The customer journey - pre-purchase to post-purchase
The neuroscientists used the five point Likert scale to assess a number of essential elements. These elements can be broken down to make a number of touchpoints throughout the entire buying journey – pre-purchase, purchase, and post-purchase.
So, to break it down:
Pre-purchase
This includes all the elements that make up the customer’s search for information and discovery of a product.
Purchase
Here we looked at the checkout and payment journey.
Post-purchase
Last but not least, this section includes the shipping and returns experience.
Looking in more detail, here are some of the elements that formed part of the neuroscientist’s analysis.
Search
Touchpoints, product info, availability, comparisons, reviews, search filters, contact etc.
Purchase
Access to basket, wish lists, delivery options, order history, sign up, login options etc.
Payment
Trust, gateway, processing, process, 3-D Secure/SafeKey/Bank, validation info, payment exceptions etc.
Shipment
Shipping cost, shipping method, delivery dates, reference number, tracking info, notifications, personalisation, carrier/retailer interaction etc.
Return.
Ease of return, labels, process, refund, confirmation, return status information etc.
