The Big Picture Cognitive Dissonance can whisk buyers away An ambiguous but very real set of reasons prevents customers from furthering or completing their purchase journey. Typically – confusion, lack of information, too many or insufficient choices, cumbersome navigation, and poor artifacts. 70% of buying journeys start digitally; however, each session results in only a 1% purchase rate . The reasons are difficult to understand, highly dispersed, and hidden deep within behavioural patterns left behind by the customer. This is especially true with complex purchases - financial products, insurance, telecom, technology, healthcare, etc.
Fractal developed and deployed an innovative
patent-pending technology called AIDE to uncover the reasons for dissonance and enabled operationalization that resulted in significant turn-around results of the digital-first buying journey.
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