Dave McEvoy, DMAC Media
When browsing online for a product or service, most of us instinctively know where we
stand in the decision-making process. Sometimes we’re casually exploring, other times
we’re almost ready to click “Buy Now,” and often, we’re somewhere in between.
This self-awareness, conscious or not, is what marketers refer to as customer intent.
And just like customers can gauge where they are in the buying journey, so too can
marketers - if they know what to look for.
world of digital marketing, this concept is essential to crafting an effective strategy.
Traditionally, online businesses have been particularly focused on what’s known as
high-intent users - those who are ready to make a purchase and just need a final nudge.
These are the people typing “buy iPhone 15 online” or “cheapest Samsung Galaxy
deals” into search engines. They’re motivated, they’ve done their research, and they’re
holding their credit card.
While it makes sense to prioritise this group (after all, they’re the ones most likely to
convert) many businesses make the costly mistake of ignoring the vast audience with
lower intent.
These are potential customers in earlier stages of the buying journey. They may not be
ready to buy today, but they’re actively seeking information that could lead to a
purchase down the line. Ignoring them is like turning your back on future business.
The three stages of customer intent
Let’s use the example of someone shopping for a new phone. Their journey can be
broken into three main stages of intent:
1. Awareness stage (low/informational intent)
At this point, the user has identified a potential need. They might be thinking: “My phone
is getting old. Maybe it’s time to consider a new one.” They are not looking to buy just
yet; they are researching.
Their search queries will reflect this, with terms like “best phone under £500” or “iPhone
ready to buy today, but they’re actively seeking information that could lead to a
purchase down the line. Ignoring them is like turning your back on future business.
The three stages of customer intent
Let’s use the example of someone shopping for a new phone. Their journey can be
broken into three main stages of intent:
1. Awareness stage (low/informational intent)
At this point, the user has identified a potential need. They might be thinking: “My phone
is getting old. Maybe it’s time to consider a new one.” They are not looking to buy just
yet; they are researching.
Their search queries will reflect this, with terms like “best phone under £500” or “iPhone
vs Samsung camera quality.” These are signs of informational intent - the person is
gathering facts, comparisons, and opinions. They’re laying the groundwork for a future
decision.
2. Consideration stage (medium/navigational Intent)
Here, the user has narrowed down their options and is now comparing specifics. They
might know they prefer Samsung but are unsure of which model or plan suits them best.
Search terms like “Samsung Galaxy S22 vs S23” or “Samsung UK official store” are
common at this stage. The intent has shifted from broad research to finding trusted
sources and specific products. This is a navigational or medium-intent phase.
3. Decision Stage (high/transactional intent)
This is the moment of truth. The user knows what they want and is actively searching
for the best price or place to buy. Their queries might be “buy iPhone 15 today” or
“Motorola G84 best contract deal.” These are transactional searches, and they signal
that the customer is ready to spend money.
Why most marketers focus on high-intent users
Focusing on high-intent users is a natural strategy for marketers because these
individuals offer the highest return on investment in the shortest time. They require less
convincing and are already prepared to complete a transaction. Marketing to them
typically involves clear, persuasive calls to action like “Buy Now,” “Get Started,” or “Add
to Basket.” These calls are usually placed “above the fold” meaning, they’re visible on
the screen without scrolling - to capture immediate attention and streamline the buying
process.
For example, DMAC noticed that one of our customers received 5.7% of all website
traffic via the search term ‘beadboard’. This direct product search implies searchers
have high intent and want to purchase beadboard now. As a result, beadboard paneling
is placed on the homepage of the website with a call to action: “Shop Beadboard”.
On a product page, these users expect to see key details like price, product name, and
purchase buttons prominently displayed. For these shoppers, convenience and speed
are everything.
But here’s the problem: Most customers aren’t ready to buy yet
While it’s smart to cater to those at the bottom of the funnel, it’s risky to ignore everyone
else. Imagine customer intent as a pyramid: only a small percentage of users are ready
to buy at any given time (at the top), while the vast majority are still exploring and
comparing (the base).
