These customers show high levels of intent and also have a low probability of exit. As these customers are showing positive signs, the aim should be encouraging these customers in their journey, whilst trying to minimise any distractions.
These shoppers are on the cusp of conversion, so your primary goal with this group is not just to avoid derailing their journey but to actively facilitate and encourage their path to purchase. Make things easier, gently (and we mean gently) persuade them over the finish line.
Simplify: Remove distractions
Simplify: Remove distractions
Your goal here is to remove distractions. Identify and remove or minimise third-party plugins, excessive pop-ups, or unrelated product recommendations that could sidetrack the shopper. Think about what doesn’t help a user after they’ve made a product decision? Showing them recommendations of alternative products (note: not complimentary products) probably wouldn’t help. Nor would new and exclusive offers unrelated to their needs.
Execution examples:
After a user has selected their purchase, reprioritise content to better suit their needs. If a user has selected an item to purchase, do they need to see your recommendations carousel of alternative products? This is a great example where showing everything to everyone nets out at a positive, in reality it only works for the few.
It’s not just the hierarchy of content that you should consider reprioritising, but highlighting it. Bring attention to it. What are the user needs at this stage of the purchase? Confirmation of the logistics, less so the product features for example - so calling out the delivery, returns or warranty information might be useful to users.
Simplify: Streamline Checkout
Simplify: Streamline Checkout
Easier said than done when it comes to checkouts, right? But logistical hurdles can significantly dampen a customer's intent to complete a purchase. Overly complicated checkout processes, an abundance of options, or unclear payment methods can lead to frustration. Customer experience tools can help you with the usability of your checkout - highlighting form fields that cause delays, re-entering information or those form fields that show more errors than others.
Execution examples:
Bypassing the basket page to go directly to checkout, explaining how “fast” the checkout is, using methods to either a) speed up or b) increase the perception of speed for users path to purchase is usually a good thing. Think about the concept of standing in a line in a store; no one wants to do this, and so is the same online.
Consider highlighting streamlined payment options like Apple Pay or Google Pay at this stage, to reduce the time and effort required to complete a checkout where, instead, the individual can bypass it immediately. The signposts for alternative payment options will be front and centre, we’re sure, but this is about highlighting them when a user is bucketed into this segment.
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: 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