The Decision Making Process – Purchase

That’s right, we’re in the 4th part of a 5-part series talking about the consumer decision making process and especially the web-based side of the equation.

Decision Making Process:

Need recognition
Information search
Alternative evaluation
Choice (or purchase)
Consumption / evaluation

So, you’ve made it this far in your prospect’s decision making process, and they’re ready to buy. You have their full attention, but the process can still be broken quite easily.

The biggest way that companies lose sales at this point is having an inefficient or confusing purchasing software (or cart). Cart dropoff is a big problem for E-commerce stores and it’s often easily preventable. If your consumer gets confused or frustrated, it’s likely that they will make the decision to purchase from someone else.

Problem #1 is making it too hard to buy from you. This could mean having a difficult navigation, not having appropriate purchase gateways (missing popular credit cards like Mastercard or Visa), or adding too many steps to get through the purchase.

Problem #2 is having confusing shipping options. If you can get free shipping on Tuesdays from 3:00 – 3:15 and only if you’re in zip codes 80521, 80107, and 12345, but never on the third Tuesday of the month, then your shipping is too difficult. This may sound like an extreme example, but anything other then live shipping rates can seem this confusing to customers. People have a general idea for how much it costs to ship items, so if you’re not meeting those general expectations, than you will be missing out on customers.

Problem #3 is a third-party payment system using a re-direct. This includes Paypal and any re-direct based payment system. As we’ve covered in other blogs, web users have become quite sophisticated, and this means being very wary of possible thefts or cyber-attacks. Any re-direct is considered quite suspect and will result in a lower completion rate.

If you fix several of these problems, you’ll see a significantly higher cart completion rate – which means more money in your pocket.

Back to All Insights

Brittany Mathisen

2023-09-27

OTM has been a wonderful marketing partner for the last four years. We have shifted marketing plans over time and they are very open and explained all the details as we moved forward with new plans. They have done everything from help design and update offices, managed social media, planning marketing events, and many more things. The Hear for Holidays Event that we do each year is one of my favorite events that we work on together. Rachel and the whole OTM team have brought my marketing vision to life and I love everything they have done for my business. I look forward to what the future holds as we continue to work together.

Yvonne Myers

2023-07-30

I worked with Old Town Media (OTM) on a quick grant project that had a 6-week timeline. They were very thoughtful about whether they could meet the grant expectations and needs before accepting the work. The team at OTM then completed extensive research and facilitated focus groups to ensure the product they created met the needs of the end-users. They met all of the grant deadlines and far exceeded our expectations of the portal they created for us! I would not hesitate to use their services again and highly recommend them to others looking for a professional, high quality, and FUN team to work with.

Julie Dokoupil

2023-07-18

OTM is a locally owned firm that I have worked with for over 13 years. They are an amazing team of people who know and understand current marketing technology and strategies. My husband and I are starting a new business and they have helped us out even with small details to get our business going.

TunDesign

2023-06-20

I have seen a significant increase in community engagement which has helped bolster our brand presence, exceeding the expectations of the entire team. Carrie and her team provides consistent communication through slack and emails which has led to an effective and trusted partnership. Truly appreciate how hard-working, agile, and driven everyone on the team is. Thanks again for eveything your team has done for our company.

David Haase

2023-06-07

OTM has done a fantastic job bringing the Fort Collins Peach Festival back to the public! OTM is dealing with several volunteers on a committee and keeping everyone informed, best in business advice and a platform that will serve us for years. We didn't know what we needed and were presented with choices and educated about each before implementation. Kerrie and Brianna have done great work for us! Dave Haase Committee Chair Fort Collins Peach Festival

Dana Sednek

2023-03-15

Using their Path to Growth Model, OTM not only gave me a path forward, but they helped me clarify my strategy, direction, and actions for how to set and launch my business. I was able to launch quickly and I see the flywheel ahead that is necessary to accelerate customer intake and revenue building. Thrilled with the outcome!!!

Liza Adams

2023-01-13

As the Head of Marketing at Encompass Technologies, I considered Old Town Media an extension of our marketing team. OTM worked closely with us on rebranding and repositioning, multiple industry-first product launches, key industry events, and integrated demand generation campaigns while we grew our marketing team and acquired new companies. With the help of OTM, we grew our pipeline and bested industry benchmarks for Software as a Service (SaaS) sales and marketing efficiency metrics. We came to rely on OTM for tactical execution to augment our team but where they added the most value was in our rebranding strategy and market positioning efforts. OTM played an integral role in conducting research and deeply understanding our market dynamics, ideal customer profile, customer challenges, competitive landscape, products and innovation, key differentiators, vision, and mission. This was no easy feat with a highly complex ecosystem, multiple segments, wide variety of audiences, and a broad array of products. Armed with market insights, OTM helped us develop a compelling brand, an inspirational story reflecting our vision and strategy, a unique and defensible market position, and messaging that was relevant to our target audiences. I appreciated that the team was respectful and empathetic, intently curious, insightful with their observations and recommendations, and candid with their feedback. OTM set realistic expectations about deliverables/scope, level of effort, roles, timeline, and cost. The team was responsive, highly collaborative, and open to suggestions. OTM plugged our expertise and resource gaps which allowed us to break the compromise between doing good work and doing it quickly. On top of that, they were fun to work with. OTM was truly a partner of the business.

Eric Dengler

2023-01-11

Great team! Small company service. Big firm power and expertise.

zach fulton

2023-01-06

Simply put, OTM is a well oiled machine! Thanks for all you do

The Decision Making Process – Purchase

Growing a business
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right partner matters.

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