The world of commerce is constantly evolving, and as technology advances at breakneck speed, so too does the purchasing journey. From awareness to consideration to purchase, what was once a linear process has now become a complex web of interconnected touchpoints and channels. In fact, according to a study by Google, the average shopper interacts with over ten different touchpoints before making a purchase.
This complexity has presented significant challenges for brands, making it increasingly difficult to form a coherent narrative and strategy that resonates with consumers. It’s no wonder consumers, and B2B buyers are experiencing greater overload and confusion in their purchasing decisions.
However, despite these challenges, there is one constant in the purchasing journey – the human factor. By focusing on the human at the center and understanding how they make decisions, brands can develop strategies and tactics that have been scientifically proven to influence and change behavior across touchpoints and channels. And because human behavior is consistent across categories, sectors, and industries, these strategies are equally effective for B2C and B2B purchasing.
The Human Factor: Why Understanding Consumer Behavior is Essential
To develop effective marketing strategies, it’s crucial to understand the human factor and how it impacts purchasing behavior. According to a study by the Harvard Business Review, emotions play a critical role in decision-making, with up to 95% of our decisions made subconsciously.
Furthermore, the decision-making process is heavily influenced by a range of cognitive biases, such as confirmation bias, the framing effect, and the bandwagon effect. These biases impact our perceptions of reality, attitudes toward products, and decision-making behavior.
By taking a human-centered approach, brands can develop strategies and tactics grounded in understanding human behavior. This approach involves understanding the motivations and needs of consumers and the emotions and biases that drive decision-making. By leveraging this knowledge, brands can create messaging and experiences that resonate with consumers on a deeper level, building trust and driving engagement.
Mapping the Complex Purchasing Journey: Understanding Touchpoints and Channels
In today’s world, the purchasing journey is no longer a linear path. Instead, it’s a complex web of interconnected touchpoints and channels.
According to a study by Salesforce, the average B2B customer now uses six different channels to interact with a brand before purchasing.
These touchpoints include social media, email, search engines, review sites, and more.
It’s essential to understand the different touchpoints and channels consumers use to interact with your brand and make purchasing decisions. Mapping out the customer journey can help identify key touchpoints where engagement and messaging can be optimized to drive conversions.
In addition, understanding the customer journey can help identify potential pain points or barriers to purchase. By addressing these issues, brands can create a smoother and more engaging purchasing experience, increasing the likelihood of conversion.
A comprehensive understanding of the customer journey is critical in today’s complex landscape. It allows brands to build a cohesive narrative and strategy that resonates with consumers across touchpoints and channels.
Strategies for a Human-Centered Purchasing Journey
So, how can brands develop effective strategies that focus on the human at the center? One approach is to create a consistent and cohesive narrative across touchpoints and channels. According to a recent study, a consistent customer experience across all touchpoints can lead to a 20-30% increase in customer satisfaction.
Another strategy is to leverage the power of social proof. A study found that 92% of consumers trust recommendations from friends and family over all other forms of advertising. By incorporating social proof elements into messaging and experiences, brands can build trust and increase the likelihood of conversion.
A third strategy is to create engaging and personalized experiences for consumers. According to a study by Epsilon, personalized messaging can lead to up to 80% higher open rates and 50% higher click-through rates. By leveraging data and analytics to create personalized experiences, brands can increase engagement and build stronger connections with consumers.
These are just a few examples of strategies that can be utilized to create a human-centered purchasing journey. By focusing on the human factor and understanding the complex landscape of the modern purchasing journey, brands can develop effective strategies and tactics that drive success across touchpoints and channels.
Realizing Success: Examples of Brands That Have Embraced a Human-Centered Approach
Many brands have successfully embraced a human-centered approach to their purchasing journey, leading to increased engagement and conversions.
One such example is Airbnb, which focuses on creating personalized user experiences. By leveraging user data and analytics, Airbnb recommends personalized destinations and experiences, building a stronger connection with users and increasing the likelihood of conversion. According to a study by Airbnb, this approach has led to a 30% increase in bookings.
Another example is Nike, which has created a consistent and engaging narrative across touchpoints and channels. Nike has built a strong emotional connection with consumers by emphasizing its brand values and creating a consistent messaging framework, increasing engagement and brand loyalty. This approach has led to a 36% increase in revenue, according to a study by Bain & Company.
A third example is Glossier, which has leveraged the power of social proof to build trust and drive conversions. Glossier has created a community of engaged and loyal customers by encouraging user-generated content and reviews. According to a study by Forbes, this approach has led to a 600% increase in revenue.
These brands demonstrate the power of a human-centered approach to the purchasing journey. By understanding the human factor and developing strategies and tactics that resonate with consumers, brands can drive success across touchpoints and channels, building trust, engagement, and customer loyalty.
The Future of Purchasing Journeys: Remaining Focused on the Human Factor
As technology continues to evolve, so too will the purchasing journey. According to a study, today, 75% of B2B buyers will make purchasing decisions based on digital experiences alone.
Despite these changes, the human factor will remain critical in driving success for brands. Consumers will continue seeking personalized and engaging experiences, and brands that focus on building emotional connections will be best positioned to succeed.
One potential growth area is using artificial intelligence (AI) and machine learning (ML) to create more personalized and engaging experiences. By leveraging user data and AI/ML algorithms, brands can create customized experiences for users, building stronger connections and increasing the likelihood of conversion.
Another area of growth is using augmented reality (AR) and virtual reality (VR) to create immersive experiences that engage users on a deeper level. By leveraging AR/VR technologies, brands can create experiences that feel more real and personal, building stronger connections and increasing engagement.
As the purchasing journey continues to evolve, focusing on the human factor is essential. By understanding the motivations and needs of consumers and developing strategies and tactics that resonate with them, brands can drive success in the complex landscape of the modern purchasing journey.
Putting the Human at the Center of Your Purchasing Journey
The complexity of the modern purchasing journey can be overwhelming. Still, by placing the human at the center, brands can develop strategies and tactics that drive success across touchpoints and channels. By understanding the human factor and how it impacts decision-making, brands can create engaging experiences that resonate with consumers on a deeper level.
According to a Deloitte study, companies that prioritize customer experience are 60% more profitable than companies that don’t. By focusing on the human factor, brands can create experiences that build trust, loyalty and drive conversions, leading to increased profitability and success.
The key to success in the modern purchasing journey is to remain focused on understanding the motivations, emotions, and biases that impact decision-making and developing strategies and tactics that resonate with consumers, brands can build a cohesive narrative and strategy that drives success across touchpoints and channels. As the purchasing journey continues to evolve, the human factor will remain constant, and brands prioritizing the customer experience will be best positioned to succeed.
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