3 Factors That Affect Purchase Decisions on Your Website

Do you know what influences your website traffic’s buying decisions?

If we hope to make as many sales as possible, we need to know what’s affecting a customer’s desire to buy from us. To learn more about what factors influence your customer’s decisions, take a look at this list:

Peer Reviews

Before buying from your website, customers will read reviews. The experts at The Neilson Company say that nearly 60 percent of those surveyed would consult a review before purchasing online.

Because online reviews affect purchase decisions on your website, make sure to include testimonials on your sales pages. Also encourage people to leave reviews of your products on major sites like Amazon to take advantage of this influential factor.

The Power of the Market Standard

Many of the consumers’ preferences are learned from societal norms and expectations.

If you look at products available on a store shelf, you’ll notice how similar they are in look and function. Revolutionary or innovative products may not be as readily accepted as something familiar.

A market standard can develop and even if it is not superior, people will purchase it based on familiarity.

Consider what the market standard is in your niche, and consider how this is affecting the purchasing decisions of people on your site.

Perceived Complication

If a customer on your website thinks your product or service might be too complicated, you’ll likely lose the sale.

Even if your product is easy and superior to the competition, customers may not automatically accept your claim that it is. They need to be shown it so they can believe it.

If people view your product or service as a complicated process: Focus on changing how your prospect views your product by redefining it. If you get them to accept that your product is easy to use, this will influence people to make the decision to purchase from your website.

(Hint: Offer 24-hour support services or how-to videos to ease their anxieties.)

Conclusion

Recognizing what influences your prospects’ purchase decisions on your website can help you make more sales.

If you know what may be preventing people from buying, you can focus on fixing the problem.

Whether you need more reviews to establish relevance in the market, or to demonstrate how easy-to-use your product really is, these factors can help you influence buying decisions on your website.

We challenge you. In the comments section below, write down what you think is affecting the purchase decisions on your website and how you can influence them.

Recommended Reading: 5 Ways to Recognize the Needs of Online Customers