By Dave McEvoy, below, Director and founder, DMAC Media
For years, digital marketing has focused heavily on high intent shoppers – the ones poised to make a purchase, searching for specific products, and ready to convert with a single click. It’s easy to see why: these customers are more likely to take immediate action, making them attractive targets for campaigns designed to drive fast results.
But this approach is too narrow for long-term success. More marketers are beginning to realise that focusing exclusively on ready-to-buy users risks missing out on a much larger, often more valuable group – those with lower intent.
Customer intent, the indicator of where a person is in their buying journey, has long been a key tool in the digital marketing toolkit. We can identify search terms that bring customers to a website, to understand where they are in the buying journey.
Yet despite its importance, it’s often misunderstood or underutilised.
The reality is that most website visitors and search engine users aren’t on the brink of purchase, they’re exploring, comparing, or simply gathering information. And if businesses fail to engage these users early on, they may never return.
Understanding the three levels of intent
Customer intent is generally broken down into three categories:
- Informational (low intent): These users are in the early research phase. Their queries might include phrases like “best laptops for students” or “how to choose the right mattress.” They’re not ready to buy, they’re looking for guidance and education.
- Navigational (medium intent): These shoppers have narrowed their options and are beginning to compare specific brands or solutions. They might search for “Samsung UK site” or “MacBook Air vs Dell XPS.” They’re closer to a decision but not quite there.
- Transactional (high intent): These users are ready to purchase. They’re looking for the best price, fastest shipping, or most convenient checkout. Their searches include terms like “buy iPhone 15 online” or “best deal on AirPods.”
Most marketers continue to prioritise this third group. High-intent users convert quickly, and marketing performance is easy to track. Campaigns aimed at this segment often feature strong calls to action: “Buy Now,” “Limited Offer,” “Add to Cart”, and are designed for immediacy.
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”.
But there’s a growing recognition that such a narrow focus alone can limit long-term success.
The problem with a high-intent-only strategy
Focusing solely on transactional users means ignoring the vast majority of potential customers. These aren’t just casual browsers, they’re future buyers. They may not convert today, but with the right engagement and resources, they’re far more likely to return and complete a purchase later.
That’s why building a full-funnel strategy is essential.
Think of customer intent as a pyramid. At the top are the few high-intent users, while the base is made up of a far larger group with low or medium intent. Marketers who only address the top are missing the scale and volume found at the base.
Trust, transparency, and useful content play a major role in consumer decision-making. Shoppers who encounter helpful information early in their journey are more likely to convert later – and to convert with confidence. By addressing questions, reducing uncertainty, and offering value up front, brands can turn early curiosity into future loyalty.
Serving the entire funnel
So how can marketers better engage low and medium-intent users?
It starts with content. Informational intent users are looking for answers. Brands should invest in guides, comparisons, explainer videos, detailed product pages, and FAQs. These not only increase engagement but also boost SEO, bringing in more qualified traffic over time.
Site structure matters too. Navigational users often rely on search bars, filters, and navigation menus to find what they need. A poor user experience can drive them away before they ever see a product page.
For informational users, marketers should prioritise content below the fold (the fold means content visible to users without needing to scroll down). These users scroll for details, so including downloadable resources, tech specifications, and customer reviews can make a huge difference in keeping them engaged. Even if they’re not ready to buy today, they’re more likely to remember (and return to) a site that helped them make informed decisions.
Medium-intent users can also benefit from subtle personalisation. Returning visitors might appreciate seeing previously viewed items or saved comparisons.
A balanced strategy wins
Of course, high-intent users can still be prioritised, but not at the expense of everyone else. The goal isn’t to replace transactional marketing, but to complement it with long-term nurturing strategies. That means recognising that every visitor is at a different stage of the journey, and that guiding them over time often yields better results than chasing conversions at all costs.
In today’s digital landscape, competition is fierce and customer journeys are longer than ever. Brands that want to build lasting relationships and sustainable revenue must go beyond the quick win. By creating thoughtful, engaging experiences for users at every stage of intent, they position themselves not just to convert, but to lead.