It is a fact that the amount of options and information available has never been so great, especially on the Internet! Therefore, the consumer’s purchasing decision process is preceded by several choices, which are increasingly complex and multifactorial.
It’s also important to keep in mind that this journey is not linear or completely predictable , but understanding how it usually happens — from the first search click to the moment of purchase — can guide your Digital Marketing initiatives and directly influence the success of your business.
So come with me to learn about the main aspects that influence the purchasing decision and their relevance for you to be able to meet your customers’ needs!
The stages of the buying journey
Understanding each of the purchasing stages in detail allows you to adjust your Marketing strategies according to the needs of consumers at each stage of the process until the final decision.
The buying journey, then, has four essential stages: learning, awareness, consideration and decision.
- Learning and discovery: here, the consumer is looking for information. This is the moment when they begin to understand that they are facing a problem or difficulty. To do this, they try to read blogs, watch videos or participate in webinars;
- Problem recognition: now, the consumer identifies the problem and begins to look for solutions. For example, it may even trigger the feeling that their cell phone is outdated and they may then start looking for newer models;
- Solution consideration: At this stage, the consumer evaluates the available options. This usually involves comparing product features, prices, and reviews, researching different brands, models, specifications, and specialty stores;
- Purchase intention or decision: this is when the consumer opts for a specific product or service. Here, special offers, guarantees, or even customer reviews and testimonials can influence their choice!
Consumer behavior in the purchase decision process
Moving into the universe of the purchasing decision process, we realize how consumer behavior is shaped by a series of factors, which are diverse and influenced by many aspects.
And understanding how these behaviors work is what allows you to develop better Digital Marketing strategies!
In this context, I highlight three main categories of influences:
- Psychological: individual motivations, perceptions, attitudes and values impact consumer choices. A clear example of this is the desire for status associated with the acquisition of luxury brand products;
- Social: The opinions, behaviors and expectations of others, especially friends, family and peer groups, shape consumer choices. The purchasing decision often reflects the desire to fit in or stand out within the social context;
- Cultural: Values, beliefs and traditions have a lasting impact on consumer choices. Certain products can be associated with specific cultural events, and an individual’s cultural identity directly influences their preferences!
Now that you are aware of the influences on decision making, let’s understand the main types of purchasing behavior.
Complex purchasing behavior
It is evident when consumers face big decisions, often involving expensive or high-risk products or services.
This process requires in-depth research, careful evaluation of options, and often consultation with experts.
An example is buying a car, where a lot of time is invested in research, test drives and expert analysis before the final decision is made.
Habitual purchasing behavior
In contrast to complexity, habitual occurs when consumers make frequent purchases of low-involvement products or services based on habits and routines.
In other words: this type includes the regular purchase of everyday products, for example, where the decision is automated and driven by habit, often without extensive analysis of the available options.
Impulsive buying behavior
An impulse purchase occurs without prior planning, being triggered by emotional stimuli or irresistible promotions.
Impulsive buyers act spontaneously, without going through the traditional stages of research and consideration, skipping steps.
They are mainly attracted by mental triggers and flashy displays, which are examples of strategies that can influence this behavior.
Social purchasing behavior
Influenced by the social factors that permeate everyday life, social behavior reflects the opinions, preferences and experiences shared within groups.
This means that when friends, family and other reference groups express an opinion, they are able to influence the formation of consumer choices.
You know when you want to eat at a nice restaurant and ask a friend? That’s a social choice!
Marketing Strategies at Each Stage of the Decision Process
When understanding the consumer journey in the purchasing decision process, it is important to adapt Marketing strategies for each specific phase.
See how:
Learning and discovery
In the initial phases, when the consumer is still absorbing information and understanding their needs, adopt strategies that help them in this process:
- Targeted Content Marketing: Develop educational content, in the form of blog posts, videos, and infographics, that addresses common questions and concerns of your target audience . This helps build authority and provide relevant information;
- SEO (Search Engine Optimization): optimize your content so that your website appears at the top of search engines. This way, when consumers search for information related to your products or services, your website will appear first;
- Targeted Paid Media: Use targeted ad campaigns to specifically reach your target audience.
Consideration of the solution
Here, the consumer is looking for solutions and evaluating options. So consider these strategies to positively influence this stage:
- Email Marketing: Send personalized emails with additional information, reviews and special offers to keep your brand top of mind in the consumer’s mind;
- Webinars: hold educational live sessions, demonstrating how your product or service can solve their problems. This provides a more interactive and informative experience;
- Product demonstration: Offer free online or in-person demonstrations to allow consumers to try out your product before purchasing. This reduces uncertainty and gains the trust of your potential customer;
- Remarketing campaigns: Stay present in the consumer journey by showing targeted ads to those who have visited your website. This reinforces brand recall and encourages return visits.
Purchase intention or decision
In the final stage, where consumers are almost decided to buy, creating strategies that highlight the benefits of your offer is what will make the difference.
Here are some ways to do this:
- Special offers: Present exclusive offers, discounts or promotional packages to encourage immediate action;
- Customer testimonials: Highlight positive testimonials and reviews from past customers to build trust and validate the quality of your product or service;
- Technical support: provide technical support to answer questions and provide additional information, demonstrating how committed your company is to customer satisfaction;
- Chat channels: Offer real-time chat channels to respond to queries instantly, providing a faster and more personalized shopping experience .
Strategies to influence the purchasing decision process
With such a dynamic market, where ideas and preferences flow so quickly, strategies to capture customers’ attention also need adjustments.
With that in mind, here are some ways to improve the customer journey and increase the conversion rate:
- Keep your strategies up to date: conduct regular evaluations of your marketing strategies to ensure they remain relevant and are delivering the desired results. Keep up with the latest market trends , consumer behaviors and technologies that may impact purchasing decisions;
- Use information about the purchasing decision process: analyze data from the process to identify patterns and trends. This allows you to personalize messages, offers and experiences, adapting them to the preferences and needs of different customer segments;
- Support tools: Explore analytics tools to deepen your understanding of consumer behavior at every stage of the decision process. Use marketing automation and CRM solutions to optimize campaigns, track interactions, and deliver personalized communications at scale.
Win over the reader at the right moment!
If you’ve made it this far, you’ve seen how success in winning over consumers lies in the ability to capture them and strategically guide them through the purchasing decision process.
Therefore, it is important to build the brand’s authority in their mind from the first contact!
By directing specific strategies to each stage, from awareness to final decision, your company can create a fluid experience for the potential customer, better guiding them towards purchase.
For more personalized information and Marketing strategies targeted at your business, speak to an Enjoy Minder specialist!
