Chapter 2

So, let’s kick off our neuroscience analysis

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The customer journey - pre-purchase to post-purchase

Courier delivery parcel Customer receiving parcel

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:


This includes all the elements that make up the customer’s search for information and discovery of a product.


Here we looked at the checkout and payment journey.


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.


Touchpoints, product info, availability, comparisons, reviews, search filters, contact etc.


Access to basket, wish lists, delivery options, order history, sign up, login options etc.


Trust, gateway, processing, process, 3-D Secure/SafeKey/Bank, validation info, payment exceptions etc.


Shipping cost, shipping method, delivery dates, reference number, tracking info, notifications, personalisation, carrier/retailer interaction etc.


Ease of return, labels, process, refund, confirmation, return status information etc.