Shoppers. There are Decisions…and Decisions
When it comes to shopping, you’ve probably found yourself looking for the best deal, the closest store, the best online user experience, and the best customer service when it comes to buying goods and services that you need or want, right? Even though you have your tried and true “go-to”, there are so many choices literally at your fingertips via the internet that you just HAVE to research and explore all your options…every single time. Don’t you? After all, that tried and true “go to” may not be your best option anymore.
Isn’t there something to be said about the great customer service that your “go to” has given you over the years? Or, are you undecided at this point on whether brand loyalty is what’s most important to you anymore. I mean…if you haven’t seen them along with the competition online or in some marketing fashion, are they really still on the top of your mind? Or, do the other brands that are right in front of you seem to offer the same thing at potentially a better value. If you’re seeing them instead of your “go-to”, then the relationship that you’ve had with your tried and true for years, just may be over.
We are mostly undecided.
There are a ton of choices out there. Shoppers frequently begin undecided on what they want to purchase, and from who they want to purchase it from. With so many options at their fingertips, shoppers often begin their research undecided on what brand and product they want to purchase.
So much for the old “go to”.
More than 8 out of 10 shoppers say they consider multiple brands for things they want to purchase, or don’t have any brands in mind at all! What does this mean? There are many more opportunities for a shopper to change their mind about who they will purchase from. We’re doing more research than ever before, even for purchases that we make over and over again. We want the perfect purchase. And, even though the last time we bought a certain item we thought it was perfect…there may be a more perfect item now when we go to buy it again! So, we research again and again, because you never know!
We want a good, easy, user experience.
That’s why people searching to buy something are 2 times more likely to start their search on Google than on any other website! In fact, 75% of shoppers say they use a Google search early on in their buying process.
Knowing this, do you think that your business might benefit by having a strong presence on Google? Frankly, you would be a bad business person if you answered “no.” Let’s face it, if you have a business you need to be present not only on Google, but on social media AND have a great, easy to navigate website that’s fresh and clean.
Shoppers want to understand not only what they are buying, but they also want to know who they are buying from and how the product or service and you fits their needs. Brands understand their products better than anyone else, so they should be conveying all their knowledge, on multiple platforms, to people looking to buy their goods and use their services.
We don’t just search once and then buy.
More than 60% of shoppers search multiple times before making a purchase. Think about your own behavior. For the most part, do you just search once and purchase? Or, do you conduct multiple searches for what you might need or want? Most shoppers tend to search and then research multiple times to make sure they have all the possible information before making a decision to buy.
As shoppers are more likely to have multiple digital touchpoints, response is well received by brands that always offer positive experiences. And, brands will win customers by not only staying top of mind during the entire purchasing process and beyond, but also by understanding their customer’s needs, and how they can fulfill those needs.
Good websites highly influence buying decisions.
Expectations are higher than ever when it comes to having a good user experience on any website. They should be informative, well designed, and offer a pleasant and easy user experience. It’s the experience that influences buying decisions in a BIG way. A bad user experience on a website will lead to less online sales, less foot traffic to a store location, and ultimately less than stellar online reviews, which are increasingly important to a consumer. Have a good website with a pleasant user experience and Google will reward you in showing you more in searches.
What can we do as business owners to be more successful?
Be ready to speak to an undecided consumer. Put yourself in their shoes, and make sure that all the pertinent questions are answered. Have a great, easy to navigate and well optimized website, make sure that when someone is searching for what you offer they find you in a Google search, and be present online on the social platforms where your ideal customer is. If you put all this together you will carve out a successful brand that gets people talking and will be more successful in business.
Need help putting it all together? We’ve got you covered! Give us a call today to get started.
(Source: thinkwithgoogle.com/consumer-insights/best-searches/)