Cautious customers love finding trusted reviews and recommendations online

They want to gather as much information as possible. This gives them confidence to trust the product or service and that it will deliver on its promises.

They’re easily spooked. They’ll quickly abandon a purchase if something doesn’t feel right, especially when it comes to entering sensitive data, such as payment information.

Traits of cautious customers

• Measured
• Patient
• Reliant on facts
• Values detail
• Needs transparency

Get their attention

• They pay attention to detail. So, don’t make any statements that you can’t back up with proof or known facts.
• Improving their knowledge and understanding is a great way to engage the cautious customer. It’s important to be found in the right places. And for you to be associated with other credible businesses or sources they value.
• Comprehensive product or service information is key. Voluntarily comparing yourself to others can be helpful.

Help them purchase

• Give them facts and data. Be open to questions and be accurate and logical with your answers.
• Easy ways to contact you, such as email or a question box embedded in your site, will make them feel confident they are buying the right product.
• Make sure your payment system is familiar and straightforward. What systems or brands would they trust their personal payment information with?
• Flag up positive reviews and experiences on your website. But remember: keep navigation simple and don’t bombard them with too many marketing messages.

How you will lose them

• You hassle them with too many pop-ups, ads or requests
• You’re too vague or wordy
• They don’t get the answers they need
• You’re too familiar and intense
• They don’t see you as credible