In episode 53 of the Customers Who Click podcast, I had a fantastic chat with Kenda Macdonald about buyer’s psychology and customer journey. 

I know I keep saying this, but here it goes anyway: hacks, tricks and trends come and go but truly understanding your customers and what makes them click is priceless. Consumers today are aware and savvy; they know about the many tactics brands use to nudge them toward conversions.

They don’t trust most paid ads - that cynical doubt has been ingrained in their minds after years and years of disappointment and lack of transparency. If you, however, always think about your customers first and their wants and needs, you really have a chance to overcome this aversion.

But it’s not as simple as understanding just what they are trying to achieve using your product - you also have to look at the entire buyer’s journey and how each tiny little touchpoint in your business will impact the customer’s thought process. 

Kenda is the CEO of Automation Ninjas, a digital agency specialising in behavioural marketing automation. Interestingly enough, Kenda started off as a Forensic psychology major, but while still in Uni, she got involved in marketing automation and realised there’s a massive mismatch between the way the brain works and how people put marketing together. Today, Kenda is an award-winning business owner, author of the best selling book ‘Hack the Buyer Brain’. You can connect with her on LinkedIn, Twitter, Instagram or head over to www.automationninjas.com.