What drives the consumer to make a purchase Part 2


If a person comes to your website, it does not mean that he will make a purchase. According to statistics, the majority of online stores have a bounce rate of 50-60%, although according to experts in the field of internet marketing, it should be 20% to 40%.

For this, you need to understand how the consumer makes a purchasing decision and help him to make the right choice. In the last part of our article, we mentioned some ways to influence the choice of users and today, we want to give some more valuable tips.

Previous purchases

Perhaps you have noticed that most people try to adhere to certain rules in life and do not change them over the years: one hairdresser, the same restaurants, the same brand of home appliances, and so on.

The fact is that when choosing a product or service, people are guided by past experience and purchases made. Consumers do not want to explore other options and risk buying something that may not bring pleasure.

This applies not only to the commitment to the product or to the brand, but also to your store. You must do everything to ensure that the person makes the first purchase in your store.

After receiving the first positive customer experience, it is much easier to attain a repeat purchase. What you need for this:   

  • First, your offer (product or service) should be as simple and accessible as possible;
  • Secondly, the content should be interesting and most importantly, useful;
  • Third, show customers that dozens of people like them made their successful purchase in your store.

Complicated content = no purchases. Let’s quickly go over what the content should be like to lure in the customer.

  • If you present descriptions of the product characteristics in a form that is difficult to read, no one will read them. This automatically causes discomfort for the site visitor.
  • A simpler form of presentation increases the number of people who want to buy a product at least 2 times.
  • In the description, use only the most important points, indicating the benefits of the goods briefly and to the point.

Our experience suggests that it is best if the content on the product page is divided into 2 parts:

  • 1st part – a short description of the product with important characteristics;
  • 2nd part – reviews from previous customers who will talk about unique features.

Many online store owners are starting to write long texts for each product. These texts include unique characteristics, instructions for use, sections on the delivery of goods and payment and so on. Why include all of this? The consumer will not read so much text. Give him the opportunity to get all the most valuable information from other users. Let past purchases generate new ones.

You do not even need to think how to do this because the Wiremo widget already includes all the necessary tools: photos in reviews, a carousel with reviews, a reward to customers for leaving positive comments, and so on.

Just install the widget on your website and within the first month, you will notice an improvement in conversions and purchases from new customers.

Emotional decisions and logic

Competition for the client of the 21st century involves an active use of psychological techniques. And despite the fact that many customers argue that they are guided by logic when shopping, more than 80% of decisions are made by emotions and the subconscious.

Emotional decisions and logic

Let’s show this with one very interesting example:

“Scientists have suggested a group of people to look at two photos.

The first one shows an old time-tested car. On another, a new modern car. The opinions of the participants have divided.

One group said that the first car is better, but not so beautiful and relevant today, and the second group said that the second car is not unique and not as interesting as the first, but with a more elegant and powerful appearance.”

They all liked the second, modern car. But no one answered that the choice was dictated by emotions. They felt the need to justify their emotional choices with rational arguments. Both groups of people found different reasons for explaining their choice.

At the same time, they admitted that if their decision was based solely on logic, they would have chosen the first car as a more reliable, cheaper to maintain and more suitable for daily use.

Conclusion: You can establish an emotional connection with a person at a first glance. In this case, it was a modern beautiful car. Its technical features and build quality will not matter. If the subconscious of a person has already made a decision, it will be difficult to convince him otherwise.

The same goes for online stores. Establish an emotional connection with the client no matter what it takes. He should understand at a glance that your website or your product is vital for him and that it will satisfy his current needs. And if this happens, most likely you will have this client for many years.

Today, we just took a peek and tried to understand what your potential buyers really want. All these secrets are useless if you do not use them in a real business.

Many people know about them, but only 10% effectively use all the recommendations and tools to influence the consumer. Today, this tool is the Wiremo reviews widget, and tomorrow it may be something else. Follow the trends and always think how to get consumer emotions and transform them into conversion.


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