We spend so much time talking about products, making them better, adding features, and improving quality. But is this what consumers are buying?
When was the last time you purchased something and spent hours comparing prices? If you’re in a rush and in need of the product ASAP, you don’t have time to compare.
When shopping, you’re often looking for a reason to stop searching. I reason to purchase a product and place your confidence in that product.
This is why two products that are almost identical can sell at completely different rates, one feels like a safe decision and the other doesn’t.
On Amazon we see this happen all the time. Brands often lower their prices because they think that is what’s stopping customers from buying. But often, it isn’t the price at all. It’s a lack of confidence.
Maybe there aren’t enough reviews.
Maybe the images don’t answer the customers questions.
Maybe the listing doesn’t clearly explain why it’s different.
Or maybe the brand simply hasn’t given people enough reasons to trust it.
The cheapest product doesn’t win for long. The one that makes customers feel most confident usually does.
When was the last time you bought the cheapest option instead of the one you trusted the most?