Purchase effect
The chance of getting further sales out of an existing customer is most strongly influenced by how well you delivered the product to them. Problems with delivery do not automatically have a negative effect. A delivery problem can lead to a positive effect if your customer service response is above average. Sorting out a customer's problems in a manner that shows you care and that the customer is important to you can have a more positive effect than simply delivering smoothly.
The purchase effect accumulates with multiple purchases. In other words, customers form an overall impression based on their accumulated experience of multiple purchases. The more purchases they make, the less effect each individual purchase has.
Purchase threshold
It is important to understand the relative size of the purchase threshold and the factors of which it is composed. Companies often underestimate the resistance potential customers have. The main purpose of the site's content is to address and overcome the factors that make up the purchasing threshold. Successful sites are created by a process of consciously identifying and addressing each element of the visitor's purchase threshold.
The factors making up the purchase threshold are not just intellectual but also emotional. People require information, but they also require motivation. No matter how much product information you provide them with, the actual decision to purchase is always an emotional one.
