A once was focussed shopper is now someone showing signs of struggle. Their momentum is likely low or decreasing and it’s up to you to revive that, to prevent these users from exiting, or maintain their momentum whilst on site (or off it).
It’s not necessary that these visitors are on the product detail page, they could be anywhere, but we do know they are past the evaluation stage, likely deciding their purchase - just before committing to it. Some last minute nudges or tactics can be the difference here.
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: 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.
Persuade: Urgency
Persuade: Urgency
Creating a sense of urgency can motivate customers to complete their purchase within a time slot. Whilst your job is to ensure that the user purchases regardless and support them on that journey, it’s not always about jumping the gun. Sometimes, however, eliciting a sense of urgency in the right way, can push someone over the edge.
The problem is that it is used far too frequently nowadays to either be believable or even impactful. Thinking about how you can use this method delicately is important to it’s success.
Execution examples:
Countdown timers indicating the cut-off time for next-day delivery or stock levels can effectively nudge customers towards finalising their purchase without feeling pressured or manipulated (potentially).
Adding reason as to why this is the case i.e some added context, will only support this level of believability. For example, “you have 30 minutes to complete your purchase” feels like an arbitrary statement, perhaps even not believable. But adding “…we’ve kept this item aside for you to ensure we don’t run out of stock” feels believable, and fair.