Decision Stage Content
In one sentence
Material that helps someone finish choosing and commit.
Analogy Mental model
The test drive. The decision is nearly made, and the last step is to experience the thing.
In practice What you actually do
Transactional queries: price, demo, trial, buy. Product pages, pricing pages, case studies with return figures, free trials, recorded walkthroughs. Remove friction rather than adding persuasion, because the visitor is already persuaded.
Where people get burned Pitfalls
The remaining doubt is usually specific: what if it does not work, what if we need to leave, what does it cost at our size. Pricing behind a call and a trial behind a card answer those doubts with silence.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →