The visitors commitment level to making a purchase, or converting on your site, despite the obstacles they may run into that are barriers to conversion.
A visitor with high purchase intent is likely to push through any obstacles to complete the transaction.
In contrast, a user with low purchase intent is not likely to jump through any hoops to convert on your site. They’ll likely instead leave frustrated or annoyed and not return to your site.
A visitor’s level of intent is influenced by many factors, including aspects like how much they desire the product or service your offering, the journey that led them to your website, the physical location and environment they’re in while browsing your site and their level of concentration or distraction.