Psychology of Buying: 6 Stages of Consumer Buying Process Explained
Consumers make complex buying decisions each time they look at an item. How a business handles payments serves as an important variable when purchasing services or products. It’s one of many things a business has to prioritize to guarantee a sale. By avoiding hiccups during the customer buying process, you can leave a positive lasting impression.
Good marketing leads a consumer to the product or service that they’re interested in. Targeted marketing fits in this category, and is a successful way to reach specific demographics. Once the marketing has gauged the consumer’s interest, the presentation of the service or product has to do the rest of the work. This can be considered the most difficult part of the consumer buying process.
2. Issue Resolution
Being the solution to a problem is one of the main reasons targeted marketing works. Even general curiosity can be attributed to the success of targeted marketing. Now that the consumer has become curious about the product or service, they look to its features for solutions. Being able to scroll through the highlighted features helps customers move on to the next step in the buying process.
Some customers go straight to the solution. But there are others that need more information about their problem and the available options. Not every customer that is interested in your product or service will be a pro-level researcher. That’s exactly why laying out your features in an easy-to-read format is important. Instead of researching on another website, they continue scrolling on the page of your product or service.
Have you ever wondered why brands offer products and services in steps? The pro version of an item is slightly better than the basic one. The ultimate version eclipses the pro version, bet technically does the same thing. Choices matter, and puts the consumer in a better position to select what fits their situation best. Even if the differences are minor, the objective to sell the consumer on your product or services remains the same.
When the choice to purchase happens, there should be nothing in the way. This is the most sensitive part of the buying process. Even if everything is perfect up to this point, an unpleasant checkout experience can change everything. Slow checkout and forced signups are the financial foil of many brands. All of this leads to the final part of the buying experience – the lasting impression.
6. Lasting Impression
A good lasting impression doesn’t always lead to a sale. But it has the benefit of enticing a consumer into considering the brand or service for future purchases. This is something that a business should keep in mind when trying to build a connection with each potential sale. The only bad outcome is when a consumer leaves with a negative impression of the brand.
Getting access to a product or service should never be awkward for the consumer. A smooth transaction improves brand loyalty and keeps everyone happy. Learn the psychology of buying and you’ll have a better chance of improving the process.