It’s Going To Get Messy: Looking Inside Your Customer’s Mind

Illustration by Meroo Seth via Dribbble

Choosing a specific product from a large number of options is often a challenge. Customers must also deal with it full responsibility. When there is a small supply, choosing the best one of them becomes a little easier. When there is a large stock of goods, however, the situation is different.

Various questions arise in the customer’s mind, and he or she is often perplexed. Customers typically have concerns about which product is better, what makes it unique, how it differs from other products, and how to drive them. All of these questions either add to the customer’s frustration or offer answers to all of their questions about a specific product.

It all depends on how they approach these issues and come to their conclusions. The selection process was simple because there were few options, but as the number of options has grown, the process has become more complicated. The issue now is deciding why and how to choose a commodity. The most fascinating element is the variety of variables that contribute to its sophistication.

People become perplexed by various thoughts and, as a result, take risks they later regret. You can make it simple for them by providing coupon codes for specific items, and since people like sales and other shopping opportunities, they will approach you and want to buy from you.

People used to have to walk around the market to find a shop to get their complaints in the days before social media. Color themes, scents, and the type of music played in the shop were all important factors that prompted consumers to purchase items from that specific store.

The “Messy Center,” as Google researchers coined it, is a phenomenon. It’s the point at which internet users must sift through a blizzard of links, aggregators, advertisements, comparison pages, ratings, forums, and interest groups to make sense of everything.

They go through a lengthy mental process of going through everything to determine what is important to them and what is not. Customers make their buying decisions somewhere in this Messy Middle, and as the Commerce room becomes more crowded, this middle will eventually become much messier.

Brands must clearly understand this. They’ll be able to do that with the assistance of behavioral science.

Distractions for customers

Behavioral architect’s scientists partnered with Google’s customer analytics team to study what affects buying decisions. They looked at quest patterns and conducted observational studies.

They also performed a large-scale, in-depth experiment with real online shoppers, simulating over 300,000 scenarios in a variety of categories such as shopping, travel, and utilities. Their most important finding was that the decision-making process is far from linear.

In reality, they are moving in circles during this process. The researchers concluded that when people shop online and sort through all of the material, they are either exploring or evaluating. They are searching for a brand, a product category, or an object while they are in the discovery stage.

Then they evaluate all of this knowledge and consider the choices in the assessment stage. They go back and forth between these two mental states until they’ve decided whether or not to buy anything.

Customers’ minds use mental shortcuts, or cognitive prejudices, to help them determine whether or not to buy anything during this phase. There are a variety of variables that, when combined, confuse.

#1. Themes

Color schemes and themes used in stores are relevant because they are a major part of attracting customers. You must be careful in their selection and keep the customer’s preferences in mind. You can struggle as a marketer if the color scheme or theme is unappealing.

Color Effects Purchase Decision

When there was no trend in online shopping, all of these factors created havoc. These factors are important because, in this new age of online shopping, these factors no longer influence consumers’ purchasing decisions, and they can easily find what they want by searching the web and buying it from online stores. Retailers have no idea what their clients are thinking or doing.

They can only verify whether or not the customer has visited the website, and they can no longer entice the customer to return by using sweet terms. They can’t persuade them by lowering the prices of stores when we visit their store, but this isn’t possible in online marketing.

Internet shopping is a mess because the retailer has no idea what is going on in the mind of the consumer. There’s no way of knowing what the client wants or expects. Furthermore, you cannot allow them to make purchases, which is a challenge for retailers.

While there are no physical obstacles in online shopping and the customer cannot be distracted by them, the barriers and the mess that online shopping creates can be dealt with in some way. This can be accomplished by accepting the mess and developing solutions that will assist you in better understanding your customers’ minds.

This entire science is based on deciphering their psychology and then behaving following it.

#2. Music

The music playing in the background can often irritate the customer. They are unable to choose what they want and therefore end up purchasing something they do not want. When they get home and pay attention to what they’ve brought, they know it.

#3. Scent

There is a distinct fragrance of scents in shopping malls and other retail establishments. Some people are allergic to them, although others find them irritating.

Those who are allergic to them will leave without being able to purchase something, and those who are overwhelmed by the sweet scents will not be able to pick what they came for. Their whole focus is on the fragrance. And most people don’t understand what is going on.

#4. Social proof

Social Proof Example

We don’t trust our judgment when we’re unsure about anything. When a lot of other people seem to think a product or a brand is fantastic, it affects our opinion – even if we aren’t aware of it.

Genuine consumer feedback and ratings are easy to come by on the internet, and we’re much more likely to purchase anything if it has received a thumbs-up.

#5. Category heuristics

A heuristic is a strategy for approaching a customer’s attitude. It isn’t perfect, but it will suffice for our needs. In other words, it’s a shortcut that makes it easier for us to make decisions by using a rule of thumb as an example.

To save time and effort while shopping online, we look for brief explanations of the main product features rather than detailed specifications.

#6. The power of now

Nobody loves being kept waiting, and patience is particularly scarce when we’re out shopping. That’s why features like instant downloads and express shipping are so common among online shoppers.

#7. Authority bias

Nobody loves being kept waiting, and patience is particularly scarce when we’re out shopping. That’s why features like instant downloads and express shipping are so common among online shoppers.

#8. Scarcity bias

Scarcity in eCommerce Examples

We have a proclivity for desiring what we can’t have. If we think anything is difficult to come by or only available for a limited time, we are more likely to want it and be drawn to it.

#9. Power of free

Even if it makes no sense, we find it difficult to resist anything that costs nothing.

We will take anything that is usually having more cost on offer than the other criteria or offer is about the thing that is having with less price then customers should attract towards that thing which is on sale or having some promotion that seems to be like free because it looks more attractive, even though the second offer is a better deal.


You can use Google to help you deal with a customer’s emotional condition. It can assist you in analyzing consumer preferences based on their website visits and browser history. You can use Google search to evaluate your customer’s preferences, and then make deals based on that information.

This will also assist in the development of your revenues and consumer demands. Looking up at your client, on the other hand, is a complete disaster.

You must navigate this mess if you want to keep your customer’s journey linear because what matters are your business demand and your customers’ confidence.

You must work diligently to earn your customers’ confidence. This is possible if you give them a range of sale bundles with varying amounts of discounts. Always put your customers first, just as you would if you were a market leader in fire protection with a strong international reputation, and you will never fail.

The discovery of the so-called “messy center” is a boon to advertisers. Brands can win consumers by knowing their attitude and applying science in a responsible, intrusive manner. If you interact with the customer as they navigate the system, you’ll be able to get a better understanding of what they are.

About the Author!

Sheikh Adil is a keynote speaker on social media strategy, LinkedIn marketing & social media marketing trainer, MediaHicon digital marketing author, and MediaHicon SEO consultant for global organizations.

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