20% of customers respond to validation This is the fourteenth of 20 daily THOUGHTS examining emotions in marketing.There is no doubt that confusion can retard the purchase process. Consumers tend to take a great deal more time to make a purchase when they are confused. Confusion can occur at any stage in the purchase journey, […]

20% of customers respond to validation This is the fourteenth of 20 daily THOUGHTS examining emotions in marketing.There is no doubt that confusion can retard the purchase process. Consumers tend to take a great deal more time to make a purchase when they are confused. Confusion can occur at any stage in the purchase journey, and it impacts significantly on conversion rates and the value of a sale. Confusion can also continue beyond the point of purchase. It impacts customer satisfaction and, therefore, repeat business and referral rates. Research suggests that many people remain confused, even after making a purchase. This can certainly be the case when a customer visits an Apple store for example, where to admit confusion might give the impression that the customer is not ‘with it’ and not a part of the ‘in-crowd’ with the knowledge that all in-crowd members have. Such confusion can be rational…