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The Intent Framework

A new way to segment (and target) your visitors

01
Intent Stage
See where the visitor is on their purchase journey. A high level view of how likely to buy they are.
02
Intent Signal
Recognise the context behind behaviour. What a shopper needs, or looks likely to do next.
03
Intent Interest
Know the specific things behind a visitor’s intent. The products, categories and more.
04
Intent Trend
Identify the right moment to intervene. The speed and direction behaviour is changing.

Based on millions of sessions, 800+ intent signals and being more human in how we sell.

We stand by a strong statement:

*Retailers communicate inappropriately and ineffectively with their customers because they lack context.*

And that’s because retailers aren’t listening. They measure key actions that assume where the user is in their purchase journey eg: user visited product page, but it lacks context to be useful.

In ecommerce, because of this website-first measurement, we design our communications and websites for the 2% of customers ready to buy. We treat all customers like they’ve arrived onsite with their cards in their hands.

That aggregated obsession leads to a page template focus, meaning you’re missing out on what your customers actually want to do. Hitting a product detail page doesn’t mean they’re ready to buy; we lose sight and context of what they need because we aren’t listening to what they’re telling us.

How do you *actually* understand where your customers are and what they need? And how do you help or intervene appropriately?

Introducing the only way to do that; understand your visitors' intent in real time.

The high level view

1. Intent Stage

Intent Stages represent the mindset a visitor is in during their shopping journey. They don’t tell you what page they’re on, they tell you how ready they are to buy.

It’s the difference between “They’re on the PDP” vs “They’re deciding whether this is the right product.”
Intent Stage
Low
Early-stage browsers with no firm shopping signals
Intent Stage
Building
Showing interest, engaged with the website in some form and showing some level of intent
Intent Stage
High
Strong signals of purchase, more than engaged, they’re showing signs of conviction
More predictive context

2. Intent Signal

A intent signal is a real-time, current behavioural clue that tells you what a shopper might do next, and what they are doing now.

It looks at current state to predict a future state. It’s not about where they are on your site. It’s about how they’re behaving right now, and what that behaviour suggests.
Purchase Confidence
How confident the visitor is to purchase; their intent to convert (xC)
Readiness to Add to Bag
How ready the visitor is to add to their bag, their intent to add to bag (xATB)
Likelihood to Abandon Session
How likely the visitor is to leave their current session, their intent to exit (xE)
Likelihood to Return
How likely the visitor is to return back to the site in a new session, their intent to return (xR)
Shopper Mindset
Are visitors discovering, considering or not actively shopping?
Specific intent drivers

3. Intent Interest

An intent interest tells you which specific products, categories or more are behind a visitor’s intent progression.

These are important to note to determine whether someone is actually interested in a product or other element, opposed to having just seen it as part of their journey.
Product Affinity
The interest someone holds in a specific product (or products)
Category Affinity
The interest someone holds in a specific product category (or categories)
Page Affinity
The interest someone holds in a specific page or page type
Brand Affinity
The interest someone holds in a specific brand (or brands)
Price Point Affinity
The interest someone holds in a specific price point
Custom Affinity
You can also define custom interests that are specific to your brand e.g. colours or star ratings
Speed and direction

4. Intent Trend

A trend tells you which direction a shopper's behaviour is heading in.

This is important because it can tell you when you should intervene. It can guide what moment you choose to respond to an intent signal or mindset, based on change.
Intent Trend
Increasing
The slight, moderate or sharp increases in any Intent Stage or Signal
Intent Trend
Decreasing
The slight, moderate or sharp decreases in any Intent Stage or Signal
Custom campaigns

Create your segments and intent-based experiences

The new growth comes when you start to merge these data points together into segments. With our Custom Campaigns, you can create segments using any combination from this framework, design specific experiences and have them fire the moment a visitor matches it. No need for a page load. No other tools necessary.
Explore Custom CampaignsExplore Custom Campaigns