Characterized by high involvement and significant perceived differences, complex purchases are usually “big ticket” items. Due to the perceived risks, buyers will spend a lot of time doing pre-purchase research.
Content for these buyers must be in-depth. Detailed specifications, user-generated reviews, and side-by-side comparisons are perfect for the complex buyer. Animated videos and memes are not the type of content for this situation. Detailed content will allow the consumer to research the product before actually deciding to buy. Not providing this type of content to potential buyers is a ticket to failure. Big car sites, such as AutoTrader, are perfect examples of companies who understand this. Their sites have a plethora of information and tools for consumers to research their dream car without leaving the website, enabling them to reduce their risk of buying a car.