According to Google, 84% of users are actively selecting a product or service every day. Some view up to 6 categories simultaneously. Every 4 users select a product/service from their smartphone.

How modern users choose products

Google makes the following recommendations based on the results of the US audience survey:

1. Online customers need help

The main task of the brand is to attract the attention of a potential buyer, and the optimizer – to facilitate the user to choose the right product or service. Google recommends you to resort to ready-made shopping lists. The research shows that users often make lists, plan purchases: on paper, in a smartphone, in a special application, on the site.

Google records a 150% increase in requests for ready-made shopping lists. So Shopify Advanced Bundle Products would be a great solution for your E-Commerce shop. Examples of such ready-made solutions are lists of what is needed for:

• Schools/kindergarten
• Pets (puppy, kitten, parrot)
• Maternity/newborn
• The child on a trip/rest
• Slimming
• Shish kebab/meal 

There is also an increase in requests with the phrase “what to take”, “what is needed for” by more than 50%. Examples of such requests are:

• What to take to the hospital.
• What to give a girl/boy for… years…
• What to buy for a puppy

2. Buyers do not care about the brand.

At an early stage of the purchase, when a user has a need for a product/service, a brand matters. 9 out of 10 users do not think about the brand when they start to buy a product/service.

Users are less and less thinking about brands. This proves the growth of requests like “brands [goods]”. Examples:

• Sock brands – increase of +150%.
• Male watch brands – 70% increase
• The best brands of women’s handbags – 140% increase
• Cosmetic brands – increase of 150%

Recommendations: It is important to provide buyers with information to help them make their choices, narrow down the options or close the user’s choice in the company’s range.

3. Users can change the decision

The user wishes to receive information here and now. According to Google’s survey, 80% of smartphone users prefer a brand on a website or application that makes it easier to get the information they want. And more than half of mobile users will opt out in favor of a competitor if it offers more useful information.

Google points to the following important aspects of the online buying process:

Easily returning to the point of purchase after a session has been interrupted – 43% of users believe that online stores should be able to return to the point of purchase where the previous session was interrupted.

Simplicity and speed of ordering – 61% of users believe that the site should automatically pull up the data entered by the user at the previous purchase.