This is the fourteenth of 20 daily THOUGHTS examining emotions in marketing.There is no doubt that confusion can retard the purchase process. Consumers tend to take a great deal more time to make a purchase when they are confused. Confusion can occur at any stage in the purchase journey, and it impacts significantly on conversion rates and the value of a sale.
Confusion can also continue beyond the point of purchase. It impacts customer satisfaction and, therefore, repeat business and referral rates. Research suggests that many people remain confused, even after making a purchase. This can certainly be the case when a customer visits an Apple store for example, where to admit confusion might give the impression that the customer is not ‘with it’ and not a part of the ‘in-crowd’ with the knowledge that all in-crowd members have.
Such confusion can be rational or irrational. Either way, it is real and it needs to be a consideration in marketing strategies. The real problem is that very often, for plainly irrational reasons, consumers do not want to appear confused. They are far more likely to put on a confident face. In some circumstances, perhaps when in the company of a friend or partner, consumers will go to great lengths to demonstrate clarity and confidence.
Research suggests that approximately 20% of consumers get so confused that they regularly seek validation, not just regarding the merits of the brand they are considering, but also the need for the product in the first place.
Reducing consumer confusion and providing validation can be very helpful in terms of driving sales volumes and increasing margins. Strategies to reduce consumer confusion can include:
- Listening and having the empathy to identify the confusion
- Sales staff with the capacity to address confusion without highlighting it
- Sales staff taking the time to explain fully in plain language
- Providing high quality and highly digestible information
- Being prepared to provide objective information about competitors
Many customers are confused when making purchases, and this confusion can be very hard to identify.
Identify and eliminate confusion in order to help facilitate conversion, repeat business, and referrals. An ongoing and apparent capacity to do this can even represent a competitive advantage.
Having staff with the skills to identify and address confusion can be a significant advantage.CORE SOURCES OF DATA
Office Hacks, B2B Marketing, CMO, IntegriaIMS, Research Services, Business Jargon, Customer Behaviour, INC, Psychology Today, Chron, Influencer, Lucidchart, Hubspot, Marketing91, Guided selling, Shopify, Business to Community, Stakla, Ferrari Chat, Entrepreneur, Influencer and Forbes