When we’re searching online for a new product or service, we usually know if we’re just casually browsing, are ready to click ‘buy’ – or somewhere in between.
This is what’s known as ‘customer intent’, and marketers can pick up on it too.
‘High intent’ refers to those who are ready with their bank card in hand, prepared to make a purchase – and that’s who online sellers traditionally prioritise when putting together their marketing strategy.
But those who neglect low intent browsers could be throwing away a fortune.
Customer intent explained
Under the umbrella of digital marketing, ‘customer intent’ refers to the stage of your customer’s buying journey.
For example, let’s say someone is looking to replace their phone. We can divide customer intent into three distinct categories:
Awareness (low/informational intent): My phone is slow, scratched or outdated. I think I’d like a new one.
This stage of the buyer journey can be recognised by search terms that are looking for information. This user is not ready to make a purchase but will be typing queries like ‘best phone for under £500’ or ‘does the iPhone have the best camera’. We refer to this as low intent, because it’s unlikely that this customer will be making a purchase here and now; they’re gathering information to inform a future decision.
Consideration (medium/ navigational intent): I now have some idea of what I’m looking for and am considering the available options. Perhaps I’d like a Samsung, but I need to decide which model, with which network provider, with which contract. Preferences, budget and availability all come into play.
This stage of the buyer journey can be recognised by navigational search terms like ‘Samsung official store’ or ‘Samsung log in’. They’re looking for a specific website, brand or product and are actively searching for it. They’re on their way to parting with some money so are beyond low intent but not yet high intent.
Decision (high/ transactional intent): I know what I’m looking for and will be purchasing a new phone today; but I’m still looking for the best deal.
This stage of the buyer journey can be recognised by search terms like ‘buy iPhone 15 online’ or ‘best deals on Motorola’. They’re ready to take action such as making a purchase or signing up for a service.
Striking a balance: high vs low intent
Traditionally, marketers have focused on transactional, or ‘high intent’ customers. They give the most return on investment.
High intent users will respond to transactional calls to action: Buy Now, Reserve, etc. These should be visible above the fold (the content visible to users without needing to scroll down) and have super-easy navigation. On a product page, the title and price should be the most prominent along with the Add to Cart or Buy button.
What most marketers are missing out on is the potential of low-intent customers. Imagine customers in a pyramid formation, where the fewest (at the top) have high/transactional intent, and the largest portion (at the foot) have low/informational intent.
When we market towards high-intent customers only, we risk alienating that massive customer base of people who are looking for more information and will most likely make a purchase eventually.
Long-term success is built by gaining customers’ loyalty, improving brand recognition and making sure your site is the first port of call when those low-intent customers are ready to take the next step.
How do I achieve successful marketing to low-intent customers?
Serving transactional visitors online is simple and most websites do it well; it’s much easier to get someone over the line when they’re intending to buy something anyway. To service navigational and informational intent clients, you need to go a little further.
Users searching for specific brands, services or products (navigational intent) will most often use search forms or category links to find what they need. Make sure your navigation is consistent, your search is intelligent, and when on mobile, prioritise image-based navigation.
For those firmly in research mode the most common action they take when landing on a page is scrolling beneath the fold looking for more information. Adding specification sheets, downloads, videos or just detailed product descriptions can really increase the level of engagement from this user, and whilst it may not be a purchase today it is far more likely to lead to an enquiry and purchase in the future.
Studies show, time and time again, that providing more information about a product or service leads to increased consumer trust, ultimately influencing purchase decisions. This increased trust stems from the feeling that the seller is being transparent and providing clear, reliable, and accurate information to make an informed decision, which reduces perceived risk and builds confidence. In our digital world of never-ending choice, scams, and knockoffs, trust is paramount.
Understanding and responding to customer intent is crucial for any digital marketing strategy. While high-intent users may bring the quickest returns, focusing solely on this group means missing out on a significant portion of potential customers who are still exploring their options.
By creating a seamless and informative experience for low and medium-intent visitors through clear navigation, information-rich content, and transparency, marketers can guide more users down the path to conversion.
Dave McEvoy, DMAC Media