Conversion Optimisation
Purchase Intent
Plain English
How likely someone is to buy.
Definition
Purchase glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term 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.
In context
Its clearest glossarySignalsSignals are data points or triggers that indicate changes in user behaviour, context, or external factors.Open glossary term are unglamorous: glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term information, returns policy, sizing. glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term to those pages is closer to revenue than anything on the homepage.
The reality
High glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term 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.
Compared with
Purchase Intent vs Conversion Intent
Purchase glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term is specifically about buying. glossaryConversion IntentConversion intent describes a user’s likelihood or readiness to complete a desired action, such as making a purchase or signing up.Open glossary term covers whatever the defined goal is, which might be a booking, a sign-up, or a form. On a non-commerce product the two come apart entirely.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is purchase intent?
Purchase glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term 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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