Sometimes you’ll see someone who scrolls through your page, even adds it to their cart, and that leaves. Most brands win or lose in the last 10 seconds of someones purchase, this is because people don’t want to buy something because it looks good, they buy it when they feel good.
Here is what goes through customers mind before they actually purchase your product, and what you can do to make this work in your favor.
1. Can the brand be trusted?
Usually, the first question a buyer asks, intentionally or not is can i trust this brand? Will all scams going on they need to make sure this is a safe option and worth their money.
They look for:
- A fast-loading website that looks good
- Real customers reviews (bonus if pictures or videos are included)
- Checkout symbols (SSL, PayPal. Visa, etc)
- Familiar brand elements (professional photography, logos, etc)
What you should be doing to build trust is using real images, not just some studio shots, visibly show customer support on the product page and add testimonials near the “add to cart” button.
2. Is this product really worth it?
The price tag isn’t the problem here, the perceived value is. The product could be 10 euros or 50 but the question remains the same, is it worth what I am paying for?
This is usually when they start comparing prices with similar products they’ve seen, they judge the quality of the product, check if they get any bonuses of benefits (free shipping, loyalty points). Even if it was a great deal, they wont convert unless they feel the value of the product.
You could boost the perceived value by showing before and after results, or showing comparisons (Ours vs. Others), you should be able to showcase how your product is the smart choice.
3. What if it doesn’t work for me?
Every person has a fear of regret, they could love your product, but they always think in the back of their head “what if I lose my money?” you need to be able to make the purchase feel low risk. What usually helps is a clear and fair return policy, social proof from other people in similar situations, and statements like “easy return in 30 days” or “love it or get your money back”
4. Will this work for me, personally?
Your product could be great, but customers will still wonder if it would fit their body, their skin tones, or their lifestyle. This is where personalization can win. Your product can feel more relevant when you diversify your products, show people from different ages, sizes, or genders. Offer clear sizing guides and have a FAQs section. You can also try to frame your product around relatable situations, like “perfect for busy moms” or “build for small spaces”
When customers can see your self in your brand and relate, they are more likely to say yes.
5. Should I buy this now or later?
Procrastination is a problem, a customer could be convinced on your product but if there is no urgency they will leave it for later, which usually means never.
You can create urgency by offering limited time offers (only today: 15% off everything), you can showcase real time inventory (only 3 left in stock!) or offer a countdown time for sales or shipping cutoffs. You can also highlight first time buyer perks. This is not about creating pressure but to remind them that waiting could cost them something.
6. Do I feel good about buying this?
Purchasing is an emotion, people want to feel responsible or smart or healthier, they want to feel like they’ve made a meaningful choice. You can increase the emotional reward by tying the purchase to something bigger (a donation or support for a cause), or by sharing your brand mission, especially if its purpose driven. You could also share BTS content of local production and ethical practices.
You can always make the customer feel more connected to the brand if they feel like they’re a part of something good.
Final thoughts: buying isn’t just a click its a decision that is mostly based on trust, so before you launch your next campaign ask yourself: am I showcasing the value in my product? Does my website look trustworthy? Have I minimized regret and maximized pleasure?
If not that’s where you start.
Ready to turn your clicks into customers? Let’s talk.
