Conversion Optimisation
Purchase Intent
Plain English
How likely someone is to buy.
Definition
Purchase intent is a specific type of glossaryUser IntentUser intent is the underlying goal or reason behind a user’s action, search, or interaction.Open glossary term that indicates a user is considering or ready to make a purchase.
In practice
Identified through glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term like adding items to cart, comparing products, or returning to product pages.
The reality
High intent doesn’t guarantee glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term - glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term can still prevent completion.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is purchase intent?
Purchase intent is the likelihood that a user will make a purchase.
How do you identify purchase intent?
Through glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term like product views, comparisons, and cart activity.
Why is purchase intent important?
It helps glossaryTarget UsersTarget users are the specific group of people a product or service is designed for.Open glossary term who are closer to converting.
What affects purchase intent?
Price, glossaryTrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term, glossaryUsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term, and product information.
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