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The Intent Framework

A new way to segment visitors by their intent.

01
Intent Stage
See where the user is at. The mindset a visitor is in during their shopping journey.
02
Intent Signal
Recognise real-time behavioural clues. What a shopper is doing, and looks likely to do next.
03
Intent Trend
Identify the right moment to intervene. The speed and direction which 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.

Here's how it works

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
Combine that with more 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?
Product Affinity
The interest someone holds in a specific product(s)
Category Affinity
The interest someone holds in a specific category(s)
Page Affinity
The interest someone holds in a specific page(s) or page type
Then pick your moment

3. Intent Trend

A trend is how quickly a shopper’s behaviour is changing, and in which direction.  It’s the difference between “They’re warm” and “They’re heating up fast.”

A trend is important because it tells you when you should intervene. At what moment should you respond to an intent signal or mindset.
Intent Trend
Positive
Slight increase, moderate increase or sharp increase
Intent Trend
Negative
Slight decrease, moderate decrease or sharp decrease
Listen, then segment

Create Intent-based segments

The beauty comes when you start to merge these together into segments. These datapoints are nothing more than context; clues into where the visitor is at, what they’re experiencing and even how you should respond.