Five ways the new digital consumer funnel changes the buying decision

Recent surveys by Google indicate that more than 90% of consumers search online before completing a purchase and transit through multiple touchpoints until making a decision. BrightLocal studies show that about 99% of users consult digital reviews at some point in the journey. 

The data help explain why the classic decision funnel, based on linear and predictable steps, has lost ground to a model marked by continuous cycles of discovery, evaluation and choice.

Rafael Somera, CEO of Solutist and expert in consumer behavior and digital presence of local businesses, says that the purchase decision occurs before the first direct contact with the company.“The consumer discovers a brand in a channel, but goes to others to validate if it is reliable, if it is active and if other people speak well of it. When this check does not happen, the choice simply does not consolidate”, he says.

The discovery stage no longer depends exclusively on advertising or physical presence.Finders, social networks, maps, marketplaces and content platforms have come to function as simultaneous entry doors.Google searches indicate that the consumer switches, on average, between three and six channels during the decision process, which reduces the effectiveness of strategies focused on only one point of visibility.

In the evaluation phase, behavior becomes more judicious.Updated basic information, recent photos, responses to comments and coherence between channels directly influence the company's stay on the consumer's radar. Google Business Profile data indicate that complete pages can generate up to three times more interactions than incomplete profiles. “It is not enough to be found. The company needs to sustain presence when the consumer returns to check”, Somera notes.

The choice, in turn, is no longer the end of the process. Evaluations, comments and recommendations feed new journeys and expand the weight of digital reputation. According to BrightLocal, trust in online reviews is close, in many cases, to personal indication, making the post-purchase experience an active part of the decision cycle.

For companies, the main benefit of this new model is the ability to capture demand throughout the entire journey, and not just at the end. The first step is to understand where the consumer searches, compares and validates information, ensuring minimum consistency in these environments. “Digital presence today is not being everywhere, but being at the right points, with reliable and up-to-date data”, says the executive.

In hiring specialized companies, care is to prioritize integrated solutions, capable of unifying visibility, reputation and content. Fragmented strategies tend to generate noise, increase costs and reduce efficiency.“Quick results promises without maintenance are not sustained. The consumer returns to check and the company needs to be prepared for this continuous return”, he says.

In an environment of high competition and dispersed attention, understanding this new cycle is no longer just a competitive advantage.For companies of different sizes, it has become a factor directly linked to the purchase decision, recurrence and permanence in the market.

From this new behavior, some practical guidelines help companies structure presence, evaluation and choice throughout the digital consumer journey.

Rafael cited five practical points for companies to operate the new digital decision funnel

1. Map where the consumer discovers the companyIdentifying which channels the public starts the search, such as search engines, social networks, maps or marketplaces, is essential to get on the initial radar of the decision.
   
2. Ensure consistency of information across all channelsDivergent address, time, service or contact data generate mistrust in the evaluation phase and weaken the choice decision.
   
3. Treat reviews as part of sales strategyEvaluations are no longer a consequence of the purchase and have directly influenced new decisions, requiring constant monitoring and responses.
   
4. Prioritize continuous presence instead of one-off actionsIsolated investments tend to lose effect quickly, while consumer decision involves successive returns for checking.
   
5. Seek integrated solutions to manage the digital journeyWhen hiring specialized companies, the ability to integrate visibility, reputation, and data into a single stream reduces costs and increases efficiency.

By transforming the purchase decision into a continuous cycle, the digital consumer has raised the level of demand on presence, consistency and reputation of companies. 

In this model, being found is not enough, it is necessary to sustain trust throughout the journey. “The consumer observes, compares, returns and only then chooses. Who understands this rhythm starts to influence the decision from the first contact”, he concludes.