Catering To Low Intent Shoppers

It’s easy to understand why eCommerce brands might underestimate the power that low intent shoppers have on their stores. After all, high intent shoppers are incredibly important. When these shoppers enter your store with a clear idea of what they want, and the desire to purchase, it’s crucial to make sure their needs are met.

However, failing to appreciate the needs that low intent shoppers have in this situation is also a mistake. We’re all low intent shoppers at times, but with the right eCommerce strategy, merchandising and engagement, low intent shoppers can turn into sales. 

Low Intent Shoppers With A Need

Shoppers could be low intent for a few reasons. One of these reasons might be that they have identified a need they have for a new product. For example, they might realise that their cat doesn't like its current pet food, for example.

In this case, the shopper will be browsing pet stores trying to gain more information. They may use a search engine to find results, or they might browse certain pet stores that they know sell cat food. They might be making some comparisons here, searching for social proof and user reviews that can vouch for certain products.

In this case, making sure that you have a strong social proof strategy is incredibly important. If shoppers haven’t bought from you before, or bought this specific product before then they will need to feel reassured that they will not be let down by the value of their purchase.

Ways To Create Trust

In order to turn these low intent shoppers into conversions, you need to make sure that you are presenting your brand as a trustworthy place to make purchases from. One way you can do this, as mentioned, is through reviews.

Having a good social proof strategy where customers have created their own reviews is a great way of creating trust. Including customer feedback on social media can be a great way of this too. User Generated Content where shoppers demonstrate their happiness with certain products and let other shoppers know honest reviews will grow trust.

Having a social media presence where customers engage with also creates trust. Having an active social media presence with engagement with customers shows that you care about your customers. Comments, stories and giveaways are great ways to foster this.

If you succeed in creating this trust, as well as pushing your USP: why you are better than the rest, you raise your chance of turning low intent shoppers into conversions. 

Low Intent Shoppers Just Browsing

There are another type of low intent shoppers who might not even have a need, but are just browsing. This could be because they have heard of your brand through somebody else, or if they are simply passing the time.

These shoppers also have the potential to be turned into conversions, but through different techniques. These shoppers will be enticed by discounts, deals or offers. If the shopper has already heard of your brand, it’s likely they are already aligned with the kind of customers you are hoping to attract.

In this case, offering a discount code for first-time sales can make the difference. This can be free delivery, a 10% discount, or a free product with first time purchases. Offering these in pop ups or promo tiles or if shoppers subscribe with their email address is great for your business, and for the shopper.

In the case of an email address, even if they don’t make a purchase they will still become part of your mailing list. This helps with your customer data and also increases the likelihood of them making a purchase from your business further down the road. 

Conclusion

Whilst catering to high intent shoppers is of course incredibly important, low intent shoppers are not to be forgotten about. By optimizing your site to cater to these clients, you could open yourself to a whole new range of customers.

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