This is the key moment for any business. The moment when the user decides to buy.
While there are potentially 100 different "buyer types" out there, depending on your niche and market, some are more common than others, such as:
1. The Emotional Buyer, driven heavily by their emotions and their desire for approval.
2. The Leader Buyer, someone who thinks carefully about how their decisions will influence their appearance and how they're perceived by others.
3. The Amiable Buyer, receptive, friendly and informative, but they'll struggle to make decisions without first getting approval from others. This can make the sales process last a lot longer than you'd expect.
4. The Driver, highly assertive, but not very responsive – your typical negotiator.
And I have worked with, analysed and talked to each of them. Because in order to generate conversions for my clients, I have to know in depth what type of person buys their products or services.
That's why I often travel to analyse and get to know my clients' targets – from Iceland to Africa, from Dubai, to Google's HQ in Dublin, from walking along the Great Wall of China to attending private events, from beaches to the mountains. Today, we have active campaigns in 19 different countries.
If you don't know the habits and behaviours of the people who are going to buy from your clients, no matter how much of a marketing expert you are, you're not going to sell a thing.
I have seen digital marketing experts fail with campaigns that had enormous budgets because they didn't understand the buyer persona in depth.
It is not the selling price, the product or the service – it's the person who makes the purchase. Because behind every business decision, behind every board of directors, every parent, every compulsive or analytical shopper, behind every gift, behind everything: there is a person.
Some interesting facts:
1. 84% of consumers believe companies should treat them as unique individuals;
2. 83% of consumers trust online reviews as much as personal recommendations
3. Impulse buys account for 40% of all consumer spending;
4. 72% consumers will leave a website if it takes longer than three seconds to load.
In the picture in this blog post, I was relaxing at a hotel pool with my family. I don't like to invade people's privacy or gossip in general, but this picture sums up very well the last part of the conversion funnel that I talk about a lot with my clients.
A person with medium-high to high purchasing power, on holiday, clearly passionate about handbags. On holiday, no thoughts, remarketing campaigns do their job and... voila: conversion done and purchase made.
Remember that someone may be interested in your product or service, but now may simply not be the right time for them for whatever reason. Analysing the behavioural flows of your Google Ads campaigns and your website (we use heatmaps, analyse colours and scroll rate, etc.) is a big help in better understanding your target – and most importantly, in knowing how to approach them at the perfect moment to allow them to convert.
On to the next conversion with Google Ads!