Customers who showed they are ready to convert, but are no longer on the checkout and who showing struggle behaviours. Consider how you can influence their experience to remove any anxieties causing hesitation and promote motivating factors.
These customers often revisit product pages, refine their searches, and yet pause when it comes to adding items to their basket or finalising a purchase. The challenge with this segment is understanding and addressing the underlying anxieties that hold them back - which can be broad to a bigger user set of questions you’re not answering effectively enough; generally categorised into concerns about the product, price, and trust in the brand. Or they can be specific to the users own interest and emotions.
Anxieties: Addressing individual product concerns
Anxieties: Addressing individual product concerns
Further context is required here. To get that context, there’s nothing quite like actually speaking to customers. But, as this is about understanding questions which often requires a larger sample to avoid nuanced questions, get that context from your call centre (customer support); they’ll know or log these questions. Or you can transcribe your live chat logs for example.
Execution examples:
Enhance product pages with frequently asked questions that address common concerns and provide clarity about the product's features, benefits, and usage. This can help resolve uncertainties and boost buyer confidence.
Use high-quality imagery and concise benefit statements to highlight the unique selling points of each product, making it easier for buyers to understand their options and make informed decisions. This is about product value and outcome of using the product, not necessarily the features of the product itself. “Why would someone want to buy this product?” is a great question to ask at both an immediate and a conceptual level.
Anxieties: Highlight product value
Anxieties: Highlight product value
There might be some hesitation in purchasing the product, often based on the perceived value. Note, this does not mean the cost of the product, it’s about the value exchange. Whether something is worth something is in the eye of the beholder and what they are willing to pay for it. It’s your job to assure the customer of that.
Highlighting, or re-highlighting, what a product used to cost (RRP) compared to the current price is a nice technique of communicating product value. Consider communicating why that is the RRP to add a level of believability to it. Then consider showing the saving between the RRP and current price. Perhaps highlighting it’s the lowest it’s ever been, or adding reason behind that saving.
Execution examples:
Communicate price transparency. Reassure buyers of your competitive pricing by highlighting any price guarantees, offering price match assurances, or demonstrating the value they receive for the price. Addressing concerns about future sales or discounts head-on can prevent them from deferring their purchase.
Highlighting the unique benefits, exclusive offers, or limited availability of items can also serve as effective motivators, emphasising the product's value and encouraging prompt action.
Utilise trust signals during price comparison: displaying a message when users attempt to copy product titles for price comparison, reassuring them of the best price guarantee and the advantages of buying directly from your site. Your job is to convince the user that this is the best price available and why (the why being more important than the first statement)
Showing product value through a saving is great, but it’s nothing when compared to how this product will “change their lives”. This in an outcome perspective, not an output perspective. For this, really help clarify the value proposition of the product; how will it change their lives? How has it changed others ‘lives?
Anxieties: Reinforcing brand trust
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.