Three in five Americans start businesses hoping to do well and make money. However, many of these businesses do not succeed and fail in the first three years. This is because most businesses do not understand the influence of the internet on consumer buying. In this series, we engage some of the top American business people to offer advice on how the internet affects consumer buying behavior.The question we asked them in this interview series was – What advice would you share with new entrepreneurs knowing that consumer behavior is deeply influenced by what they find online? Depending on the study an average of 80% of shoppers research their product online before purchasing.


Marcus Astin

Title: Chief Operating Officer

Company: Pala Leather

Linkedin: N/A

I’m Marcus Astin, Chief Operating Officer of Pala Leather. When I start an enterprise, I take into account today’s consumer behavior when making business strategies. I recommend to other entrepreneurs to study consumer behavior first before making any decisions since consumers are usually deeply influenced by what they have seen online—whether it is promotions, reviews from other buyers, or even past experiences with previous purchases.

It is essential to have a strong online presence in order to attract customers and improve brand perception. Here are some of my tips for having a strong online presence:

1. Create a target audience and make your audience feel like they are part of your brand.
2. Keep your posts consistent with your company’s tone of voice.
3. Use social media as a way to connect with customers. Make it easy for your audience to share their experience with others on social media.
4. Make certain that all visual aspects of your website, such as graphics, icons, banners, videos, and graphics, are integrated into every detail possible.
5. Lastly, don’t forget about SEO when creating content.

Your online presence is everything. It’s how you are perceived, how your brand is represented, and how people find you. Creating a digital footprint for your business is essential for marketing and advertising


Luke Miller

Title: Founder/CEO

Company: Sequoia Acquisitions

Linkedin: NA

Build Rapport to Customers Offline and Online

“Social media doesn’t operate alone. You need to interact with customers both online and offline to influence them. Customer engagement, according to Gallup surveys, is significantly influenced by how well a business coordinates all of its touch points.

For instance, Dr. Pepper in the USA invites consumers to participate in the fun of their promotional programs by designing their own t-shirts. Through online offers that are also available offline, they are converting consumers into brand enthusiasts.

While certain sectors find it simpler to utilize both offline and online customer involvement, the secret is to recognize and capitalize on your brand’s emotional engagement with customers. Asking your audience will be your greatest option if you are unsure how to build the emotional connection”


Marcus Astin

Title: Chief Operating Officer

Company: Pala Leather


Any businessperson worth their salt knows that research is key to understanding one’s target market. In the digital age, this means studying how potential customers interact with the internet. After all, nearly everyone uses the internet in some capacity nowadays, and consumer behavior is deeply influenced by what they find online. A savvy entrepreneur will take the time to understand how people use search engines, social media, and other websites. They will also be aware of any emerging trends that could impact their business. By staying up-to-date on the latest changes in digital consumer behavior, entrepreneurs can ensure that their business is positioned for success.


David Gu

Title: CEO

Company: Neutypechic


There’s no doubt that the internet has a huge impact on consumer behavior. People are constantly turning to the web to research products, compare prices, and read reviews before making a purchase. As a result, businesses need to make sure that their online presence is strong in order to reach potential customers.

For new entrepreneurs, this can be a daunting task. There is a lot to consider when it comes to building an effective online presence, from creating a website to developing a social media strategy. But there are some basic tips that can help get you started.

First, make sure your website is clear and informative. Potential customers should be able to quickly understand what your business is all about and what you have to offer. Second, take advantage of social media. Platforms like Facebook and Twitter provide an excellent way to connect with potential customers and promote your business. Finally, don’t forget about search engine optimization (SEO). This is how you ensure that people can actually find your website when they’re searching for relevant keywords.

By following these tips, you’ll be well on your way to success in the online world. Consumer behavior may be influenced by what they find online, but ultimately it’s up to businesses to make.


Luke Lee

Title: CEO, Founder and Designer

Company: Ever Wallpaper


These days, it’s more important than ever for entrepreneurs to have a strong online presence. With so much of consumer behavior being shaped by what people find on the internet, it’s vital that businesses provide accurate and up-to-date information about their products and services. There are a few key things to keep in mind when creating an online presence for your business. First, make sure that your website is clear and easy to navigate. Potential customers should be able to quickly find the information they’re looking for. Second, take advantage of social media platforms to connect with your target audience. Use these platforms to share helpful tips and insights about your industry, and to give customers an inside look at your business. Finally, stay active on review sites like Yelp and Google Reviews. These days, potential customers are likely to check online reviews before making a purchase, so it’s important to have a positive presence on these platforms. By following these simple tips, you can ensure that your business is well-positioned to succeed in the digital age.


