What Do 98% of Consumers Do Prior to Buying a Product?

Ever wondered what most people actually do before they hit “buy” online? It’s something businesses have been trying to figure out forever.

The simple answer? They research.

Yep, before anyone pulls the trigger on a purchase, they’re digging around—checking prices, reading reviews, sizing up options. This research phase is where a lot of the magic (or the misses) happen.

But what does this research really look like? And how can you make sure your website is front and centre when people are doing their homework?

Let’s unpack what buyers look for, why it shapes their trust, and how your website’s design plays a starring role in tipping the scales.

What Do Shoppers Actually Research?

People don’t just blindly add stuff to their carts these days. They’re cautious. Smart. They want to be sure. So they check:

• Product details: What is this thing? How does it work? Will it actually solve their problem?

• Price comparisons: Nearly everyone hunts for the best deal. They’ll browse Amazon, brand sites, other stores—anything to save a few bucks. Shipping and discounts? Big deal too.

• Reviews & ratings: Real feedback from other buyers is gold. Positive reviews can seal the deal, while bad ones? Well, those stop sales cold.

• Alternatives: People often look at competitors to see if something better or cheaper exists before deciding.

For example, I remember working with a client in outdoor gear who saw a 30% drop in cart abandonment after adding detailed product videos and verified reviews. Makes a huge difference when customers feel informed.

How Research Builds Trust

Buying something online can feel risky. There’s no shop assistant to ask or hold the product. So trust has to come from somewhere:

• Transparency: Shoppers want honest info—clear descriptions, upfront pricing, no hidden fees.

• Social proof: Good reviews, testimonials, star ratings—they’re like the thumbs-up from strangers you kinda trust.

• FOMO (Fear of Missing Out): Flash sales, limited stock warnings, or countdown timers create a sense of urgency that can push fence-sitters over the line.

When you nail these, people feel more confident clicking “buy.”

Why Your Website Design Is a Game-Changer

Here’s the thing: no matter how good your product or price, if your website is clunky or confusing, people bounce.

A good site makes the research part easy, quick, and even enjoyable. It guides visitors to what they want without making them dig around.

Here’s what really helps:

• First impressions count: A tidy, professional look builds trust right away.

• Easy navigation: Menus and categories that make sense so people don’t get lost.

• Clear calls to action (CTAs): Buttons like “Add to Cart” or “Get a Quote” that stand out and lead people forward.

• Speed: Slow sites kill sales. Fast load times keep people hanging around.

• Mobile-friendly: More than half of shopping happens on phones now—your site has to work great there.

• Trust signals: Secure payment badges, return policy links, and visible reviews reassure buyers.

I worked on a site last year that cut bounce rates by nearly half just by simplifying the checkout flow and adding clear trust badges. Small changes, big wins.

Wrap Up

So yeah, 98% of people don’t just buy—they research. And your website is a crucial part of that journey. Make it easy for them, earn their trust, and you’ll see those clicks turn into sales.

Ready to level up your site and make the buying process a breeze? Chromatix in Melbourne knows how to craft websites that guide your customers smoothly from “just browsing” to “heck yes, I’ll buy.”

Reach out today, and let’s get started on building a site that works as hard as you do.