Small Business Resource: Where do consumers start the buying process?
Where do consumers start the buying process?
With perhaps the exception of impulsive purchases, buying is not as simple as it might seem. There are several stages that culminate in the act of putting a product in the cart. And hence, the term buying “process.” Understanding the behind the scenes of buying can benefit you, as an online business owner, as you can leverage the knowledge and impact the customers’ purchasing decisions right from the first step.
Let us take a look at the major steps of the buying process.
Stage 1: Problem Recognition
This is the foundation on which the entire purchasing decision is based. It is when consumers encounter a need that they look for ways to meet the said need. Sometimes, the problem may even lie dormant until consumers come across an online ad. Apart from making them identify the need, the ad also provides a solution to the problem.
Step 2: Research
As soon as consumers identify the problem, they research products that will solve the problem. To this end, they begin to gather information from various sources, such as print, social media, or good old word-of-mouth. Most often, however, people prefer cursory Google lookups. It is up to online marketers to create web content relevant to those search queries.
Stage 3: Comparing the alternatives
In the third stage, consumers will have a variety of options to solve their problems. During this stage, they will carefully consider their options. Online businesses should, therefore, present their product as the best choice for the buyer. Unique product descriptions, high definition and visually attractive pictures, and glowing reviews and testimonials are among the ways to achieve this.
Stage 4: Purchase phase
After the first three stages, consumers reach this penultimate stage. If you have successfully convinced them that your product is the best of the lot, they should get their credit card to pay you. However, to complete this stage, ensure that the purchasing process is as smooth as possible. Technical glitches and lengthier procedures may cause consumers to second guess their decision to go with you. A simple one-click option always appeals to buyers and is more likely to convert those interested site visitors into sales.
Stage 5: Post-purchase phase
Remember that one purchase is not the end-all and be-all. Instead, it would be best to make lasting connections with your customers to ensure that they return to you for future purchases. This is the stage where customers will share their feedback. You can ask for their ratings and reviews and encourage them to revisit you.
The bottom line
Make sure to connect with the shoppers at every stage of the purchasing journey. Even after the purchase, keep in touch with the consumers and update them about all your ongoing offers.
Have plenty of other things on your plate to stay on top of your consumers’ buying journey? We can help! At Tommy House Studios, we offer small businesses leading-edge internet marketing solutions to boost their online visibility and drive traffic to their site. To learn more about our services, call us at (334) 310- 2915 or fill an online contact form.