Kathryn Decker

Title: COO/CFO

Company: Softly Incorporated


Consumers do conduct a tremendous amount of research on products before purchasing, including seeking out information regarding allergens, harmful ingredients, environmental impact and social impact of products. This landscape is becoming increasingly complex and challenging for consumers to navigate, and frequently they become overwhelmed and give up on trying to find products in line with their values as a consumer.

Our advice is simple:
– Don’t give up. If you are concerned about the impact your choices are having, focus on 2 or 3 environmental or social causes and find products that fit those criteria.
– Small changes can have a big impact. Don’t minimize the impact that focusing on these 2 or 3 areas can have. If enough of us make small simple changes to our purchasing habits we can have a big impact.
– Don’t fall victim to decision paralysis. Perfection can be the enemy of progress. 77% of US online shoppers say they are willing to switch to environmentally friendly products, yet only 26% do. Our conversations with consumers indicate that this is frequently associated with being overwhelmed with information or not having the time to identify which sources of information are reliable.

My co-founder Mollie Hughes and I both faced the problem of wanting to be able to align our purchasing decisions with our beliefs and values but found it time-consuming and difficult to do so in practice. To counter this problem we joined forces with a third co-founder, Vikram Devdas, and are developing a browser extension that uses AI and machine learning to provide reliable transparent product recommendations to users that are inline with their value preferences.


Rax Suen

Title: Founder

Company: NomadsUnveiled


It is increasingly important for businesses to build their online narrative. Make an effort to acquire social proof to back up your products or services. For relatively new businesses, focus on methods that you have the highest control first.

Working with external media often takes time and some luck; One of the quickest ways is to ask for user and client testimonials, and showcase them on your own platforms. In addition to your own website, you can also leverage on different social media platforms to portray successful cases.

For many B2B businesses, you can also create longer form case studies or even host podcast episodes with successful clients to generate additional exposure for both businesses. There are many online media formats today, get creative and create more positive “content” to build up your narrative.


Marc Devisse

Title: President

Company: Tri-Town Construction


There’s no doubt that the internet has changed the way consumers behave. With so much information at our fingertips, it can be hard to know where to start when it comes to marketing your business online. However, there are a few key things to keep in mind that can help you make the most of this ever-changing landscape. First and foremost, it’s important to remember that consumers are looking for authenticity. In a world where we’re constantly bombarded with marketing messages, they’ll be drawn to brands that feel real and relatable. So don’t be afraid to show your personality online! Secondly, it’s important to keep your finger on the pulse of what’s trending. Social media is a great way to stay up-to-date with the latest trends and see what people are talking about. And finally, always remember that your website is your most important asset. Make sure it’s well-designed and user-friendly, as this will be one of the first places potential customers go to learn more about your business. By following these simple tips, you’ll be well on your way to success in the ever-changing world of online consumer behavior!


Gerry Finn

Title: CEO

Company: Beeline Healthcare


Data shows personal research is the number 1 influence of purchasing choice within my industry (the supplements sector in Ireland). My advice would be to invest in a high-quality website that is optimized for Google SEO, as Google ranking is essential for any new business to be successful.

Google is the number one place where potential customers research products and services.

SEO is search engine optimization. It is a set of practices to optimize your website for ranking organically within the Google search engine results.

A website needs to be mobile responsive, secure, high-speed, user-friendly, provide relevant content and be optimized for Google SEO.


Alex Smith

Title: CEO and recruiting manager

Company: Luckybobbleheads


Inbound Marketing

Successful marketing now functions differently. Customers today utilize the internet to search for the items and services they want, even before making a purchase, as opposed to businesses offering a product to possible customers.

81 percent of consumers do online research before making a purchase, thus your business must:
show up first on the search results page.An attractive website will draw in more visitors.
Through captivating content, educate the visitor about the business and its goods and services Convert the visitor into a customer
After a sale has been completed, please the client.

The goal of inbound marketing, which includes this method, is to enable the customer to find the business rather than the other way around.

The content on your website will keep visitors there and move them farther along the buyer’s journey once their attention has been aroused.

The customer will be convinced that your business is the best fit for them if you provide clear and useful content.

