It’s clear to us all how the internet has made it easy for consumers to research products, brands and services. Deloitte reports that 81% of us read reviews and check ratings before purchasing. We also have social media, influencers, forums, blogs and more. We are living in an age where consumers have more information, more choice, more supposed autonomy over their purchase decisions.
As I write this, the coronavirus has caused havoc in society due to the overwhelming amount of information circulating on the internet. On social media, people are criticising governments and their decision-making, a failing of trust in long-standing institutions. This scenario illustrates that, paradoxically, having more information available to us online can disempower us.
The same is true for businesses, where overloading consumers with information can overwhelm rather than empower. In a study by the Harvard Business Review, it was found that simpler purchase-decision journeys had higher conversion rates. Simplicity was preferred over highly detailed information.
It makes sense then, that marketers should aim to simplify a customer’s purchase decision journey. In McKinsey and Company’s research report, it mentioned engaging consumers in the right time with the right message was key for maximum engagement. By tailoring marketing strategy around consumer’s decision journeys, needed information can be more effectively provided to consumers.
The management of channels, clarity of messages and their timeliness is therefore important to maximise engagement. Similar to announcements on the pandemic, delays and lack of clarity in messaging have resulted in chaos.
What are some examples of businesses you know that have simplified the purchase journey for their consumers? Leave a comment!
Traversing the Digital 
An interesting read Ann! I would say Adobe is a company that simplifies the purchase journey for its consumers. The company encourages constant feedback from users and commits to its customer’s needs and wants. Moreover, Adobe provides a support community and access to online help with staff for users who need help with adobe programmes which helps clarify any inquiries.
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thanks! Personally disagree, being an adobe user myself haha! Their customer support is confusing. Despite that though, I do agree that their website is very clear on the various packages on offer!
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Great article there! 🙂 I think Mecca offers a pretty simplified straight to the point purchase journey for consumers. Their website has got their products sorted according to brands, product category (shampoo, cleanser, mask etc.) and even skin concerns! They’ve made the entire purchasing process even simpler with an online live chat feature and hassle-free checkout system. The only downside is that the live chat doesn’t operate 24/7 and some consumers may change their mind if they fail to get assistance instantly though.
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Thanks! Just had a look at their website, it is indeed very clear how they’ve sorted their products! I think it’s especially important for them since they have so many different product lines. It’s also interesting that live chats are replacing regular customer help lines and general in-store staff providing assistance. I suppose with how connected consumers are today, instant gratification is critical in comms between customer and the channels we use as digital marketers. No wonder AI chatbots are becoming the norm!
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