What Do 98% of Consumers Do Prior to Buying a Product?

“What do 98% of consumers do before buying a product?” This is just one of the many questions businesses are always trying to understand how consumers make decisions. 

The answer is simple: research.

Before purchasing anything most consumers first take time to do their research. They compare prices, read reviews, and check out alternatives. This phase is incredibly important for shaping their final decision. But what exactly does that research look like, and how can businesses ensure they’re part of the process?

Let’s break down what consumers are doing when they research products, why it’s important, and how your website’s design can play a big role in influencing their decisions.

What Exactly Do Consumers Research?

When a consumer is ready to make a purchase, they don’t just hit the add to cart and proceed to purchase straight in. Instead, they gather information to make sure they’re making the right choice. Here’s what they’re typically looking into:

• Product Information: Consumers want to know what the product is, what it does, and how it compares to other options. Does it meet their needs? Is it worth the price?
• Pricing: Price is a big factor. 98% of consumers will compare prices on different platforms, such as Amazon, brand websites, or other online stores, to find the best deal. They also look out for shipping costs and discounts.
• Reviews & Ratings: Reviews and ratings from other buyers are incredibly influential. Positive feedback from other consumers can help reassure someone that they’re making a good choice.
• Alternatives & Competitors: Consumers tend to compare products before making their final decision. They’ll check out competitors to see if there’s a better option available at the same or a lower price.

How Consumers Use Research to Build Trust

Trust is essential in today’s buying process. Consumers need to feel confident that the product and brand they’re considering are reliable. Here’s how research helps build that trust:

• Product Transparency: Consumers need to feel informed before purchasing. This means providing clear, honest product descriptions, transparent pricing, and information on what they’re getting for their money.
• Social Proof & Reviews: Good reviews, testimonials, and ratings act as powerful endorsements. If a product has positive feedback from real customers, it builds trust and reassures others that they’re making a smart choice.
• FOMO (Fear of Missing Out): Limited-time offers, flash sales, or low stock warnings create urgency and can push hesitant consumers to make a decision faster. If they feel they might miss out on a good deal, they’re more likely to act.

Role of Web Design in the Consumer Research Process

While research is key to purchasing, how your website is designed can have a massive impact on whether or not a consumer decides to buy from you. Their research process doesn’t just involve reading reviews or comparing prices. It’s about how quickly they can find what they need and whether the website makes them feel confident in their decision.

So, why does web design matter so much? 

The way your website is structured, how information is presented, and how quickly visitors can find what they’re looking for can either enhance or interrupt their decision-making process. This is why a smooth and intuitive website experience can encourage potential customers to stick around longer, explore more products, and ultimately make a purchase.

Here’s how you can do it:

• First Impressions Matter: A clean, professional website builds trust instantly; a poor design may drive customers away
• Easy Navigation: Simple, clear navigation helps users quickly find what they need
• Clear Calls to Action (CTAs): Clear CTAs guide users smoothly to the next step, like “Add to Cart”
• Fast Load Times: A fast website keeps users engaged and reduces bounce rates
• Mobile Responsiveness: Ensure your site works seamlessly on all devices, especially mobile
• Trust Signals in Design: Secure payment icons, reviews, and return policies build customer confidence

Conclusion

So, what do 98% of consumers do before buying a product? They research. They gather information, compare prices, read reviews, and build trust before making their final decision. 

One of the best ways to support this process is by investing in your website’s design. When your website is designed to help consumers easily find the information they need and build trust, they’re far more likely to choose your product over others

If you’re ready to optimise your website and provide your customers with an exceptional research experience, Chromatix, a leading web design agency in Melbourne, is here to help. We specialise in creating responsive, intuitive, and high-converting websites that guide users effortlessly from research to purchase.

Get in touch with us today to start building a website that drives results and boosts your business!