However, it’s crucial that content also contains cues that let users access more goods and services via clickable links and buttons.

The customer will want to know that your goods and services are of the highest caliber, therefore it’s possible that they will do more research, including looking at ‘about us’ articles, social media profiles, and client testimonials.


Caitlyn Parish

Title: Founder/Ceo

Company: Cicinia

Linkedin: N/A

For young and new entrepreneurs, I highly encourage you to be proactive and get in touch with your customers. Discover what your customers find appealing, gain an understanding of their needs by speaking with them, and convey it in your marketing language. Be genuine with your clients. Instead of speaking with them in drab and unpleasant corporate jargon, try to understand their requirements as a friend could. Ensure that your interactions with your clients are sincere. Instead of attempting to sell with every communication, engage in a candid conversation with your audience. Making emotional connections through great client experiences, top-notch service, and stimulating dialogues are key components of social media marketing.


Shaun Martin


Company: Cash for Houses

Linkedin: Shaun Martin

Make a blog about your products. Since consumers are basically looking for reviews online, it’s more optimized if they find actual reviews from your business site instead since it’s even more accurate. It’s also helpful to make your own comprehensive product review so that consumers will know what to expect from your products and why they should consider it in the first place. This way, you’re able to benefit from the traffic of this certain consumer behavior as well.


Alice Li

Title: CEO/ founder

Company: First Day


In the current scenario where people research extensively before making a purchase, thanks to the abundance of online information, it’s important to provide value to your consumers so that they can see that your product is the best out of the competition because of not one but many factors. You can add uniqueness and value to a customer’s experience by keeping in mind the following things.

For understanding attempts to transform people’s behavior, there are six general criteria. These concepts may be used by both organizations and consumers to better understand the inner workings of consumer behavior and to identify the most effective solutions.

How to make customers see the unique value of your product/service


People frequently feel obligated to repay favors or express gratitude in return. For customers, this can entail providing a cost-free sample or a sizable discount, for instance.


People are more inclined to persist with something if they get interested in it. This translates into building brand loyalty in the commercial world since once a customer uses a product or service, they are more likely to commit to paying for it again.


If more people do something, more people will probably follow suit. Other customers are more inclined to buy into a brand when it can show that it is well-liked or that its customers are satisfied across a large client base.


People are more inclined to pay attention to a professional than a random person. Consequently, while groupthink is vital, converting new customers requires a credible expert who can attest to the value of a brand’s product or service.

Similar individuals are more likely to influence the target consumer to make a purchase. People who have comparable demographics with customers are far more persuasive than people who they believe to be quite different, whether that is in terms of race, socioeconomic status, religious preference, or even related interests.


People often desire what they believe they cannot have because of scarcity. Making a good or service appear rare or as though there won’t be any left if they don’t buy right away frequently attracts customers and enhances the probability that they will buy.

With the use of these six influence principles, businesses may better navigate their potential customers and increase sales. However, keep in mind that there is a fine line between influence and manipulation, and the latter might ultimately be disastrous.


Chad Barnsdale

Title: Founder

Company: Unfinished Man

Linkedin: n/a

When starting a business, it’s important to remember that what people see online can heavily influence their decision to buy. This means making sure your website and social media accounts are well-maintained and polished, and that you’re actively promoting your products/services on these platforms. Additionally, it’s crucial to create high-quality content that engages potential customers and tells them why your product is worth their purchase.

So what does that mean for entrepreneurs? Here are some practical tips:

1. Make sure your website is top-notch. Your website is your first impression, so you want to make sure it’s a good one. This means having a well-designed site that is easy to navigate and provides visitors with the information they need.

2. Pay attention to your online presence. In today’s day and age, it’s important to have a strong online presence. This means being active on social media, having good reviews, and being listed in directories.

3. Use online marketing techniques. There are a lot of great online marketing techniques that you can use to reach your target market. Some popular ones include SEO, pay-per-click advertising, and email marketing.

By following these tips, you’ll be well on your way to success in today’s digital age.


Angelina Mahany

Title: CEO and Founder

Company: Angie’s Showroom


The best point of reference you can have for your online product is a proper rating and reviews. Always ensure to encourage your buyers to leave a review on the product. A product with an amazing rating or review gets most buyers since they already know what to expect. When they read a comment from a fellow buyer they feel that it is them and it is not biased unlike when this feedback is coming directly from you. Always make a point to respond to every review whether good or bad. Take the bad review as feedback, improve and watch the buyer return with a great review. It helps humanise your business.


