Every purchase is a decision. Consciously or not, customers are asking themselves: Why should I buy from you instead of someone else?
It’s tempting to think the answer is obvious—maybe your website looks better, your products are cheaper, or your shipping is faster. But in reality, the reasons are more complicated. Customers weigh a mix of factors, and the “most important” one often shifts depending on the situation.
To make this more concrete, let’s take a walk through a strip mall. Three different stores, three very different experiences—and three lessons about what really drives people to buy.
The first store is a chaotic consignment shop. Boxes line the aisles, shelves are in disarray, and prices are nowhere to be found. The staff barely acknowledge you. It smells dank and musty. And the prices are unreasonably high for used goods. Nevertheless, you saw online that they have the exact pair of shoes you’ve been searching for—the ones you can’t find anywhere else. Do you tolerate the mess to buy the shoes?
This demonstrates the power of selection. If you have a unique product that people want, they’re willing to compromise on things like experience and even price.
Next, you step into a sleek boutique a friend shared with you on Instagram. Their sparkling displays, great lighting, and modern aesthetic piqued your interest. But before you’re even through the door, a salesperson descends.
“Hi! Big promotion today—just need your email!” “I’m just browsing,” you reply.
The store isn’t crowded, but the salesperson hovers. “Can I help you find anything today?” “You have to see our new line.” “Don’t forget—bring a friend and get 10% off!”
Every glance at a shelf triggers another pitch, and the frequent intrusions make you uncomfortable. It almost feels like you’re being chased out. As you reach the exit, the salesperson calls after you: “Wait! If you’ll just give me your email, I’ll remind you about our next sale!”
This demonstrates how well-meaning customer service can backfire. While a discount or promotion might be welcomed if you had an intent to purchase, a beautiful store loses its appeal when the experience is stressful or overwhelming.
You enter a third shop. The store is well organized, but otherwise unremarkable. The staff are friendly and welcoming, but not overbearing. You spot a kitchen appliance you’ve been wanting and check the price tag. It’s higher than anywhere else you’ve seen. You’re about to leave when a you notice a banner: “Free returns, and a lifetime warranty included on all products.” Do you buy the appliance?
This demonstrates the power of assurance. Even price-conscious consumers may see value in peace of mind.
Key Categories of Customer Decision-Making
There are a few categories that customers use when making a purchasing decisions. While each customer may place different value on each category, there are some categories like price and selection which consistently rank among the highest.
- Selection: Exclusive products not available elsewhere, one-stop shopping, stock availability, product quality
- Price: Low(est) cost, discounts, promotions, payment installments
- Convenience: Fast(est) delivery speed, reliable timelines, in-store pickup options
- Reputation: Top to mind/first to find, social proof, brand credibility
- Customer Service: Ability to contact a live person, clear communication, personalized support before and after the sale
- Assurance: Returns, guarantees, warranties, certifications
- Loyalty: Incentives for repeat purchases, exclusive offers
- Ease of Use: Simple navigation and product discovery, fast load times, frictionless checkout
- Lifestyle & Identity: Alignment with community, ethics, and shared values
The Effect of Local Proximity
Local proximity isn’t listed as a separate category because it reinforces several of the others. Being nearby can improve delivery speed, make returns easier, enhance customer service, and strengthen both reputation and trust.
The Effect of Trust on Reputation
Unlike many of the other categories, trust is not easily earned—and it can be lost quickly. Research shows that bad reviews tend to hurt purchase intentions more than positive reviews help them. A good reputation may win new customers, but a poor reputation can cause you to lose far more.
Security and privacy are especially important here. Strong practices often go unnoticed by customers, but even perceived weaknesses can significantly damage trust.
How Cost Impacts Category Importance
The importance of each category shifts with the type of purchase:
- High-involvement (often high-cost) purchases like electronics or furniture: Customers lean heavily on reputation, assurance, and service.
- Low-cost or impulse purchases like fashion or accessories: Price, selection, and ease of use dominate.
Applied to Your Ecommerce Website
When thinking about your website, remember: your frontend theme is just one element of the overall experience. Often, website optimizations focus on ease of use. That’s important, but most of the factors that influence a purchase have little to do with how your site looks or functions.
If your site is already usable—if customers can easily find what they’re looking for through landing pages, navigation, or search—then design tweaks may not deliver much ROI. At that point, the real opportunity exists in building desire.
At the end of the day, increased sales comes down to one thing: The customer must want what you’re selling.
- You can manufacture desire through marketing and storytelling.
- You can enhance desire by adding unique value.
- You can remove objections that might otherwise dissuade a customer from buying.
Your website’s purpose is to provide the tools which allow you to do those things effectively. But remember: tools don’t create desire—you do.
If your website provides the tools you need, then your time, energy and resources are best served towards communicating your unique value and telling your unique story in a way that makes customers want to purchase from you rather than anyone else. (And no, that doesn’t mean more pop-ups, promotions, and gimmicks—unless these are truly part of your unique value.)
In the end, customers don’t necessarily buy from the best-looking site. They buy from the one that gives them the best reason to.
Keep in mind: Every app and feature you add to your site increases page size (decreasing site speed) and increases cognitive load, both of which can harm the overall user experience. Simpler is usually better.