A successful business sells to customers and clients regardless. Of course, this is a simplified version of why brands such as Apple, Amazon and Microsoft have created some of the wealthiest entrepreneurs ever.
The truth is that customers often hesitate before buying a product or service, with 92% of shoppers admitting to Reputation Refinery that they think twice if there isn’t a review. Therefore, it’s essential to consider your customer base’s behavior if you’re going to affect the purchasing process positively.
However, you’re not a neurologist, so how are you supposed to understand the brains of different demographics? The following aren’t guarantees, yet they will give you an insight into shoppers’ minds.
Don’t Undervalue Traditional Contact Methods
The latest releases are the most in-demand because they are sexy and exotic. Business owners believe they’ll instantly fix problems, which is why they invest in large quantities. Although certain advances are essential, such as an internet connection, it doesn’t mean the old ways of working are obsolete.
For example, research from Bright Local in 2019 showed that 50% of people were less likely to shop with an SME if the contact information was out of date. Furthermore, a phone call remained by far the most popular contact method, with 60% of consumers preferring to talk directly. Email accounted for 20%, whereas social media only got 3% of the vote.
As the data show, speaking clearly and transparently is an effective way to solve issues on the spot, but these contact methods must be accessible for shoppers and businesses to reap the rewards.
Offer a Free Trial
The age-old try-before-you-buy strategy has survived until the present day. Why? Because it works. The assumption it’s only effective for specific industries, such as the automotive sector, is a myth since several sectors leverage it to their advantage.
Supermarkets are prime examples as they regularly have free tasters for shoppers to pique their interest. By raising awareness of an unknown product, they increase the likelihood of making more sales. Casinos are also very strategic with this technique. NetBet Casino, for instance, is one of many online establishments that lets users play for free on the demo modes of slot machines and other games, allowing players to get used to their offerings. As a result, more people transition to live and real-money tables, where the profit margins are sizable. Without a risk-free introduction, though, this might not be the case.
Be Upfront
You wouldn’t lie to customers because the fear of getting caught out could ruin your relationship. And if they inform enough people, your reputation will be dragged through the mud. However, research highlights that not saying anything at all can be just as dangerous for businesses.
According to Trustpilot, 61% of people abandon their carts due to extra costs such as shipping fees. Not only are they too high, but they put more doubt in a shopper’s mind. When people are already doubtful, the smallest of expenses is enough to encourage them to bounce. Informing consumers of shipping rates and times before the checkout stage is an excellent way to negate last-minute hesitation.
The key is to be proactive. That way, you’ll regularly remove the obstacles in people’s way and give them a reason to make a conversion.
