Influence Web Purchasing
How to Influence Purchasing Decisions On The Web (INFOGRAPHIC)
by Lauren Drell
When savvy consumers are in the market for something — a new pair of kicks, a sweet DSLR camera, hair pomade, a toaster — they turn to the web, knowing there’s a wealth of knowledge and information to be had. But where on the vast Interwebs do they look? Well, that depends on what they want to buy.
According to data from M Booth and Beyond, different product categories compel people to seek information and reviews from different sources on the web. Consumers tend to go the company website for electronics, they rely on search for travel and they go to discussion forums to see what people think about different car models. Consequently, consumer electronics companies better have a pimped-out website, travel brands ought to put some dough into SEO and car companies better pay attention to what people are saying about their vehicles’ performance.
The infographic below explains where consumers go for product information — suggesting to marketers that some aspects of digital marketing deserve more attention than others. Marketers, do these consumer behavior findings align with your experiences at work? And customers, do your actions mirror those in the study? Let us know in the comments below.