This is a part of a blog series where I will take you through the five mindsets of a digital customer. I want to show you that by tapping into online behavior and interpreting what our customers are saying and inferring, we can drive real business outcomes that positively affect their experiences.
Visitors who are exploring are generally in a pretty neutral mindset - there can be both positive and negative interpretations depending on the context. An explorer is a visitor who briefly scans the page and displays minimum to medium involvement, and minimal attention to the details. They often apply an intuitive decision-making strategy, are mostly quick to decide on the next stage of their journey after briefly scanning content.
It’s important that we look at explorers in context as it’s not advised to generalize their behaviors. But this is a perfect time to bring up some basic psychology.
Psychologists often talk about the two sides of the brain – which means there are two systems in the brain that process all of our decisions. System 1 is much more emotional - our thinking is fast, impulsive and automatic. It’s more oriented toward immediate action and is highly holistic.
System 2 is the opposite - rational thought that is much more oriented toward logical thinking and reason. This system often requires justification or evidence for decision-making, and the process is much slower, with attention to every detail. Everyone has both systems.
This insight gives us further context when analyzing the mindsets of our customers, and helps us to further influence their experiences to give them greater purpose.
As brands, we need to be more considerate ourselves when it comes to creating experiences. An explorer may need more triggers to influence their rational mindset, and for them to engage further with the experience – similar products, price and specification comparisons etc. These rational triggers might exceed customer expectations through helpful, easy, friendly design that is intuitive and anticipates customer needs.
More emotional triggers might include something more seamless: providing the same product selection and product information across all sales channels, and using information from a consumer’s past purchases to provide better service - also a more interactive experience that appeals to their sensibilities.
A real-life example
Company: A train ticketing company
Problem: The main issue here is the limited capacity to cross-sell or upsell – explorers will have minimal involvement in a site, they won’t dwell on details, but are decisive. Buying a train ticket is a functional purchase, where customers are looking for the cheapest or most convenient ticket.
Analysis: The homepage contains 6 to 12 decision points. Exactly 30% of visitors to their homepage suggest an exploring mindset. These are visitors that apply snap thought processes, are quick to decide and they don’t dwell on details.
Conclusion: We need to find a way to trigger more engagement. More intuitive user interaction by designing a relaxing and comfortable first impression could increase their likelihood to engage further. Equally, we could trigger an emotional connection by personalizing the experience based on previous visits. Finding triggers to create deeper emotional connections with your customers can build loyalty, leading to better experiences.
More on mindsets
To explore the other mindsets that customers can have on your digital properties, click on the images below: