How to Increase Consumers’ Purchase Confidence?
In 2024, Google partnered with Ipsos to survey over 18,000 people across 18 markets to understand what truly drives consumer purchase confidence.
According to this research, purchase confidence comes from three key factors:
1. High Category Knowledge
“Consumers with high category knowledge have 4.9x higher confidence in making a purchase.” ~ Google
2. Relevant Information
“Consumers who receive relevant information from a brand are 3.2x more confident in purchasing from it.” ~ Google
3. Strong Connection to the Brand
“Consumers who feel a strong connection to the brand have 2.4x higher confidence in making a purchase.” ~ Google
What consumers have to say about purchase confidence, according to Google research:
- 79% of consumers say they’re more confident when they feel they’ve done the necessary research.
- 75% of shoppers cross-check multiple sources to verify the information they find.
- 75% of consumers want brands to demonstrate that they understand their needs, and 61% want that understanding reflected in branded communications.
What’s the benefit of building purchase confidence in consumers?
1. Tremendous Word of Mouth:
“Consumers who are highly confident at the point of purchase are 18X more likely to recommend the brand to family or friends than those with low confidence.” ~ Google
2. Higher Satisfaction:
“Highly confident consumers are 10X more likely to be very satisfied after buying.” ~ Google
3. Repeat Purchase:
“Highly confident consumers are 6X more likely to say they would ‘definitely buy again.’” ~ Google
Additionally, 55% of consumers report they continue to purchase products because it’s “easy,” even when they believe better alternatives exist.
Building consumer confidence isn’t just a nice-to-have — it’s the foundation for stronger loyalty, better satisfaction, and powerful word of mouth. Focus on relevance, knowledge, and ease to create meaningful connections that convert.
Ready to build that confidence and grow your brand?