Let me ask you something. Do you know who visits your website? Some of them are instant buyers, who click that “Buy Now” button without hesitation. Then, there are the clear non-buyers—those who pop in, take a look around, and leave, never to return.
But what about those in-between—the Undecideds? These are the shoppers who have shown interest, maybe even added your product to their cart, but for some reason, they just won’t pull the trigger.
If you’ve been running an online business long enough, you know how frustrating it can be to watch these Undecideds slip through your fingers. They’re the ones that could buy, should buy, but haven’t yet.
In this post, I’m going to break down exactly who the Undecideds are, what’s holding them back, and most importantly, how you can turn their hesitation into action. Ready? Let’s dig in.
Who Are the Undecideds?
The term “Undecideds” refers to those potential customers who sit on the fence, unable to make a purchase decision. Maybe they’ve visited your site multiple times, signed up for your newsletter, or even left products in their cart, but there’s something that stops them from sealing the deal.
And here’s why they matter: Undecideds aren’t cold leads. They’ve already shown interest, which means converting them could skyrocket your sales.
Be Memorable:
Start with a powerful story: You’re walking through a crowded bazaar. Everywhere you look, vendors shout to get your attention. Among the noise, one booth catches your eye—why? The vendor tells a story that resonates with you, something memorable. That’s your customer experience. Undecideds need that compelling moment where your product story becomes their story.
Tap into Core Values:
Understanding who the Undecideds are starts with understanding why they hesitate. Often, it’s not just about the product but about their values. Maybe they want to feel like they’re making a smart, ethical, or status-boosting choice. Your job? Align your product with their core values.
The Four Types of Undecideds
Now that we know who the Undecideds are, let’s break down the four types and how to get them from hesitation to checkout.
1. The Indifferent: Make Them Care
Indifferents are your classic browsers. They look at your product and think, “Eh, does this really matter to me?” Their biggest barrier is that they don’t fully understand why your product is relevant to their lives.
Be Memorable:
Here’s the deal: People don’t care about your product until you show them why they should. The key here is to make your product story more than just features. You need to connect emotionally, telling a story about how your product changes lives. Think Apple: they sell the experience, not just the iPhone.
Tap into Core Values:
Indifferents need clarity on why your product resonates with their values. This could be sustainability, convenience, or status. For example, if you’re selling eco-friendly products, show the impact they can make on the environment.
Deliver Practical Value:
Offer a clear value proposition that addresses their needs. Use video demos, interactive guides, or blog posts that illustrate the specific ways your product improves their life. How does your product save them time, money, or effort?
Reflect Their Identity:
Your product needs to be something they can see themselves using. User-generated content can be your best friend here. Show them how people like them use your product in everyday life.
2. The Skeptic: Build Trust
Skeptics want to trust you, but they just can’t… yet. They’re thinking, “Why should I believe you? Who are you, and how do I know you’re not just another scammer?”
Be Memorable:
This is your chance to shock them with transparency. Skeptics crave realness. Take a page from brands like Patagonia, which publicly showcases their supply chain to build trust. Skeptics are tired of the fluff; give them the raw truth.
Tap into Core Values:
Most skeptics are driven by a desire for authenticity. They value companies that are transparent and socially responsible. If you can align with these values, they’ll lower their defenses.
Leverage Social Proof:
Nothing builds trust like social proof. Show testimonials, reviews, and case studies from real customers. If you can get influencers or known experts to vouch for your product, even better. In fact, social proof is so powerful that 88% of people trust online reviews as much as personal recommendations.
Moderate Controversy:
Go ahead, address the elephant in the room. Is there something about your product that could be a point of skepticism? Talk about it upfront. When you own your flaws, people trust you more.
3. The Worrier: Alleviate Personal Doubts
Worriers don’t doubt your product—they doubt themselves. “Am I the type of person who can benefit from this?” They worry they won’t know how to use it, or worse, that it won’t work for someone like them.
Be Memorable:
Highlight success stories from real people who were in the same position as your Worrier. If they’re buying a new type of software, show someone who went from clueless to competent using your tool. These stories stick.
Reflect Their Identity:
Worriers need to see themselves in your marketing. This is where personalization can work wonders. Show success stories or testimonials from customers who are like them in terms of age, profession, or interests. They need reassurance that they’re not alone.
Deliver Practical Value:
Provide easy-to-follow guides or tutorials that make it crystal clear how to use your product. Think about how Apple makes it easy to unbox and start using their devices, regardless of tech experience.
Moderate Controversy:
Address the common fears up front. Are people worried about not understanding how to use your product? Preempt their concerns by providing a “Getting Started” guide or onboarding tutorial.
4. The Procrastinator: Create Urgency
Procrastinators are classic fence-sitters. They want what you’re selling but think, “I’ll buy it later.” The problem? Later often means never.
Be Memorable:
Create moments of FOMO (Fear of Missing Out). Limited-time offers and countdown timers are powerful tools here. But don’t just slap a clock on the screen. Make the moment memorable with a narrative: “What will you miss out on by waiting?”
Deliver Practical Value:
Show them why buying now benefits them. Does acting now secure a discount? Do you have limited stock? Does buying today offer something exclusive? Make it tangible.
Leverage Social Proof:
Remind procrastinators of the customers who are already enjoying the benefits of your product. Use dynamic content to show, “30 people purchased this item in the last hour.” It nudges procrastinators by proving others aren’t waiting.
Moderate Controversy:
Turn procrastination on its head. Gently call them out: “We know how easy it is to say ‘I’ll do it later.’ But you’re going to thank yourself tomorrow for acting today.”
How To Convert the Undecideds
The digital landscape of 2024 offers more tools than ever to engage undecideds, and it’s time to leverage these modern solutions.
1. Leverage Behavioral Analytics
In a world where data is king, you can’t afford to ignore the insights provided by behavioral analytics. Tools like Google Analytics and Hotjar let you see exactly where undecideds are dropping off in your funnel. Track, adjust, and optimize.
2. AI-Powered Personalization
Today’s consumers expect personalized experiences. Platforms like Optimizely use AI to predict what your undecided customers need to see next—whether it’s a product suggestion or a perfectly timed offer.
3. Interactive Quizzes and Tools
Engage your undecided shoppers with interactive content. Whether it’s a product recommendation quiz or a “what’s your style” assessment, interactive tools guide them to the right product, making them feel more confident in their choice.
4. Social Commerce
Instagram, TikTok, and Pinterest aren’t just for socializing anymore—they’re for shopping. Use these platforms to offer shoppable posts, making it easier for undecideds to buy directly from their favorite apps. Shorten the buying journey, reduce indecision.
5. Video Testimonials and Case Studies
When words aren’t enough, videos speak volumes. Whether you’re trying to win over a Skeptic or a Worrier, video testimonials from real customers bring social proof to life in a way static text cannot.
Need More Raving Fans?
Engaging the Undecideds doesn’t require you to completely overhaul your marketing strategy. Instead, it’s about understanding the psychology of hesitation and addressing each type of undecided shopper with the right message at the right time.
Whether you’re simplifying the buying decision for the Indifferent, building trust with the Skeptic, reassuring the Worrier, or creating urgency for the Procrastinator, the goal is thegoal is the same: Get them off the fence and into your customer base.
You’ve now got the tools to do it. By understanding each type of Undecided—whether they’re Indifferent, Skeptical, Worried, or Procrastinating—you can craft a strategy to overcome their hesitation and convert them into loyal buyers. The key is to personalize your approach, engage them emotionally, and give them the confidence to make that decision. So go ahead, tap into their core values, deliver practical value, and make sure your brand is memorable.
