What Do People Buy From A Website?

What Do People Buy From A Website?

Category: Web Design

A while back I wrote an article that went out with the title "Why do people buy". Of course that is a huge topic to cover in a mere 500 words and is possibly the height of cheek to suggest I have all the answers... so I thought I'd compound the sin by doing one on "What do people buy?"

Given the space available, let's go straight to the heart of it: people buy people. Think about it, given a choice would you buy from someone you didn't like/trust/believe? Virtually no one would - even to the extent of paying more to buy from someone else.

Users of the average website can spend mere seconds making up their mind if they will buy from you and you may think where does that leave the ‘people buy people’ aphorism?

However, during those seconds, if you can engage them with a people based story - preferably a happy client story, especially with a photo of said happy client - studies have shown you are significantly more likely to at least take them to the next stage of the process.

I say ‘significantly’ because hard data is hard to come by with some studies saying a 35% increase, others going all the way up to a 300% increase. I suspect this disparity has more to do with the baseline than the outcome.

But the point remains: case studies work by showing potential clients that other clients like/trust/believe you.

People buy people.

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About The Author

After 33 years of running my own IT businesses, I've seen trends come, go...and come back again. With each business I've been involved in, the focus has always been on building in value for my customers. I was honoured to receive an OBE for my services to Scottish business in 2018.

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