{"id":2146,"date":"2019-03-22T19:37:36","date_gmt":"2019-03-22T19:37:36","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=2146"},"modified":"2024-07-02T23:06:03","modified_gmt":"2024-07-03T06:06:03","slug":"what-makes-consumers-decide-to-buy","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/what-makes-consumers-decide-to-buy\/","title":{"rendered":"What Makes Consumers Decide to Buy"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=what-makes-consumers-decide-to-buy\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to understand what makes consumers decide to buy. This isn\u2019t quite the <\/span><a href=\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">psychology of buying and selling<\/span><\/a><span style=\"font-weight: 400;\">, but rather the decision steps that customer stake before clicking <\/span><i><span style=\"font-weight: 400;\">PURCHASE<\/span><\/i><span style=\"font-weight: 400;\">. Understanding the process will allow you to make strategic decisions at each point. If they decide that this is a good product \u2013 if they <\/span><i><span style=\"font-weight: 400;\">would<\/span><\/i><span style=\"font-weight: 400;\"> buy it \u2013 they then decide if they <\/span><i><span style=\"font-weight: 400;\">should<\/span><\/i><span style=\"font-weight: 400;\"> buy it.<\/span><\/p>\n<p><b>The Screening Process<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A linear process is making decisions one step at a time, with a particular end point in mind. Buyers use linear processes \u2013 researching, checking reviews, looking at stats \u2013 to \u201cscreen\u201d products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, there are very <\/span><a href=\"https:\/\/www.inc.com\/geoffrey-james\/how-customers-decide-to-buy.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">specific steps<\/span><\/a><span style=\"font-weight: 400;\"> in the linear process that lead a consumer to decide to buy: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Do I want to do business with a specific person? <\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Do I want to do business with a specific company? <\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Do I need this stuff? <\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Is it worth the price? <\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Should I be spending money right now? <\/span><\/em><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2147 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720.jpg\" alt=\"\" width=\"960\" height=\"699\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-200x146.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-300x218.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-400x291.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-600x437.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-768x559.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720-800x583.jpg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/shelf-830421_960_720.jpg 960w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Once answering all these questions satisfactorily, and if finally coming to the decision that YES, they like the company, they want it, they need it, they have the money for it \u2013 they still might decide not to buy. Why not? <\/span><\/p>\n<p><b>Do You Trust Me?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Much of the reason people decide to buy is based on trust. According to a study done by <\/span><a href=\"https:\/\/hbr.org\/2018\/01\/research-how-customers-decide-whether-to-buy-from-your-website\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Harvard Business Review<\/span><\/a><span style=\"font-weight: 400;\">, when trust is high, consumers are more likely to take a risk and engage. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It used to be that \u201cconsumer trust\u201d was built through face-to-face interactions. Door-to-door salesmen became floor salesmen became customer service reps or well-trained employees ready to answer a question when you walked through the door. But with <\/span><a href=\"https:\/\/www.statista.com\/statistics\/379046\/worldwide-retail-e-commerce-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">$2 billion dollars globally<\/span><\/a><span style=\"font-weight: 400;\"> made in e-commerce, there\u2019s a worry that those face-to-face interactions are decreasing. That makes it harder to create trust. <\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-2148 aligncenter\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720.png\" alt=\"\" width=\"517\" height=\"517\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-66x66.png 66w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-150x150.png 150w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-200x200.