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.

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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.

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.

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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.

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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!

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