Isaac Mashman

Title: Founder

Company: Mashman Ventures


Knowing the statistics behind consumer behavior in the 2020s, it is vital that entrepreneurs and brand owners take massive action to remain relevant and see success. It is wise for anyone running a business, product and service-based alike, to collect and encourage reviews! When your potential customer is researching your offer what are they seeing? Unbiased testimonials can help direct said prospect into making the decision to buy from you, versus the next guy.


Andrei Kurtuy

Title: CCO – Co-Founder

Company: Novo Resume


As the co-founder of a growing brand, I would suggest you to engage with your customers online through unique and creative content that allows them to view your product positively. Moreover, since customers are easily influenced by celebrity reviews online, I would suggest partnering with a few celebrities and creating hype regarding your product. I believe that you should use popular platforms such as Instagram and Tiktok to create trends and showcase your product’s benefits to capture a wider segment of the market.

I also believe that new entrepreneurs should focus on highlighting the values of their company online since that also influences which brands customers prefer more. You should be posting unique content which promotes inclusivity within your customers.

However, the internet can also influence your brand negatively if you receive a bad review or your marketing team posts insensitive content. Therefore, to be able to use social media to your advantage, I would suggest having a very smart creative team who knows how to deal with brand image crises as well. Your company should be always ready to deal with negative reviews and should handle complains with empathy and respect to show you value your customers.


Arsh Sanwarwala

Title: Founder and CEO

Company: ThrillX


You may have heard the saying “meet where people are” before. This saying means you want to adapt to the fact that 80% of consumers do their research online rather than expecting them to change their behavior for you. At ThrillX, we see the shift daily and continue to educate our customers on it. Here are some of the best tips that we like to share.

Your Website is Your Top Sales Person
Your website should be your primary salesperson and method of lead acquisition. It’s not just another quick task on an already long list; it can help turn visitors into quality leads that hit revenue targets. This shift in psychology means that you will give the time, effort, and budget you would have given your top performer. For example, think about the costs, equipment, overhead, travel, meals, etc., you have spent with your sales team. Are you putting that kind of budget into your online programs? You can also think about your marketing channels in terms of performance – for example, who is sending leads at the best cost – Google, Facebook, or another source?

Always Be Helping
Selling today is all about helping the customer. Guide them, answer their questions and ensure they are happy with your advice before moving on! So it’s important for us in sales not only to focus on Always Be Closing (ABC), like in the days before, but also to be supportive in helping customers reach goals or Always Be Helping (ABH). Creating information-rich content that helps people research online will build trust, so when someone decides to buy from your store, it’ll happen sooner rather than later because of how much they trust you based on the great advice you have already provided.

UX Can Transform Results
We talk about making a first impression in business; people spend thousands of dollars on clothing, the salon, and self-help books to make those great impressions. With my experience in UX and web design, I know that when a company has its website designed properly with the right structure, it can be a key component for the overall success of its marketing strategy. For example, Los Angeles-based Influencer marketing agency Influence Hunter recently redesigned their website with us and increased conversion by 385% while generating an extra 80 leads per month. We did it through UX best practices, such as removing animations that users found annoying, based on our tests, and removing too much text, among other elements.

Last Word
If you can’t beat them, join them! Make your website your top sales person by always being there to guide your customers. With the right UX, you can see a transformation in results. How will you be adjusting to the new reality of consumer behavior? Contact us and let us know.


Robie Benve

Title: Artist

Company: Robie Benve Art


A strong online presence is crucial, but the human factor is still key. Keep the focus on maintaining outstanding personal relationships with established and potential customer. Get them to like and trust the brand and the staff behind it, not just the products.


Drake Ballew

Title: Founder & CEO

Company: Practice Health


You can’t just wait for your online profile to build up based on customer responses, you have to be proactive in crafting and boosting your website’s SEO. Today, just about every company with an online presence is working on SEO. It’s the difference between reaching out to potential customers, and them finding you on their own when they do a search. Customers enjoy the experience of searching for something and finding it, and with good SEO, you get to be that thing that they find.


