{"id":13755,"date":"2020-07-16T00:57:25","date_gmt":"2020-07-16T05:57:25","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=13755"},"modified":"2020-07-16T00:57:25","modified_gmt":"2020-07-16T05:57:25","slug":"this-is-how-people-make-decisions-with-real-life-examples","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/this-is-how-people-make-decisions-with-real-life-examples\/","title":{"rendered":"This is how people make decisions (with real life examples)"},"content":{"rendered":"Reading Time: <\/span> 7<\/span> minutes<\/span><\/span>

There is no such thing as an impulse purchase.\u00a0<\/span><\/p>\n

Just because something is “inexpensive” doesn’t mean it’s an impulse decision.\u00a0<\/span><\/p>\n

Just because someone tends to purchase suddenly doesn’t mean they are making those decisions impulsively.\u00a0<\/span><\/p>\n

They’ve gone through a purchase journey – may be faster than others, but they have.\u00a0<\/span><\/p>\n

This customer thought that his purchase decision was on impulse – digging deeper, he was ready to make this decision more than anyone else.\u00a0<\/span><\/p>\n

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After speaking to hundreds of customers, I’ve become well versed in understanding how to root out the causality that led to a purchase. It’s the first step in any marketing activity we conduct.<\/span><\/p>\n

The customer starts by saying that the purchase happened on an impulse. They don’t recognize the deep exact reason behind their decision.\u00a0<\/span><\/p>\n

In reality, people go through several events that lead up to their decision.\u00a0<\/span><\/p>\n

Understanding the timeline is a gamechanger.\u00a0\u00a0<\/span><\/p>\n

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A first thought is when the customer gets the idea planted in their head that this product or service is something that they need or want.\u00a0<\/span><\/p>\n

Here’s an example of someone’s first thought back in 2018, figuring out how to become a better gamer and what is entailed.\u00a0<\/span><\/p>\n

Now, of course, a tweet tells you half the story, but you will see the progression.\u00a0<\/span><\/p>\n

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Event 1 references that first experience that clarifies that need or want even further. This customer referenced “the lady” and what she has been investing in.\u00a0<\/span><\/p>\n

She is further justifying making the purchase.\u00a0<\/span><\/p>\n

Events often are triggered by people doing or using that thing that has been in the back of your mind (the first thought).\u00a0<\/span><\/p>\n

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She starts to look – passively, meaning getting advice, seeing what people think, before she does the real work.\u00a0<\/span><\/p>\n

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Event 2 is when that product or service need is crystallized in the customer’s mind – moving them to from passive to active looking.\u00a0<\/span><\/p>\n

So although the customer found this “new method” without the mixer to make the sounds more unified and controlled, she still has the mixer in mind.\u00a0<\/span><\/p>\n

Notice her use of the word “mixer” in bold. She knows this is the best way to achieve a better sound.<\/span><\/p>\n

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A few days later, after uncovering that “new method,” she bought the mixer to make things even better!<\/span><\/p>\n

Here’s the full timeline view:<\/span><\/p>\n

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What do causality and these leading events have anything to do with conversion?<\/span><\/p>\n

Just tell me Why<\/span><\/h2>\n

Customers don’t tell you “why” they bought a product.\u00a0<\/span><\/p>\n

Or they give you top of mind answers.\u00a0<\/span><\/p>\n

You can begin to understand the “why” through the tradeoffs customers make during their decision-making process.\u00a0<\/span><\/p>\n

Marketers say, well, ask the five whys: Why do you need this? Why? Why? Why? Why?\u00a0<\/span><\/p>\n

To get to that root cause and most likely emotional and social reason.\u00a0<\/span><\/p>\n

Toyota created this infamous 5 Why’s method. The theory is by asking why, then why, and so on, you can get to the root cause and reason.\u00a0<\/span><\/p>\n

But it’s annoying to keep asking WHY?<\/span><\/p>\n

And asking why, many times, gets you top of mind answers.\u00a0<\/span><\/p>\n