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.
A focused visitor is goal-oriented, they know what they want and how to achieve their goals – at face value, a perfect customer. However, the opposite is often true, with focused customers often looking for specific information to answer a question or solve a problem, rather than looking to purchase.
Characteristics of a focused visitor include the use of search tools, filters and drop down menus, trying to get from Point A to Point B in the shortest possible path. Clicking on a call to action and moving on to the next stage of the journey without considering anything else on the page.
More focused visitors are also characteristically likely to be returning and/or experienced visitors, so they know exactly what they want and also, as explained, how to get there.
A real-life example
Company: Telecoms operator
Problem: Visitors with a focused mindset have their goal in their head and know exactly what to do, so are difficult to influence whilst on that journey.
Analysis: Design principles have a lot to do with this: there are lots of websites or devices that function in similar ways. Sites are littered with psychological triggers that carry visitors through a journey, and it’s a behavior we’ve become accustomed to and familiar with.
There is a large group of customers on this particular site who head straight through the site to the Contact Us page they are looking for. As I explained before, someone can enter a site with a focused mindset, but could be influenced by a range of factors and end up in a different, contradictory, mindset.
For example, users visiting the homepage of this telecoms operator’s website are 46% focused. As they move to the contact pages, only 31% are still focused. And as they journey to the product page only 14% of visitors are still focused – the other customers could have become disorientated or lost interest because of an aspect of the page, or even become exploratory having been distracted by a different offer.
Conclusion: We should encourage these customers to conclude their original aim, but then to maintain their engagement in the site through helping them explore other aspects and pages. Then, toward the latter end of the customer journey, we should encourage more decisive behavior. We can do this by personalizing an experience towards their needs.
Having focused customers can be considered positive, but only if the whole experience is easy enough to manage and is memorable enough to return to the site and increase their lifetime value.
More on mindsets
To explore the other mindsets that customers can have on your digital properties, click on the images below: