This is how customer´s decision-making process works

Yes, you read it right. Neuroscience speaks of three clearly differentiated brains that your customers have (you and I too, of course). They are three areas physically divided into a normal brain that react differently to sale impulses. Although they are three, they are also often divided into two systems in regards to decision making: 

You have to know how and when to use each of them if you want to refine your process from the scientific point of view. 

The most primitive human lies here, it is the basis of system 1. It is the oldest brain and rules the most instinctive decision-making, related to survival and, consequently, everything related to avoid pain and suffering. 

And, what is decision-making other than some suffering? Having to choose assumes overcoming pain points, obviously non-physical, but there is always a sense of discomfort, because every decision depends on many variables, it conditions us and implies waivers. We are "lazy" by definition and we try to avoid and minimize everything that makes us think too much. 

One of the bibles in this aspect is the book 'Do not make me think' by Steve Krugs (highly recommended and also entertaining). In a nutshell, Krugs basically says that all you can simplify the decision making process, all those points of pain that you can save, will make the brain work more impulsively rather than rationally. Therefore, the conversion percentage will be always higher. 

From the point of view of marketing, decisions which are taken here are probably the most interesting and impulsive. If we manage to activate the purchase decision from the reptilian brain, we make sure the user makes the acquisition in a visceral way. When we show him the product or service his brain responds: "give it to me right now!” he does not wonder: "but, do I need it?", "does it fit at home?" or "can I find it cheaper?"

Purchase decisions that affect the brain, reptilian or primitive are those in which: 

We have just said that the reptilian brain is basic and the emotions that it manages are the most basic too. 

There is a second layer, a second brain. It is the emotional brain which contains the limbic system. It is the place where reside emotions are, the value judgments, intuitions, or positive and negative "vibrations", it is directly involved in system 1 of the decision-making process, that means not to think 

Decisions that go through this third brain involve really reflection of truth. It is the newest of all of them and, because of that it is called Neocortex. 

The critical capacity for decision making is concentrated in this type of brain. Somehow it is the enemy of marketing. We can have a fantastic product, but if we do not play the game we will not activate the necessary means to decide for the purchase. 

Thoughtful customer or that who enters this phase will be much more thorough. He needs other resources and arguments to be able to make the purchase. He is concerned by benefit, value for money, durability, if it has consequences for their health or for the environment... 

Such decisions will be encouraged by using some resources different from those used in impulsiveness. For example, the social proof (other customers have bought it and give positive opinion), the comparison tools to give rein to their critical sense, secure seals and assurances -recognized credit cards or banks logos  to seals of trusted online issued by entities that he knows and respects. 

The three brains, to a greater or lesser extent, are involved in the decision-making process. We must be very clear about who is our audience and the nature of our products in order to be able to know if we have to use one or another system (although, by default ,the less we make the user think the easiest the sale will be). 

Usability and CRO do everything flows naturally and the client finds the least possible friction points. This is basic to get more out of those users we have already acquired.