Kev Tilley

Title: Managing Director

Company: Mortgageable UK

Linkedin: n/a

When it comes to consumer behavior, there is no doubt that the internet has a profound influence. In today’s age of instant gratification, people are used to being able to find information (and make purchases) with just a few clicks. As a result, new entrepreneurs need to be aware of the power of the internet, have a strong online presence, and how it can influence consumer behavior. Consumers are deeply influenced by what they find online, and businesses must ensure they put their best foot forward. This means creating a website that is user-friendly and informative, as well as using social media to connect with potential customers. It is also essential to ensure that all online content accurately reflects the business’s unique voice and values. By creating an online presence that is authentic and engaging, entrepreneurs can increase their chances of attracting and retaining customers. Here are some practical tips to help ensure that your business is well-positioned to reach potential customers:

1. A current and easy-to-navigate website is a must. The information they seek should be easily accessible to potential consumers.

2. Use social media to your advantage. Platforms like Twitter and Facebook provide an excellent opportunity to connect with potential customers and build brand awareness. Your social media accounts must be active and engaging. Potential customers should be able to find information about your products or services online quickly, and they should also see that you are responsive to customer inquiries.

3. Pay attention to search engine optimization (SEO). This will help ensure that your website appears as high as possible in search results, making it more likely to be seen by potential customers. Invest in quality content. Whether it’s blog posts, product descriptions, or customer testimonials, high-quality content can make all the difference in converting leads into customers.


James Green

Title: Owner

Company: Cardboard Cutouts


Before you launch your business, you need to research what pain points your product(s) solve for your ideal customers. Once you can show your customers how you can fill a need they have, you’ve positioned yourself as an integral service for your customers. Your customer service is critical to ensuring the success of your business, especially in an online environment. Customer reviews are the difference between your business being a success and your business ultimately failing. When you ensure that your customer service is top shelf, your customers are going to tell others that your business can be trusted. Of course, you can’t make everyone happy all the time, but when the majority of your online reviews are positive, your business will see success and the key to it is great customer service.


Todd Saunders

Title: CEO



This is why SEO, and especially keywords and backlinks, are so important to success in any kind of business. You need to accurately research what your potential customers are looking for and tailor your offerings to match. This isn’t something you can just do “on the side” either. This needs to be a core focus of your marketing and web design efforts if you want your business to be successful.


Matt Miller

Title: CEO

Company: Embroker


While many entrepreneurs rightly focus on the quality of their products and services, they often forget about the customer’s overall online experience and that is why it is important to simplify it. Part of the attraction of purchasing online is the convenience, however, if a website is clumsy, hard to understand, or makes the checkout process unnecessarily complex, it can lead to a lost sale.

Ensuring that your instructions are easy to follow, limiting the steps from product selection to purchase, and making the shipping guidelines clear, will help put the customer at ease and prevent the frustration that can result in abandoned carts. By spending as much time in simplifying the online shopping experience as you do ensuring the quality of your offerings, you will reinforce that sense of convenience and increase conversions.


Cody Candee

Title: CEO

Company: Bounce


Previously, dissatisfaction with a product or service was an issue between the business and the customer but now it is in the public domain and why it is critical you are proactive in addressing negative reviews. No one likes to receive negative reviews, however, how you address them can make the difference between making a bad situation worse, or turning it into an advantage.

Responding promptly, owning the review, apologizing for the circumstances, and offering to create a resolution to the situation, will not only help put the customer at ease but demonstrate the attentiveness of the business. By addressing bad reviews quickly, professionally, and constructively, you can publicly demonstrate how you stand behind your products and services, and your desire to ensure the satisfaction of each customer.


Anthony Puopolo

Title: Chief Medical Officer

Company: Rexmd


Consumers see thousands of advertisements a week touting various products which makes them distrustful and is why you should always include the full range of reviews on your website. The old adage, “If it looks too good to be true, it probably is’ ‘, applies, as only displaying glowing reviews makes people weary of what is not being shown.

By including poor reviews and demonstrating how you addressed them immediately, you can create a sense of authenticity, in which consumers will see your business as being on the level. In being willing to show both your best and your not so perfect reviews on your website, you better gain the trust of your visitors, bettering your chances of making sales in the future.


You May Also Like

Which facelift technique is right for you?

Even though we cannot prevent these visible effects of ageing, we can…

Traits That Can Help You Succeed in Business

There are many habits that will help you succeed in the world…

Email marketing tips to boost audience engagement

The strategies you employ determine whether or not an email campaign is…

What Do You Need To Incorporate A Business In Ontario?

A business that has been incorporated enables its proprietors to run it…