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-300x300.png 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-400x400.png 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720-600x600.png 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ecommerce-1706103_960_720.png 720w\" sizes=\"(max-width: 517px) 100vw, 517px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And yet, <\/span><a href=\"https:\/\/www.statista.com\/statistics\/234884\/us-online-shopper-conversion-rate-by-device\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">conversion rates of online shoppers are shockingly low<\/span><\/a><span style=\"font-weight: 400;\">: <\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">About 4% of consumers on desktops will buy <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">About 3.7% coming from tablets will buy<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">About 1.5% of consumers on smartphones will buy<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Considering all the fear that online business would run brick-and-mortars to the ground, the truth is that online businesses are having a hard time getting consumers to finally click that <\/span><i><span style=\"font-weight: 400;\">PURCHASE<\/span><\/i><span style=\"font-weight: 400;\"> button. In another shocking twist, offline conversation rates hover between <\/span><a href=\"https:\/\/www.retailtouchpoints.com\/topics\/store-operations\/retailers-counting-on-conversion-analysis-to-drive-store-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">20 and 40%<\/span><\/a><span style=\"font-weight: 400;\">. In fact, about <\/span><a href=\"https:\/\/www.inc.com\/peter-roesler\/nrf-survey-shows-most-shopping-done-in-store-but-online-tools-help.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">70% of consumers are still shopping at brick-and-mortar<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2149 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720.jpg\" alt=\"\" width=\"960\" height=\"540\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-200x113.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-300x169.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-400x225.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-600x338.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-768x432.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720-800x450.jpg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/people-2557483_960_720.jpg 960w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s where trust comes back in:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumers are using online shopping to get ideas, but are more likely to purchase at an offline business because there are more ways to engage and build trust.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When walking into a store, the consumer may feel indecision and be able to ask an employee for help. They can make decisions about the company culture by the friendly or professional vibe. Being able to physically engage with the product, or see a sample of the service, can push them along the linear process. And once something is in their literal cart, they are more likely to complete the purchase. (Have you ever gotten to the front of the checkout line, realized you had thrown a shirt you forgot about into your cart, and then said, <\/span><i><span style=\"font-weight: 400;\">what the heck, I\u2019ll just get it<\/span><\/i><span style=\"font-weight: 400;\">?)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, online conversion rates are lower because it\u2019s harder to build trust. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To build that online brand trust, some quick tips are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400; text-align: left;\"><em><a href=\"https:\/\/www.lucidpress.com\/blog\/8-ways-build-brand-trust-online\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Have two-way conversations<\/span><\/a><span style=\"font-weight: 400;\">: if a customer posts to your page and Twitter account, respond as quickly as possible to their specific need<\/span><\/em><\/li>\n<li style=\"font-weight: 400; text-align: left;\"><em><span style=\"font-weight: 400;\">Interact online on a regular basis<\/span><\/em><\/li>\n<li style=\"font-weight: 400; text-align: left;\"><em><span style=\"font-weight: 400;\">Keep the brand consistent<\/span><\/em><\/li>\n<li style=\"font-weight: 400; text-align: left;\"><em><span style=\"font-weight: 400;\">Have live online events<\/span><\/em><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">After the screening process, and after deciding if you\u2019re trustworthy \u2013 that\u2019s where emotion comes in. But it\u2019s not just how they feel about it: it\u2019s more how you make them feel. <\/span><\/p>\n<p><b>The Way You Make Me Feel<\/b><\/p>\n<p><span style=\"font-weight: 400;\">They want a solution, but more than that, they want to <\/span><i><span style=\"font-weight: 400;\">feel good<\/span><\/i><span style=\"font-weight: 400;\"> about their solution and decision. They want to feel satisfied that what they chose has the greatest benefit. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And they \u2013 and you \u2013 <\/span><i><span style=\"font-weight: 400;\">really <\/span><\/i><span style=\"font-weight: 400;\">want to avoid buyer\u2019s remorse. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buyer\u2019s remorse can kill their desire to return to you. If they associate negative feelings with you, there\u2019s a low chance they\u2019ll want to associate with you in any other form. Buyer\u2019s remorse can ignite in a few situations. Imagine:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You go to Target for toothpaste and a new bath mat. You leave having spent hundreds of dollars on knick-knacks that felt essential when you looked at them but now have giant dollar signs and sad faces on them. