This is a part of a blog series where I will take you through the five mindsets of a digital customer. 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.
Lack of interest can be a common mindset – usually, if a customer visits your website, it would be for a specific reason. They have clicked on a link, on a search result, or on an advertisement, and they will expect to see certain products or information. However, when we see a customer arrive on the site, stay for a few seconds and leave again without exploring any of the elements on the page, we can tell that somethings is wrong on the page.
It’s important to stress that mindsets can change and customers can become uninterested, particularly as they move through a journey to purchase or “convert” in one form or another. They may have lost interest or, indeed, their relationship with the page. Psychologically speaking, it generally takes the human brain very little time to decide on a ‘no’ than it does to decide on a ‘yes’ – so any information on a web page that makes it easy for the brain to say ‘no’ will lead to the customer having the lack of interest mindset.
But this is not always negative. The customer could very well be gathering information for a future purpose or could be getting to know your brand or your services. This is quite a typical reaction; it just requires some context.
A real-life example
Company: A mortgage provider.
Problem: Over 60% of visitors were found to be showing a lack of interest specifically on the ‘pre-apply’ page of the website.
Analysis: We saw from the aggregated data that hover time and scroll speed on the pages before reaching the pre-apply page infer that users are spending a long time digesting as much information as possible. But the high lack of interest comes when they reach the ‘pre-apply’ page – a pattern of hesitant mouse-moves and scrolls, then quickly leaving the page.
The design of the page intends two different purposes: Firstly, to encourage visitors to begin the mortgage application process and secondly, to provide information in regards to the process and its requirements.
Looking at the design of the page, we can see that the ‘pre-apply’ page is not cognitively demanding. The page is clear and very simple to navigate.
So, why are customers becoming uninterested?
Applying for a mortgage is a big thing. The drop-off rate of this page in particular (the highest drop-off rate through the application process is on the ‘pre-apply’ page) indicates that customers are coming to the page to gather information, but when they arrive, what they see is not what they expect. These customers exhibit high levels of hesitation, but the perceived lack of interest could also be seen as deferring or avoiding making the decision to proceed with their application.
We could also see a correlation between rational and emotional thinking between two distinct customer sets: those applying as a first time buyer to those applying for a buy-to-let mortgage. Customers seeking ‘buy-to-let’ generally require a longer education period - coming to the website with the purpose of seeing options and requiring more information to make decision. This is rational thinking in comparison to a first time buyer, whose thinking is emotional put down to the excitement of potentially owning their first home.
Conclusion: From this analysis, we can see that this mortgage provider needs provide more easy-to-consume information in order to motivate customers to go further though the journey to purchase - we cannot change the customer mindset, but we can influence it through clever design alterations based on the body language shown digitally by the customers here and on previous pages.
Give your customers the information they need to continue their journey. Don’t be scared if they leave your website – if you’ve provided everything they need, they will come back again.
More on mindsets
To explore the other mindsets that customers can have on your digital properties, click on the images below.