The Exploring shopper mission is when your customer is seeking to reduce their choice anxiety by gathering more information about your product or service. The goal of the Exploring shopper mission is to generate sales by providing customers with the knowledge they need to make an informed purchasing decision.
Here's a step-by-step guide for applying the Exploring shopper mission to a Sales Journey.
Step 1: Identify customer questions
- Identify the questions that your customers ask themselves during the Exploring mission when they are looking to reduce choice anxiety and make informed purchasing decisions. Such as, "Which product is best for me?" or "What are the features I need in a product?"
Step 2: Design the Sales Journey
- Identify the Journey Elements needed for your Sales Journey, such as Sales page > Checkout page > Actions > Offer page > Order status page or Redirect.
For inspiration, see the Sales Journey and Sales + Upsell Journey Blueprints.
- Define the steps that guide the customer toward making a purchase decision. This will help you determine which sections to add to your Sales page, such as product reviews or testimonials.
- After a customer clicks on the "Buy Now" button and makes a purchase through the Checkout page, direct them to an Offer page that offers additional product recommendations and/or upsells to help them find the perfect product for their needs and increase your average order value.
- You can add the Tag customer Action after the Checkout page. Tag the customer with the name of your sales campaign for this Exploring shopper mission so that you can send them tailored content via email sequences or other marketing campaigns.
- Add the Tag customer Action to tag abandoned carts so that you can use targeted marketing campaigns and personalized content to help the customer make an informed purchasing decision.
Step 3: Design the Sales page
- Design a Sales page that is both visually appealing and informative to address your customer's questions and provide detailed product information. Include clear calls to action to encourage customers to make a purchasing decision. For example, you can offer a "Buy Now" button or a special limited-time offer to create a sense of urgency.
- Include a product comparison table or product recommendation tool to help customers make informed purchasing decisions.
Step 4: Market and nurture
- Send follow-up emails to check in on their satisfaction with the product and offer additional resources or support. You can also send emails with additional product recommendations and special offers to encourage repeat purchases.
- Use targeted marketing campaigns and personalized content to continue to nurture the relationship with the customer over time.
Step 5: A/B test and iterate
- Use A/B testing to test different page designs and marketing campaigns to identify what works best for your customers.
- You can A/B test on Popup by duplicating the Sales page and adjusting one aspect such as text or content and sending traffic from a duplicate campaign.
- Continuously optimize the Sales Journey based on customer feedback and insights.
By following these steps, you can apply the Exploring shopper mission with a Sales Journey or Sales + Upsell Journey to generate sales and build a loyal customer base over time. Remember to use the DEL framework of Dreaming, Exploring, and Locating to guide your design decisions and meet your customers' desires.
Let's say you are an outdoor gear brand and your customer is in the Exploring shopper mission. They are looking for information to make an informed purchasing decision and want to reduce choice anxiety. Your customer might ask themselves, "Which backpack is best for multi-day hiking trips?" or "What are the features I should look for in a camping tent?"
To address this shopper mission, you can create a Sales Journey that provides customers with detailed information about your products and helps them find the right fit for their needs. For example, you could create a Sales page that showcases the different types of backpacks and tents you offer, with detailed specifications and customer reviews.
The goal of this Sales Journey is to generate sales by providing customers with the information they need to make a confident purchasing decision. By understanding and designing for the Exploring shopper mission, you can create an informative and helpful customer experience that drives growth for your business.