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">After going through a screening process, you decide to purchase \u2013 but the product or service didn\u2019t match its promise in some way. It was a waste of money, or it was cheaper somewhere else.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You\u2019re so excited for a product that you buy it as soon it becomes available \u2013 then it goes on sale 1 month later. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-2150 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp.png\" alt=\"\" width=\"610\" height=\"343\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp-200x112.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp-300x169.png 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp-400x225.png 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp-600x337.png 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/M5MhSsp.png 610w\" sizes=\"(max-width: 610px) 100vw, 610px\" \/>A lot of buyer\u2019s remorse is caused by cognitive dissonance. That\u2019s the feeling of discomfort or unhappiness you get when your beliefs don\u2019t match real-life results, behaviors, or new information. So when you believed the product or service would have one type of result, but there was an unsatisfactory result instead, then cognitive dissonance kicks in. It leads to stress, anxiety, and further unhappiness \u2013 in other words, remorse. Companies associated with these feelings are a lot less likely to have return customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Full stop: avoid letting your consumers feel these things at all costs. Who wants to go back to Target knowing that the last time you went, you broke your budget and bought things you didn&#8217;t need? (Who am I kidding?) Make your customer feel special; that if they purchased early they gained something exclusive; that each of those knick-knacks has high value; offer price-match guarantees or make it clear that your higher price is worth it. <\/span><\/p>\n<p><b>Follow the Trend<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A lot of consumer purchases are motivated by trend. People can make jokes about that all they want, but it won\u2019t negate the truth of that: people buy what\u2019s trendy. Some trends are \u201chere today,\u00a0<\/span><\/p>\n<p>gone tomorrow\u201d (what happened to goldfish in your shoes?) but some transform the market long enough that your company is forced to get on board to stay relevant.<\/p>\n<p>Consumers decide to buy if something will make them \u201cfit in\u201d better, be part of an in-crowd, or match their community or personal brand. Make sure your goods are being tweaked periodically to match popular trends that seem like they\u2019re here to stay for a while. If you do, you\u2019ll resonate with your consumer base and help consumers decide to buy.<\/p>\n<p><a href=\"https:\/\/www.entrepreneurshipinabox.com\/912\/entrepreneurial-forecasting-principles\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Business forecasting<\/span><\/a><span style=\"font-weight: 400;\"> is an essential skill when building a brand. Not only will you resonate with what\u2019s current, but following trends will help you forecast the future. Trends follow certain cultural and social patterns; they can be predicted based on current attitudes toward specific issues or movements. <\/span><\/p>\n<p><b>In the End\u2026<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What makes a consumer decide to buy is sometimes gut instinct. But there are ways for you to help their instinct lean your way. Consumers have a rigorous screening process; but if you can show that you\u2019re trustworthy, that you resonate with them, and that your product value will not lead to buyer\u2019s remorse \u2013 then there\u2019s a strong likelihood that they\u2019ll buy from you. <\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=what-makes-consumers-decide-to-buy\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>GET A FREE ACCOUNT ON DUBB<\/p>\n","protected":false},"author":1,"featured_media":2148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,121,100,129,7,151],"tags":[82,61,37,57,107,175,4,115,119,105,112,176,70,98,145,30,33,32,20,81,54,63,24,49,174],"class_list":["post-2146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-email-marketing","category-marketing","category-tips","category-tutorials","category-video-marketing","tag-alternative-to-vidyard","tag-bombbomb-alternative","tag-bombbomb-alternatives","tag-bombbomb-competitor","tag-buying-behavior","tag-consumer","tag-dubb","tag-email-campaign","tag-email-marketing","tag-marketing","tag-psychology-of-sales","tag-psychology-of-selling","tag-sales","tag-seo","tag-trust","tag-video","tag-video-for-sales","tag-video-marketing","tag-vidyard","tag-vidyard-alternative","tag-vidyard-comparison","tag-vidyard-competitor","tag-vidyard-pricing","tag-vidyards-cost","tag-what-makes-consumers-buy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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