You’re nearly there. These customers know what they want, have selected a product(s) that is of interest to them, and have added it to their basket. However, they are showing some signs of leaving, struggle or hesitation.
These users are more likely using the basket as a wish list function, so while you could address anxieties on this page, consider how you will ensure a high intent to return to the site. Think about future engagement more than the immediate conversion or sale.
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.
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: 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.