Today’s generation of informed consumers expect brands to make their purchase journey enjoyable, informative and simple. It’s vital for brands to display the information that consumers seek during their purchase journey, with 73% saying that experience is key in influencing their brand loyalty.
An enormous 87% of shoppers begin product searches on digital channels, conducting research before making a purchase. This clearly demonstrates the importance of including all relevant information that could influence a purchase decision in one place, in a user-friendly format.
Here are the top 5 pieces of information that consumers seek when making a purchase:
1. Review Content
Reviews are one of shoppers’ most desired pieces of information, giving them the confidence to buy, based on others’ experiences with the brand.
It’s no secret that star ratings can make or break a brand, with 97% of consumers saying that reviews play a part in their buying decisions and 88% trusting them as much as a personal recommendation.
To put it into perspective, the purchase likelihood of a product with five reviews is 270% higher than the purchase likelihood of a product with no reviews. For lower-priced items, conversion rates increase by 190% as a result of reviews, however this increases to an incredible 380% for higher-priced products when reviews are available.
One of the first considerations that shoppers have is whether or not a product is affordable, meaning they want to see the price quickly and easily.
If prices are not displayed, consumers often lose interest as they assume that the price is not competitive, with 56% abandoning shopping carts as a result of unexpected costs.
Being upfront with the pricing of a product can help brands to build trust with the consumer, being seen as honest and reputable while keeping the consumer fully engaged.
Convenience equals conversions as consumers seek hassle-free shopping. There are more ways to shop than ever before, with options including home delivery, ‘Buy Online, Pick-Up in Store’ (BOPIS), money-saving subscriptions such as Subscribe & Save, and in store availability. Half of consumers say that they base purchase decisions on whether or not an item is available to pick-up in store, demonstrating the need for brands to clearly state this information.
Highlighting the various pick-up methods is just as important as having these options available, letting consumers know the possibilities and enabling them to choose an option that is convenient for them.
Brands that promote a wide range of options can cater to varying preferences, bringing convenience to most, if not all visitors to their site.
Promotions are proven to reduce cart abandonment, give a feeling of value for money and encourage first-time purchases, with 80% of people being encouraged to make a first-time purchase if they are aware of a promotional offer. Brands can use this to their advantage, outlining any promotional offers that are running online or through retailers stocking their products.
By displaying this information on a brand’s page, consumers are more likely to remain engaged, for example, taking time to understand the prices of a specific product when purchasing at various retailers. This can incentivise purchases, leaving customers feeling as though they are getting value for their money.
5. Product information
Unless a brand clearly displays relevant product information, consumers may quickly lose interest. This is brands’ opportunity to shout about each product’s USP, highlighting the information that makes their products stand out as well as the most sought-after specifications and details.
Remember, this should be clear, concise and simply laid out to attract and maintain customers’ interest.
Brands that are able to effectively convey these five pieces of information will gain a competitive advantage, working to increase conversions and grow brand loyalty.
When a consumer visits a brand’s site, views an ad on Facebook or a video online, their attention is captured for a short period of time, meaning it is up to brands to keep them engaged and provide them with everything they need to make an informed purchase decision.
Smart phones have revolutionised the way people shop, meaning that those who do not capture shoppers’ attention with relevant information may lose them to competitors, as they search online for similar products.
In summary, brands that provide the information that people look for when making a purchase will reap the benefits, keeping visitors on their platforms and creating a frictionless path to purchase.
Dotter has the ability to incorporate all of the above information into a simple experience, keeping this within the platform that consumers are engaging on. This can include reviews, pricing, availability, promotions and product-specific information.
To speak to the Dotter team about presenting the information that consumers want, contact us on firstname.lastname@example.org.
Author: Holly Worthington