The “Messy Middle” in Purchasing Behavior

In recent years, consumer behavior has become increasingly complex. The purchasing process, which once seemed to follow a relatively linear path from brand awareness to the decision to purchase, now more closely resembles a maze. This journey, full of detours, second thoughts, and various influences, has been defined as the “Messy Middle,” a term that perfectly captures the chaos and diversity of this intermediate phase between discovering a brand and making the actual purchase.

What is the Messy Middle?

One of the most commonly used models to describe the purchasing journey is the funnel, which represents the linear process through which a consumer moves from awareness to purchase. However, while this model is useful, it fails to capture the complexity of purchasing behavior in the digital age.

This is where the concept of the “messy middle” comes into play. It describes the exploration and evaluation phase that consumers experience after being “triggered” by a purchase stimulus and before making the final decision. In this phase, consumers navigate an overwhelming amount of information and options, creating a non-linear and “messy” journey that the traditional funnel struggles to represent.

The concept of Messy Middle has been explored in depth mainly by Google research focused on online dynamics: the consumer is constantly exploring (exploration) and evaluating (evaluation), moving from one website to another, searching for reviews, comparing products, visiting social networks, and asking acquaintances for advice. The underlying idea is that there is no longer a single purchase path for all customers, but rather a mix of experiences and influences that generate a sort of “organized chaos” in which the brand must manage to stand out and convince.

Explore and Evaluate: the two phases of the “Messy Middle”

The “messy middle” is characterized by the alternation of two main phases: exploration and evaluation.

In the exploration phase, the consumer actively searches for information, compares products and brands, and expands their range of choices. They use search engines, review websites, social media, and other channels to collect data and gain a clearer idea of the available offerings.

In the evaluation phase, the consumer analyzes the collected options, filtering and narrowing down their choice. They compare features, prices, reviews, and other factors to identify the product or service that best meets their needs.

This exploration and evaluation process is repeated cyclically, with the consumer able to go back, delve deeper, or change their mind at any time. It is a dynamic and complex process, influenced by a series of cognitive and behavioral factors.

Cognitive biases in the “Messy Middle”

In the “messy middle,” consumers use a series of mental shortcuts, or cognitive biases, to simplify the decision-making process and manage the overabundance of information. Some of the most relevant biases include:

• Category heuristic: consumers rely on simplified rules and key features to evaluate products (e.g. number of megapixels for a camera, amount of GB for a phone plan).
• Authority bias: expert opinions and authoritative figures influence consumer choices (e.g. expert reviews, awards, and acknowledgments).
• Social proof: consumers tend to follow the behavior of the majority and trust other users’ reviews and opinions.
• The power of “free”: offering something free (e.g. free shipping, free gifts) strongly impacts the purchase decision.
• Scarcity bias: the perception of scarcity or a limited-time offer increases the desire for a product or service.
• The power of “now”: the possibility of obtaining a product or service immediately (e.g. same-day delivery, instant download) is a strong incentive to purchase.

The image above clearly illustrates what we are talking about, showing how worldwide search interest has changed for the keywords “economico” (affordable) and “migliore” (best) associated with a product or service. Understanding these cognitive biases is essential for anyone operating online, because by deeply understanding them, we can use them to create more effective messages and strategies in the “messy middle.”

Implications for Marketing Strategies

The concept of the “messy middle” has significant implications for marketing strategies. Here are some key points to consider:

• Brand presence: it is crucial to be present on all touchpoints where consumers look for information, from search engines to review websites, social media, and other channels.
• User experience: providing a smooth and intuitive user experience that facilitates the exploration and evaluation of options is essential to guide consumers toward a purchase.
• Valuable content: create informative, high-quality content that answers consumers’ questions and helps them make a decision.
• Using cognitive biases: incorporate cognitive biases into your marketing messages to make offers more persuasive (e.g., use social proof with positive reviews, offer incentives like free shipping, create urgency with limited-time offers).
• Measurement and optimization: closely monitor the performance of marketing campaigns and analyze consumer behavior in the “messy middle” to optimize strategies and improve results.

A Practical Example of the Messy Middle

Imagine you run an e-commerce store for sustainable clothing. A potential customer sees your Instagram post highlighting garments made from recycled materials. Interested, they visit your site but are not yet ready to buy. They then search on Google for reviews and comparisons with other brands, read influencer opinions, and perhaps ask a friend who has already purchased similar products.

After some time, they see your Facebook ad offering a discount on a first purchase and remember your brand. They return to your site, find a detailed FAQ page about materials and production processes, read enthusiastic testimonials from other customers, and decide to move forward. However, they want to get a good deal, so they look for a promo code online. If they find one, they verify that it works and, motivated, proceed with the purchase.
All of this happens in a chaotic journey of discovery and evaluation, but by maintaining a presence across various touchpoints and providing comprehensive information, you increase the likelihood of a final conversion.

The “Messy Middle” as an Opportunity

The “messy middle” is not just a challenge but also an opportunity for brands. Understanding and managing this phase of the purchase process allows you to:

• Increase brand awareness: being present during exploration and evaluation moments increases brand visibility and memorability.
• Influence purchase decisions: by leveraging cognitive biases and providing an optimal user experience, you can guide consumers toward choosing your brand.
• Build long-term relationships: giving consumers the information and support they need during the “messy middle” fosters trust and loyalty.

In conclusion, the “messy middle” represents a paradigm shift in how we understand purchasing behavior. Embracing this new model and adapting your marketing strategies accordingly is crucial for success in the digital age.

Per andare incontro a queste nuovo caos, in agenzia ci siamo ancora una volta riorganizzati per rispondere a questa nuova sfida creando team flessibili e competenti per andare oltre il branding tradizionale ed evitare barriere tra reparti che rischiano di lasciare spazi vuoti nel percorso decisionale dei consumatori.

Ci siamo dotati di tools per applicare i principi delle scienze comportamentali per rendere la proposta convincente quando i consumatori valutano le opzioni.

Specialist di UX/UI, specialist per la misurazione e ottimizzazione (siamo tra i pochissimi certificati Google Marketing Platform per la misurazione), specialist seo per creazione contenuto, e consulenza strategica continuativa per supportare il marketing dell’azienda, in modo da creare un processo di Attract, Nurture & Convert

Abbiamo quindi realizzato un nuovo processo per massimizzare l’impatto ed avvicinare il momento del trigger a quello dell’acquisto in questo nuovo paradigma, che deve essere approcciato in modo diverso. Per questo abbiamo un team di onboarding dedicato, perchè la prima fase è determinante per incanalare tutto il lavoro.

Perchè il mondo online è in continuo movimento e noi dobbiamo seguirlo e adattarci continuamente, come devono fare a loro volta le aziende per rimanere al top.

Bibliography

Google Report on Messy Middle