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Christian Leborg
Decisions, decisions…

The decision to buy

Customers decide to buy or not to buy at any point in the buying process.

What’s the new way to convert leads into customers? The media impressions about an offer is immersed in the actual buying experience, so the decision to buy may be anywhere in the buying process. Customers who shop online are not persuaded by sales personnel; it’s the new way of branding through content that convinces them to buy.

Why do we need help customers to decide?  Even though the buying process is automated and based on self-service, some shoppers want support to make their decision. Publishing content about a subject can help them. When a decision or refusal can be taken at any point, the likelihood of not taking the decision increases. The brand experience with few obstacles and the most guidance helps customers reach decisions faster.

How do customers decide on an offer? Human processes to accomplish anything are never linear. That’s why even though lead generation and customer conversion online are highly integrated, they are also likely have many iterations. The combination of online and physical shopping for a product may make the total decision process very long, and the physical assessment and transaction phase very brief.

“A good decision is based on knowledge and not on numbers." – Plato

When do customers decide?  When shoppers enter and leave an online store automated suggestions make it more likely that they decide on that purchase. The decision to buy when you are online may be taken at any time of the day or week, giving the customer freedom and power. The companies with the best online brand experience make customers want to hang out.

Which customers enjoy the new type of shopping? Most consumers do not want to be sold to, but they do enjoy buying. Online shopping is for people that like to be in control and do not want to decide on a purchase before they are ready. Consumers that enjoy the new way of deciding on a purchase may range from people with an extremely busy schedule, those who are physically impaired, or those who do not enjoy the social interaction with bricks and mortar stores.

Where do shoppers prefer to be when they make a decision to buy?  The traditional way of getting a customer to decide was through the processes of advertising, sale, and delivery. Now it is difficult to determine where they are in that continuum.The new form of commerce puts the customer in control; it makes them interested and the buying process is instigated by them… and they can make the decision wherever they are.

I have a theory that you as an entrepreneur need to plan for and build scenarios for all brand experiences before you actually build the product or service, because the customer's decision on product qualities is only one part of the equation. The customer’s experience while buying is far more important.

Please share your thoughts on how to build shopping experiences.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.