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Credibility, Confidence, Comfort

The internet has forever changed the way consumers buy products and services. The importance of a strategically planned website has become a critical element to a company’s, a product’s or a brand’s success.

We have created a society of educated buyers. A Consumers reaction to a visually appealing ad, is to seek out more information online and visit their website rather than making a direct phone call. Consumers will look up a company’s web address (even if they have no interest in purchasing their product or service) strictly for the reason to educate themselves. The reason people are turning to the internet is because marketing in this day and age, is done by providing information, not by persuasion. In researching your company, product or services, consumers are looking to achieve the 3C’s of the purchasing process. Credibility, Confidence and Comfort.

Credibility
Every person has heard of, met, shook the hand, or witnessed the horror of here today, gone tomorrow companies, products and services. An innate fear of ‘being burned’ lies subconsciously in every consumer when purchasing a new brand, product, or nameless product. Consumers look to/for the credibility of the company or parent company to aid in the final purchasing decision. Some research may be more substantial than others, but the purpose is for the same reason; to obtain information in the credibility of the company, product or service.

Confidence
When making a purchasing decision, consumers need to be confident in what they are buying for several reasons; health, value, legitimacy, company credibility. In a day and age where consumers are bombarded by unrealistic claims and promises, consumers are forced to educate themselves in the products they choose. Information is good, whether it is about your processes, patents, services, ingredients, USP, benefits, etc. Consumers seek confidence in their purchasing decision. Confidence is achieved by company credibility, the marketability of the product, and by realistic claims and promises made by the product and company.

Comfort
When making an initial purchase of a product or service, a comfort level needs to be achieved by the consumer. Comfort in the purchasing process is achieved through the credibility of the company, confidence in the product, the claims that are made, and the price point of the product or service. The higher the credibility in the company, and the higher the confidence level is in the product, the higher the comfort level is in purchasing a mid to higher priced product. On the flip side, less credibility and confidence in a company, product or service usually results in an expected decrease in price. (You wouldn’t expect to pay as much for a ‘Gucci hand bag’ if it was sold at a flea market by someone out of the back of a truck).

It is very possible that a consumer can achieve this process by means of an educated retailer/sales person. A good sales person has the ability to instill credibility about a company, confidence in their product and a comfort level with the consumer. However, it is unlikely that a consumer would seek information directly from a retailer about a product they heard about, read about, or stumbled across in a magazine or flyer. A strategically built website acts as a sales person, allowing customers to recieve information about your product, company, or service 24hrs a day, 7 days a week, at THEIR convenience.

An online presence has become a necessity in today’s marketplace and culture. Understanding the importance of consumer buying habits when deciding on who is going to create your website is the difference between a website and a website that will act as the foundation of your brand. By understanding the whole marketing process, you will obtain a website that will act as your primary selling tool, a primary information source about your product, and the foundation of your brand to both consumers and retailers.