New user path to purchase
Posted: Wed Jan 29, 2025 5:47 am
Remember how people used to shop? When, for example, your kettle broke, you probably went to the nearest store and chose a new one. You probably compared two or three models (you only had two or three options), asked the seller which one was better, and then took out your wallet and made the purchase.
Your decision may have been influenced by experience, knowledge of specific brands, and, of course, the options available (i.e. the number of stores that had the product you wanted).
The purchase scheme looked something like this:
The emergence of a need for a product > Going to the store > Comparing two or three available options > Purchase
If you add advertising here, the process won't el-salvador phone number data change much:
Need arises > Attention to advertising > Shopping trip > Comparison of two or three available options > Purchase
Now look at what the buying process looks like today:
1. You identify a problem.
2. You search for information about it online.
3. You try to find all possible products that can solve your problem.
4. You ask friends for recommendations.
5. You find out what people on social media think about the product your friends recommended.
6. You search the web for more information about the product.
7. You read reviews and feedback.
8. You see an advertisement for this or a similar product.
9. Based on all the information you receive, you make a purchase decision.
10. You join online discussions of the product.
Many of the listed actions occur simultaneously and influence each other:
purchasing process
Thus, modern buyers compare more options, product models and prices, and information received from friends, other buyers, reviewers and social media users greatly influences their purchasing decisions.
And this is just the tip of the iceberg.
Today's shoppers don't make decisions based on information from just one source. Even if a shopper clicks on an ad or a link in an email, their decision will be influenced by everything they already know about the product or brand. Maybe they heard about it from a friend, read about it in an article, saw a review on their favorite blog, or spotted an ad on a social network.
All this makes the marketer's job extremely difficult. You need to not only attract the user's attention to your product, but also influence the purchase decision and convince the potential client to buy the product from you.
Your decision may have been influenced by experience, knowledge of specific brands, and, of course, the options available (i.e. the number of stores that had the product you wanted).
The purchase scheme looked something like this:
The emergence of a need for a product > Going to the store > Comparing two or three available options > Purchase
If you add advertising here, the process won't el-salvador phone number data change much:
Need arises > Attention to advertising > Shopping trip > Comparison of two or three available options > Purchase
Now look at what the buying process looks like today:
1. You identify a problem.
2. You search for information about it online.
3. You try to find all possible products that can solve your problem.
4. You ask friends for recommendations.
5. You find out what people on social media think about the product your friends recommended.
6. You search the web for more information about the product.
7. You read reviews and feedback.
8. You see an advertisement for this or a similar product.
9. Based on all the information you receive, you make a purchase decision.
10. You join online discussions of the product.
Many of the listed actions occur simultaneously and influence each other:
purchasing process
Thus, modern buyers compare more options, product models and prices, and information received from friends, other buyers, reviewers and social media users greatly influences their purchasing decisions.
And this is just the tip of the iceberg.
Today's shoppers don't make decisions based on information from just one source. Even if a shopper clicks on an ad or a link in an email, their decision will be influenced by everything they already know about the product or brand. Maybe they heard about it from a friend, read about it in an article, saw a review on their favorite blog, or spotted an ad on a social network.
All this makes the marketer's job extremely difficult. You need to not only attract the user's attention to your product, but also influence the purchase decision and convince the potential client to buy the product from you.