent where is distracts, of course, but your objective here is to remind users why they are buying this item, not just getting them in and out of the door of the checkout. Think about reminding customers of the product's value and the excitement of owning it to help shift their focus back to the positive aspects of the purchase
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: Leveraging social proof and expert recommendations
Persuade: Leveraging social proof and expert recommendations
Utilising social proof through customer reviews and testimonials can significantly impact the decision-making process. A known tactic straight from the book of Robert Caldini. Showcasing positive feedback from customers who have purchased and are satisfied with similar products can provide the reassurance needed to encourage basket additions. But, this is needed to be delivered at the right time which is where the concept of intent comes in. Just throwing this about to everyone makes very little sense, and whilst may result out at a net positive, is just like throwing something to the wall and hoping it sticks.
Execution examples:
Consider Expert recommendations or endorsements in some form, that highlight the product's features, benefits, and unique selling points can help alleviate any lingering doubts, showcasing the product as a worthwhile investment
We’re sure you’re probably already using these techniques, but consider the location of them, the priority of that content, highlighting specific areas or content eg. a specific review, adding context around the module or component etc. There’s so much more to do for this segment than just the functional element.
Anxieties: Addressing individual product concerns
Anxieties: Addressing individual product concerns
Further context is required here. To get that context, there’s nothing quite like actually speaking to customers. But, as this is about understanding questions which often requires a larger sample to avoid nuanced questions, get that context from your call centre (customer support); they’ll know or log these questions. Or you can transcribe your live chat logs for example.
Execution examples:
Enhance product pages with frequently asked questions that address common concerns and provide clarity about the product's features, benefits, and usage. This can help resolve uncertainties and boost buyer confidence.
Use high-quality imagery and concise benefit statements to highlight the unique selling points of each product, making it easier for buyers to understand their options and make informed decisions. This is about product value and outcome of using the product, not necessarily the features of the product itself. “Why would someone want to buy this product?” is a great question to ask at both an immediate and a conceptual level.