When people are about to buy something—whether online or offline—they usually pause to evaluate a few key things before deciding. The most important factors they check depend a little on the type of product (physical goods, digital, services), but generally these are the top things users look at:

🔑 1. Price & Value for Money

• Is the price fair compared to alternatives?

• Are there discounts, bundles, or better deals elsewhere?

• Does the product feel “worth it” for the quality/features?

🔑 2. Quality & Features

• Does it solve their problem?

• Are the materials, design, or specifications good?

• Does it have the features they need (and not unnecessary extras)?

🔑 3. Reviews & Ratings

• What are other buyers saying?

• Are there real, trustworthy reviews (not fake or paid ones)?

• How many people have bought and recommended it?

🔑 4. Brand Trust & Credibility

• Is the brand reliable/reputable?

• Do they have social proof (testimonials, media mentions, strong online presence)?

• Is customer support accessible if something goes wrong?

🔑 5. Return & Refund Policy

• Can I return it if I don’t like it?

• How easy and fast is the refund/replacement process?

🔑 6. Shipping & Delivery (for online purchases)

• How much does shipping cost?

• How long will it take to arrive?

• Is tracking available and reliable?

🔑 7. Guarantees & Warranties

• Is there a warranty or service plan?

• What’s covered and for how long?

🔑 8. Ease of Purchase

• Is checkout smooth and safe?

• Are there multiple secure payment options (cards, PayPal, BNPL)?

🔑 9. Social Proof & Recommendations

• Do friends, influencers, or experts recommend it?

• Is it popular or trending (fear of missing out)?

🔑 10. Personal Fit

• Does it match their taste, lifestyle, or needs?

• Is the sizing, style, or customization right?

👉 In short: Price + Trust + Social Proof + Convenience are the big four that most people check before hitting Buy Now.