Today’s consumers are more mobile than ever—not so much in the physical sense—but in the virtual sense. One can travel around the world with a hand-held device, jumping from the Seven Wonders of the World to an African safari or the top of the Alps, all from the comfort of a sofa. In this day and age, as the demands on our time seem to only compound, we simply don’t have time to do it all, so we look for ways to get the most out of every minute. This includes streamlining our purchasing behavior. Today’s consumers value information and insight, but don’t necessarily have time to do the research themselves; therefore they trust the research and opinions of others found on review sites.


Multiple surveys involving 7,000 consumers representing a wide range of ages, income levels and ethnicities in the United States, the United Kingdom and Australia found that decision simplicity is the common denominator in a consumer’s likelihood of following through on an intended purchase, making a repeat purchase and recommending the purchase to others. “Decision simplicity” means the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options.*


In order to guide prospective customers through the conversion process faster, many businesses are steering people just looking for information to third-party review sites, but those who are actively shopping are routed to their own websites, where user reviews and ratings are prominently displayed. A navigation tool helps shoppers quickly find reviews that are relevant to the products and services they are seeking.


The study results also mentioned that the “decision simplicity index” is the best way to measure how easy it is for consumers to locate and process information about a particular brand, how reliable they perceive the information to be and how readily they can evaluate the alternatives. The easier it is for consumers to navigate this process, the higher the score on the index. The study reported that brands with high scores were significantly more likely to be purchased and also had higher repurchase and recommendation rates.


Today’s consumers may not have a lot of time to spend on researching every purchase, but that does not minimize or diminish their desire to make educated purchasing decisions. Smart businesses realize this, and the savviest ones simplify and personalize the process. Contact today and learn how we can hep you simplify your online marketing strategies.



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