Building Pre-intent and In-The-Moment Experience On Your eCommerce Store With Shoppable Videos
Do you know 92% of first time website visitors do not make any purchase? If your customers aren’t visiting to buy anything, how do you convert them?
Conventional wisdom & CRO strategists say eCommerce brands should focus on 20% intent buyers.
But what about the rest 80%?
That is where brands need to create pre-intent for website visitors.
What is pre-intent?
Before understanding what Pre- intent is, let’s go a little bit back and understand what is customer segmentation & user intent?
Customer Segmentation is when companies would typically use demographic information such as age, gender, income, and geographic location to group customers into different segments and then tailor their marketing campaigns and product offerings to appeal to each specific segment, in order to improve customer engagement and retention.
On the other hand “User Intent” is all about understanding the specific needs and motivations of each individual customer to create personalized experiences that lead to conversions.
Now Imagine Sarah is visiting a website for the first time, so as a brand you don’t have any history of segmenting her with browsing patterns, likes, interests & any intent-specific attributes. So how do we use segmentation or create intent-related personalized experiences for Sarah??
Answer lies in “Pre-Intent”. Pre-intent refers to the stage in the buying journey where potential customers are not actively looking for a product or service. It is the process of engaging with website visitors before they have a clear buying intent. Customers may be simply passing the time at this stage. In most cases you might not have data for these kinds of customers to personalize.
Pre-intent means shaping & creating additional demand for your products which is non-existential from your visitors
Building pre-intent is exactly what a brand should do for Sarah, so that we are able to influence & engage her further.
Creating Pre-intent
To create pre-intent with Sarah here are some tips to help.
Quality Visuals:
Provide high-quality visuals on your website for Sarah to get intrigued. This can include stories and videos that offer valuable information and insights. By creating pre-intent around your content, Sarah will be more likely to trust your brand and engage with your products and services.
Social Proof
Use social proof to establish trust and credibility. This can include customer reviews, testimonials, and social media engagement. By showcasing the experiences of other customers who have purchased your products, you can create a pre-intent in Sarah’s mind that your brand is reliable and trustworthy.
Founder’s Welcome
Use a founder’s welcome video to introduce Sarah to your brand and showcase the passion and vision behind it. This can create a pre-intent that your brand is authentic, trustworthy, and focused on providing a positive customer experience.
User-generated content:
Showcase content from influencers where Sarah can get aligned with the products and create pre-intent around your brand. This can include sponsored content or collaborations that showcase your products or services.
But how can a brand deliver these in a seamless & engaging experience to Sarah which creates demand for sales. The answer lies in Shoppable Videos.
Building Pre-Intent Experiences With Shoppable Videos
Have you heard of shoppable videos? They’re actually a really cool way to give customers a pre-intent experience before making a purchase.
So, what’s so great about shoppable videos? Shoppable videos are super engaging and immersive, which can really capture your attention and make the shopping experience more fun and personalized. This can even lead to more sales and brand loyalty in the long run. Well, they allow viewers to interact with products in a way that traditional images or videos can’t.
For example, Sarah visits a website, suddenly she sees a founder welcome video talking about the brand & what are they trying to solve, showing some behind the scene footage of their products. This creates a parasocial relationship with the brand,and establishes authenticity!
This is nothing but creating pre-intent in mind of Sarah for the brand.
Shoppable Videos can reduce the bounce rate by 5-10%.
Shoppable videos are a great way to create pre-intent experiences. By showcasing products in an engaging and interactive way, shoppable videos can capture the attention of viewers who may not have been actively looking to purchase anything.
How Can Shoppable Videos Enhance The “In-The-Moment” Experience For Viewers?
Shoppable Videos can also help the brand in creating In-the-moment experiences designed to even engage customers who are not actively looking to make a purchase. These experiences are all about providing the right content at the right time and place. By providing a seamless shopping experience that enables viewers to purchase directly from the video, shoppable videos can create a sense of urgency and encourage customers to take action.
For example, Sarah ends up on a product page & is overwhelmed by the information. Suddenly a small floating bubble pops up with a UGC video. She opens it & starts viewing the playlist of videos. Within 30 secs Sarah will have access to all the necessary information around the product, benefits & the usage as well.
This is nothing but creating intent in Sarah’s mind. And then she also sees another couple of videos from the playlist & decides to purchase.
This is nothing but delivering in-the-moment experience to Sarah to make a purchase.
This is a great example of how a brand can use in-the-moment content to create buzz around new shoppers and create sales and shoot up engagement time of users watching shoppable by 240% . By combining shopping with video technology, the brand is able to provide a seamless shopping experience for their audience and capitalize on the excitement of the moment which can boost conversion rates by 2X
Conclusion
Creating Pre-Intent & In-The-Moment experiences with shoppable videos is a great way to engage potential customers who are not yet actively looking to make a purchase. You can create pre-intent and create sales from your non-purchasing first visitors as well. Shoppable videos are becoming an increasingly popular way for eCommerce brands and DTC brands to engage their audience and drive sales, and creating pre-intent is a crucial part of the process.
What’s Next For You?
If you want a solution that can drive sales through your existing video, speak with our solution advisor today. Blaash is a complete DIY platform that enables you to create digital products and drive sales with a shoppable video feature. Blaash’s digital product shop will increase conversion rate, reduce return rates and enhance your product pages by adding dynamic content that keeps users engaged, entertained, or educated.
Our platform offers a wide range of tools and features that can streamline your workflow and help you achieve your business goals. Don’t miss out on the opportunity to learn more about how Blassh can help you – book your demo today!
Ready to boost engagement & accelerate conversion with your website visitors?