By focusing only on transactional visitors, marketers miss out on cultivating long-term
relationships with a huge group of people who are very likely to become future buyers.
Brand loyalty, trust, and customer education are built at the lower stages of intent -
these are the building blocks of long-term business success.
How to appeal to low intent customers
There are practical ways to cater your online content to low intent customers. These
shoppers are looking for information, so that should be the focus. Detailed product
descriptions, using additional resources like specification sheets and video
demonstrations will help them understand the available products. Not only does this
help them make a later purchase decision, it helps build trust between customer and
supplier. In the sea of internet scams and fake products, including as much information
as possible gives your page viability.
Reduce the chances of a customer clicking away to another site by streamlining
navigation, and making sure it’s consistent across the website. Sites that are tricky to
get around don’t get dwelled on long – they make users frustrated and more likely to
favour a competitor.
By capturing the trust of users at this early, informational stage, you increase the
chances of them returning later when they’re at a transactional stage – and ready to
part with their money. That’s how marketers can make the best of every online visitor,
not just those ready to buy.
gathering facts, comparisons, and opinions. They’re laying the groundwork for a future
decision.
2. Consideration stage (medium/navigational Intent)
Here, the user has narrowed down their options and is now comparing specifics. They
might know they prefer Samsung but are unsure of which model or plan suits them best.
Search terms like “Samsung Galaxy S22 vs S23” or “Samsung UK official store” are
common at this stage. The intent has shifted from broad research to finding trusted
sources and specific products. This is a navigational or medium-intent phase.
3. Decision Stage (high/transactional intent)
This is the moment of truth. The user knows what they want and is actively searching
for the best price or place to buy. Their queries might be “buy iPhone 15 today” or
“Motorola G84 best contract deal.” These are transactional searches, and they signal
that the customer is ready to spend money.
Why most marketers focus on high-intent users
Focusing on high-intent users is a natural strategy for marketers because these
individuals offer the highest return on investment in the shortest time. They require less
convincing and are already prepared to complete a transaction. Marketing to them
typically involves clear, persuasive calls to action like “Buy Now,” “Get Started,” or “Add
to Basket.” These calls are usually placed “above the fold” meaning, they’re visible on
the screen without scrolling - to capture immediate attention and streamline the buying
process.
For example, DMAC noticed that one of our customers received 5.7% of all website
traffic via the search term ‘beadboard’. This direct product search implies searchers
have high intent and want to purchase beadboard now. As a result, beadboard paneling
is placed on the homepage of the website with a call to action: “Shop Beadboard”.
On a product page, these users expect to see key details like price, product name, and
purchase buttons prominently displayed. For these shoppers, convenience and speed
are everything.
But here’s the problem: Most customers aren’t ready to buy yet
While it’s smart to cater to those at the bottom of the funnel, it’s risky to ignore everyone
else. Imagine customer intent as a pyramid: only a small percentage of users are ready
to buy at any given time (at the top), while the vast majority are still exploring and
comparing (the base).
By focusing only on transactional visitors, marketers miss out on cultivating long-term
relationships with a huge group of people who are very likely to become future buyers.
Brand loyalty, trust, and customer education are built at the lower stages of intent -
these are the building blocks of long-term business success.
How to appeal to low intent customers
There are practical ways to cater your online content to low intent customers. These
shoppers are looking for information, so that should be the focus. Detailed product
descriptions, using additional resources like specification sheets and video
demonstrations will help them understand the available products. Not only does this
help them make a later purchase decision, it helps build trust between customer and
supplier. In the sea of internet scams and fake products, including as much information
as possible gives your page viability.
Reduce the chances of a customer clicking away to another site by streamlining
navigation, and making sure it’s consistent across the website. Sites that are tricky to
get around don’t get dwelled on long – they make users frustrated and more likely to
favour a competitor.
By capturing the trust of users at this early, informational stage, you increase the
chances of them returning later when they’re at a transactional stage – and ready to
part with their money. That’s how marketers can make the best of every online visitor,
not just those ready to buy.
