A website visitors's strong desire to purchase the product or service offered on your site.

When a visitor has high purchase intent, they really want your product or service and are willing to go through more obstacles to complete the transaction.

Often, but not always, visitors with high purchase intent have received previous exposure to your product -- and have, therefore, already decided that they need your product or service.

For example, through word of mouth, they may have heard how great your product is, or may have already been to your website and read all about your service. Now, they're back, ready to commit -- and convert.