Try to buy a lamp, a mobile phone, or hiking shoes online, and you will immediately realize: the offer available on the net is enormous; there are billions of brands, products, variants, and the risk is to be confused and overwhelmed by all this abundance.
A buying guide can be fundamental in the first phase of the customer journey!
If you have no idea what it is, you can read this article from our blog: Create a perfect customer journey for your site. Many potential customers already know which product they want to buy, but they may not yet know which product features might be essential for them. You can help them make the right decision and thus become a reliable and authoritative source that guides the purchase choices of those who visit a site like the best canada online casinos or online shops.
How to write a buying guide
Imagine that a potential customer, attributable precisely to the target consumer/consumer you want to reach, arrives at your shop: this is likely the first time they see your products, or maybe they only know them superficially. A buying guide would give an overview of the essential characteristics of your offer and would therefore be a fundamental basis for deciding whether to buy or not. Here are our tips on how to proceed step by step:
- Collect the questions that potential customers ask themselves most frequently before purchasing: you can rely on questions they have asked you directly or read on the forums or social media.
- Please list the most important answers and explain when it is best to choose a specific type or category of product.
- Review your guide to see if the information given is objective and can be supported by facts and numbers
- Ask several people to read the guide and indicate phrases and words they cannot understand. Also, ask them if the reading helped them clear their minds about the product they want to buy
- Publish the guide on your site and optimize it for search engines
How can the guide grow my business?
Helping potential customers is always a significant move in and of itself, but businesses need to sell to survive and grow. A buying guide is a tool that will indirectly increase the sales of your products. Because?
- Make your business inspire trust and authority: through the guide, you share your knowledge about a specific type of product/sector with readers; for this reason, those who visit your shop will be more inclined to choose your offer and not that of the competition.
- It gives potential customers the confidence to decide with awareness, without feeling “overwhelmed” by your offer: a great reason to stay in your shop and not run away!
- You will limit the risk of returns because customers will be able to choose the right product for their needs.
A buying guide by the best australian casino can also benefit from an SEO point of view: the questions mentioned will contain the perfect keywords to attract new traffic (and therefore unique and new customers) from Google!
List of the essential questions
To structure your buying guide effectively, you can draw up a list of questions to guide the reader to choose the right product based on their answers. Starting from this list, you will also describe the various options in your offer and explain under what circumstances it makes sense to choose one type or variant of product over another.
“Will you wear shoes when the temperature is hot or cold?”
Leather trekking shoes are recommended when the temperature is hot: they make you sweat less and reduce the risk of excruciating blisters in the feet. However, if the temperature is cold, it is better to opt for shoes in synthetic fabric because they keep the feet insulated and warm.
This basic information will help customers choose the material that best suits their specific needs at any given time. It can be said that your buying guide is essential to encourage those who visit your shop to buy with awareness.
But what is the difference between a buying guide and FAQs (“frequently asked questions”)? In the first case, take into account the questions that the customers might have, and that would certainly help in choosing one product over another. However, in the second case, it is a list of questions that consumers have already repeatedly asked.
Objectivity in the information inspires trust in the buyer.
In the first phase, consumers are not yet ready to purchase because they must first understand if that given product will satisfy their needs. If you provide objective information about your offer instead of just resorting to catchy phrases that push people to buy without overthinking, this will help customers make the right decision.
The use of objective information, based on facts and numbers, will inspire the confidence of new and new customers and strengthen that of existing customers. You will also show that you are an authority on the subject, and this combination of trust and control will make your business irresistible.
Imagine writing the buying guide for people who have never bought the type of product / s you sell before: keep the communication as simple as possible and, if you have to use specific jargon (for example, technical), always explain the meaning of the words used. Ask a few friends to read the guide and point out any terms they don’t understand.
Driving can motivate people to buy your products.
Always remember that before making purchases, people do research online. In this research phase, the buying guide can be helpful and decisive. Potential customers may also look at your site’s pricing page to see if they can afford to buy your products. They may also read your business presentation page to learn about your business history and the values on which it is based.