There are two main steps of a customer’s mental journey when they are making a purchase:
When customers are making a purchase, there is a logical flow to the customer mental journey before they decide to buy.
Think of them as like gates that you need to open for the customers. You need to present them with the right key at the right gate. Giving them the key to the last gate wouldn’t help them progress through the first gate.
There’s no use of showing them you have a product guarantee before letting them know what the product is.
Shipping information doesn't matter if they don't understand the product.
A buy-1-get-1-free deal doesn’t help if they don’t see the benefit of the product.
As a seller, you’d want to first convince your customer that they need and want your products, and then remove or lessen those barriers so it’s easier for shoppers to press the checkout button.
Let's start with understanding what clicks with your customers.