Messy Middle: Using Human Biases To Optimize For User Satisfaction

The Messy Middle refers to the complex and non-linear path consumers take from the initial trigger to the final purchase decision. This concept was detailed in a comprehensive research study from 2020, which observed 310,000 purchase journeys and concluded that users oscillate between exploration and evaluation phases rather than following a straight line to purchase. The study provides a new blueprint for understanding and optimizing SEO strategies to better align with actual consumer behavior.

To optimize your content strategy based on insights from 'The Messy Middle' study, consider the following:

• Internal Linking: Create links that offer paths to evaluation, exploration, and purchase, connecting to both high- and low-intent pages.
• Cornerstone Content: Develop comprehensive pages with product information, reviews, and FAQs, and make them easily accessible, such as through the top navigation menu.
• Content Creation: Focus on high- and low-intent topics to assist users in their information foraging process.
• Category Heuristics: Optimize visual elements to highlight key metrics that simplify decision-making for customers, such as megapixels for cameras in an ecommerce store.

Traditional attribution models face severe limitations as they often fail to align with the complex and varied ways people use the internet today. The Messy Middle study suggests that the length and nature of the consumer decision journey vary greatly by product and industry, making it difficult to measure conversion touchpoints accurately across time horizons, devices, and channels. Many companies lack the sophisticated systems required to track these touchpoints, and even with such systems, interpreting the data can be challenging and subjective.

The six core biases for online purchases identified in 'The Messy Middle' study are:

1. Social Proof: The tendency to follow the behavior of others, such as through ratings and reviews.
2. Category Heuristics: Simplifying product evaluation using key metrics.
3. Authority Bias: Relying on the opinions of authorities, especially for complex or expensive products.
4. Scarcity Bias: Perceived value increases when availability is limited.
5. Power of Now: The desire for immediate gratification.
6. Power of Free: The attraction to free offerings.

These biases can significantly influence consumer behavior, from searching for a brand to making a purchase decision.

To measure user behavior more effectively, consider shifting focus from traditional metrics like bounce rate or pages per visit to metrics that better reflect the non-linear consumer journey. Metrics such as recurring visits and the average number of visits until conversion can provide a clearer picture of user engagement and decision-making processes. Additionally, adopting a 'presence gaps' approach can help identify where your brand should be visible to compete effectively, by understanding where competitors are and you're not.