Struggling Buyers | Made With Intent Help Center

These customers are likely in the checkout phase but are showing struggle behaviours. They're at checkout, but they're not checking out. Why?

Are they checking discounts? Are they about to start wish-listing? Rather than push them through a checkout when you know this journey isn't typical, how can you allow for the fact they don't seem to be ready to buy? Without cutting the checkout off, of course. Understanding and addressing the reasons behind this hesitancy is key to converting stalled checkouts into successful transactions.

Understand core reasons why a checkout might stall.

The first step in addressing struggling buyers is understanding why customers are pausing in the checkout process. Two primary reasons emerge:

logistical challenges within the checkout process itself
and / or hesitation or second-guessing the purchase decision.

Persuade: “Final” Discounting

Discounting is hard. But when a customers purchase stalls, or their intent has changed, and this might be a last ditch attempt to save them, or identified as the thing that will really push them over the line it could be necessary.

Customers stalling in search of discounts present an opportunity to strategically offer savings, sure, but they also act as a method to reaffirm the product's value. We need to understand a users level of intent to discern whether they “should” receive a discount or not. If it’s incredibly high, a discount is probably not needed given the user will likely purchase anyway. If the purchase intent is not too high, perhaps providing a small, unexpected discount can satisfy their desire for a deal; almost acting as a “delighter”.

Alternatively, clearly communicating the product's worth (remember the concept of perceived value) and exclusivity can reinforce the value of the purchase without discounts. Your job here is to ideally discourage discount usage, unless absolutely necessary, without highlighting that discounts are available which may ultimately distract from the purchase.

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.

Simplify: Streamline Checkout

Easy 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 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

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.

Anxieties: Reinforcing brand trust

One reason that users might be experiencing some level of anxiety is in relation to the brand. If you haven’t taken users on that journey yet, or they haven’t purchased from you before, it’s your job to really convince them that you’re a trust brand. That’s the word: trust. In a world where security is a primary concern, and the amount of scams perpetuate that, how can you convince the end user that you’re not just a back-street shop on the other side of the world, and you’ll exchange quality for someone parting their hard-earned money? Particularly effective if you identify momentum dropping (negative behaviours) or users intent levels decreasing.

Execution examples:

Emphasise USPs and brand integrity: Build confidence in your brand by sharing your unique selling propositions, customer testimonials, and any certifications or accolades that affirm your commitment to quality, sustainability, or customer satisfaction. How you deliver this is up to you, but putting it front and centre to remind users can only be a good thing.
Promote customer service excellence: Highlight your aftercare services, easy returns policy, and commitment to customer satisfaction. Demonstrating your brand's reliability and trustworthiness can sway hesitant buyers towards making a purchase.