Customer Decision

6 Effective Ways to Influence Customers and Their Purchase Decisions

This is my personal experience of how a company can influence customers and their purchase decisions.

In 2017, I had performance issues with my Android phone I wanted to buy a new, better phone.

And so, I did what most people do when we want to buy something. When I searched for it on Google. I had a budget in mind and wanted a phone with great features that weren’t too expensive.

I looked at all the options between $200 and $300 each claiming to be the best, such as the number one leading brand with the best features and designs.

With so many options at my disposal, I was overwhelmed, confused, and uncertain about making a purchase.

Most smartphones had great reviews, ratings, and offers but that didn’t move my decision needle.

So, I turned to a friend for advice and he suggested I purchase an iPhone 6.

Priced at $700, this was way out of my league, but I bought it.


So, what changed my mind to go for a $700 phone instead of the one for $300?

It was my friend’s experience with Apple products and his recommendation that influenced me, which I don’t regret. Obviously, the specs were great. You get the picture.

For brands, this means the experience you provide to your customer matters a great deal and only contributes to your goals of building a strong brand.

Are buying recommendations from mixed sources the only source and way of influencing a purchase decision?

Absolutely not.

With more and more brands relying on social media to market themselves, one cannot deny that the average consumer must spend a lot of time and effort going through a pile of clutter to get to what they want. Of course, this results in a quick skimming over of your content, and a quick leap onto the next thing that grabs their attention.


Is any of your information retained?

Not really. This is why you need to supplement your marketing efforts with additional steps in order to enhance the overall package you present to your customer.


Here are a few ways a business can influence the purchase behavior of customers:


1. Keep your options to a minimum

Often, consumers faced with a ton of choices tend to feel fatigued and are more likely to walk out of a store (or close a website) when they have too many options to consider.

You may think that digital communication boasting an extensive collection may work in your favor, but the opposite generally holds true.

My tip, talk about a category of products briefly and then direct your consumers to pages designed for those categories of products only. This will help them make quicker decisions about what they want to buy, rather than leaving them feeling overwhelmed by various choices.


2. Gather as many honest reviews for your site as you can

Here’s a crucial fact you must consider. Customer reviews are key for influencing purchase decisions. According to studies conducted by various researchers, 59% of customers ask their friends and family before making a purchase decision.

Customers enjoy reading reviews because they offer a glimpse into what they can expect from the product.

Reviews written by peers can help them make the right purchase decisions quickly and they may have specific recommendations for products (like sizing up when buying a certain garment).

As a result, customers are more likely to have a positive experience with your brand and will come back for more!


3. Mimic or create the market standard

Ever wonder why brands use words like bigger, thicker, creamier, and so on in their communication? Sometimes, meaningless attributes can go a long way in influencing product decisions.

For instance, Heinz ketchup rarely wins during a blind taste test, but many consumers believe that it is the leading ketchup brand in the market simply because its ketchup is thicker.

So, the next time you are formulating your strategy, think about what is considered to be an industry-standard in your field and either try to top that in your ads or mimic it.


4. Keep things simple and easy to understand

One of the most important things to keep in mind while creating a digital marketing campaign for your brand is to keep things as easy to understand as possible.

Now, this does not mean dumbing down your content. It just means that you should not over-complicate things to the point where a consumer doesn’t really connect with the message you’re trying to put out.

Simplicity and familiarity are two key concepts that can help you break through the clutter.


5. Promote an ad with anchoring

Anchoring is a concept in psychology that states that ‘consumers are more likely to focus on your product or brand when there are numbers involved in the communication.’

This is because these numbers give them something to hold onto.

For instance, ads using price anchoring or running with text like ‘Buy 1, Get 1 Free’ often generate a much higher response than an ad that just says ‘Big Summer Sale’. With consumers stuck on the idea of getting a free item with each purchase, they are more likely to buy more goods than they really need, thus boosting your sales.


6. Inspire a sense of loss aversion

If I were to tell you that you’re about to lose out on a great deal unless you act NOW, you’re more likely to buy an item, irrespective of whether you want it or not.

Loss aversion is a powerful psychological tool that marketers leverage while creating communication.

If your audience thinks that they stand to lose something unless they interact with your brand, they are more likely to hasten to engage, as opposed to coming back to it later.

Use this guide to influence your visitors and turn them into customers!

What business owners and marketers must understand is that any type of sales and marketing activity must be supplemented with some psychological tricks that can help you influence your consumer’s decisions.

After all, your brand and product are only one part of the communication. The more powerful part, creating a desire for the product.

These tools can help you influence customers quicker than you expected but ensure that your content adds value to your consumers. It is not just there to remind them of sales and discounts.

If your target audience includes Millennials, they are going to switch off faster than you can blink! But, more on that later. Stay tuned for the next blog!