9 Things to Know About Influencing Purchasing Decisions
If you want to get people to buy your stuff, you need to understand how people make purchasing decisions.
Product quality and seller reputation matter, goes without saying. What about when the product matches the customer’s needs and wants, and they trust the seller? What are the things that influence purchasing decisions once those fundamentals are in place?
Online purchases start with a Google or Amazon search. Most people do online research and compare different options. This applies equally to B2B - 71 percent of enterprise purchase decisions in the United States begin with research conducted on a search engine.
Here are 9 things you should know about purchasing decisions.
1. Peer reviews matter
A 2010 study by The Nielsen Company confirmed what we already knew – people read reviews and decide by them.
Nearly 60 percent of online shoppers said they consult reviews prior to purchasing consumer electronics and 40 percent of online shoppers claimed that they would not even buy electronics without seeking reviews about the product online first.
Start gathering reviews on your site. If you sell commodity products, you might want to look into pulling reviews from an external site to have more of them.
Don’t delete negative reviews - they actually help sales if there are only a few of them. If there’s tons of negative reviews, most people are naturally turned off and look elsewhere.
2. People gather information from mixed sources
Even though social media and internet rule, customers make purchase decisions using a combination of old media, new media, and old-fashioned conversations with friends and family.
According to a relatively old study (2009) by Harris Interactive, the most common methods of gathering information prior to making a purchase are
using a company website (36%),