The consumer has picked a winner. However, two things can still get in the way:

Seeing a cool ad, a friend’s new gadget, or a "Low Battery" notification.

Provide clear comparison charts or "USPs" (Unique Selling Propositions) to make the choice easy. 4. Purchase Decision (The Big Moment)

Some buyers care more about style, while others care more about durability.

Create content that highlights a problem the user didn't know they had. 2. Information Search (The Deep Dive)