Typical “basket builder” behaviour. Either these customers are building a list to compare, or they’re adding multiple items to their basket to purchase.
Consider how we help these customers compare and decide which of their wishlisted products are right for them. It’s a final push over the edge, but whilst also being supporting in a product decision process. Your job is to consider how to retain as much basket value as possible, but balanced with if these customers show a sign of exiting, how we can save their basket to re-engage them.
This behaviour suggests an interest in several products but an uncertainty about which to choose. Your goal here is to encourage a commitment to purchase by addressing their uncertainties and providing them with reasons to move from evaluation to transaction. To do this, it is advised to get more context.
Persuade: Address core anxieties
Persuade: Address core anxieties
Understanding the reasons behind a customer's hesitancy is key to guiding them towards a decision. Whether they are unsure about product features, sizing, or simply cannot decide between options, providing additional information and reassurance can be invaluable. You could ask the customer (but this might result in adding anxiety where it did not once exist), so consider “blanket” research to address anxieties at this stage.
Ask your customer support teams what are the most common questions, look at social media reviews or trust pilot reviews, as well as live chat transcripts (and then, as an added bonus, use AI to theme them)
There is gold dust there of what anxieties to tackle.
Blanket anxieties can be addressed through content in strategic places. It doesn’t have to be all at once in an FAQ (although considering an FAQ might be useful, if one already exists, consider reprioritising it based on the user needs and location). Consider addressing an anxiety in the USP bar of the header, then on the product page, one on the basket.
The location of the user on site often acts as a proxy to where they are in their buying stage (although a poor one). Just because the user is on the product page does not mean they are evaluating their product. Using Made With Intent’s buying stage can help you address those anxieties in the customer buying decision making process. For example, if the user is browsing, anxieties around product quality and warranties might be heightened. Where if the user is evaluating their purchase, anxieties around how and when they’ll get their order might bubble to the top.
Product Support: Live Assistance
Product Support: Live Assistance
If someone exhibits signs that they might be struggling with a purchase, or item, in store and they need help, the store assistant will often help them. The same is true online. Here, though, we can also directly see if intent drops. Offering live chat or video consultation services can replicate the in-store experience of seeking advice from a salesperson. This direct interaction allows customers to ask questions, gain insights, and receive personalised recommendations, thereby reducing indecision.
You might already have live chat at this stage, so consider either a) promoting it or b) changing the language to support these customers so it’s more appropriate, rather than just being a functional “thing” sitting on a website.
Execution examples:
If live chat already exists, consider promoting it, popping it up or out of it’s current format to really emphasise the ability to support the user at this stage of their journey. The adverse can be true, too, where live chat can be hidden
Alternatively, consider changing the language to emphasise what support live chat can provide. Often hesitations of “is this just a bot” or “live chat is a tool for after sales support” can arise; don’t assume the user knows what to do with live chat or it’s purpose. Tell them. Directly asking “hey we noticed that you had this item in your basket, and you’ve left it there for some time” (for example) “can we ask the reason why?” might get some response. Incentivising that response might increase the response rate itself. You’re the shop keeper trying to re-engage this person, what would you do at this stage?
If live chat does not exist, consider promoting buying guides, size guides, or helpful information at the stage of the users journey. Dependant on where the user is, consider popping up or having in-content support that’s highlighted in-flight with the user.
Product Discovery: Product comparison
Product Discovery: Product comparison
Enhancing the user experience with tools that facilitate easy product comparison can significantly aid decision-making. Features that allow customers to compare products side-by-side, focusing on key attributes and benefits, can help clarify their choices. Ask - when making product decisions, what are the core differentiators between products?
Often on a listing page, the answer is the image, the description and the price. But really, you know it’s so much more than that. How can you streamline your basket page, for example, in a way that really highlights the differences of the products they hold in their basket? Can you offer a different view on your listing page that highlights those differences in a more readable format?
Execution examples:
On a listing page, consider a different view for products where users can easily compare features or outcomes in a more readable way than just “a tile” (or card). You could offer the ability to change the entire listing page in a new readable format, or you could highlight two or three products in this format to break the page up. These products, too, could be those that the user has already shown a level of interest in
The same could be true on a product detail page, in lui or addition to recommendations. Alternatively, try for a similar feature on the homepage that shows product comparison in an easy to scan way.
Consider adding in testimonials to elevate the comparison, as product comparisons can often be stale and feature-orientated. But adding in a review component to add a level of social proof can elevate desire.
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
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.
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.