Most people don’t struggle with sales because they lack traffic.
They struggle because they can’t tell who’s ready to buy.
That misunderstanding costs more sales than any algorithm change ever will.
Buyers don’t announce themselves. They reveal signals – choices, comparisons, validations – and once you learn to see those, you stop guessing and start selling.
Here’s exactly what I watch for when I’m deciding whether someone is close to a purchase.
Comparisons
People only compare when they’re close to choosing but where and how you look matters.
What you want are intent-led comparisons inside your niche.
Here’s how to do that properly:
Reddit (niche with comparison language)
Instead of generic searches, combine your niche with decision words:
https://www.reddit.com/search/?q=best%20software%20for
https://www.reddit.com/search/?q=tool%20recommendation
https://www.reddit.com/search/?q=which%20is%20better
(You can replace “software” with anything relevant to your market. Please bear in mind that Reddit users can be a little out there.)
YouTube (comparison-first content)
https://www.youtube.com/results?search_query=best+tool+for
YouTube comparison videos exist almost entirely for buyers who are close to deciding – just insert the search query you need.
Google (high-intent phrasing)
https://www.google.com/search?q=best+alternative+to
When someone types this, they’re not researching – they’re choosing who to buy from.
These are decision moments. You’re stepping in before the purchase, not chasing it after.
Frustration with urgency
People who are stuck and under pressure are often closer to buying than anyone else.
Not because they’re emotional but because they’ve reached the point where doing nothing feels worse than making a decision.
This usually shows up in language like:
“I’ve tried everything and nothing’s working”
“I need a better way to do this”
“What should I be doing instead?”
At this stage, people aren’t venting. They’re looking for a way out.
You’ll see this most clearly on platforms designed for problem-solving rather than debate:
Quora (decision-stage questions)
https://www.quora.com/search?q=what%27s+the+best+way+to
(Note that you’ll need to be logged in to Quora first)
Quora is where people go when they want clarity, not entertainment.
That makes it a strong signal of intent when used properly.
Frustration on its own isn’t the signal. Frustration paired with “what should I do instead?” is.
Risk-checking behaviour
Before someone buys, they usually test the water.
They read reviews, look for proof of results or check whether others got what they wanted.
Useful places to see this behaviour:
Trustpilot reviews: https://www.trustpilot.com/
G2 business software reviews: https://www.g2.com/
Amazon product reviews: https://amazon.com
When people do this, they’re already imagining owning the solution but they just want reassurance.
Outcome-focused questions
Buyers don’t ask how something works.
They ask whether it will solve their problem.
Tools like:
AnswerThePublic https://answerthepublic.com/ help you see what people are actually trying to accomplish when they search.
A simple trick: start typing a question into Google and pause. The suggestions you then get reveal what people want and not just what they’re curious about.
For a good overview of online buyer behaviour, take a look at this:
https://wisernotify.com/blog/online-buyer-behavior
And these 13 buying signals:
https://www.cognism.com/blog/buying-signals
Places that show real buying behaviour – not opinions
1. Google Ads Keyword Planner (commercial intent, not curiosity)
https://ads.google.com/home/tools/keyword-planner
This is one of the most underused buyer tools because people assume it’s only for ads.
It isn’t.
Keywords here skew commercial by default – people searching with money in mind, not just interest.
Use it to spot:
- Phrases with buyer intent
- Problems people are actively paying to solve
- Wording buyers actually use
You don’t need to run ads to use it.
2. Exploding Topics (early buyer momentum)
This is excellent for spotting problems just before they become saturated.
Unlike trend tools that show what’s already obvious, this shows:
- What’s gaining traction
- What buyers are starting to care about
- What hasn’t been over-marketed yet
Great for staying ahead of demand rather than chasing it.
3. Substack search (paid curiosity turning into commitment)
People don’t subscribe casually, especially to paid newsletters.
Search topics related to your market and look at:
- What people are paying to read about
- Which problems sustain ongoing interest
- How creators frame buyer pain in plain language
This is intent that renews monthly.
4. Etsy Bestsellers (problem-solving purchases)
https://www.etsy.com/bestsellers
This is powerful because Etsy buyers are:
- Solving personal problems
- Buying for emotion, convenience, or relief
- Spending without needing persuasion-heavy funnels
It’s a very honest reflection of what people will pay for right now.
5. Product Hunt (early adopters with wallets)
This is useful not for hype, but for comment patterns around launches:
- What people ask before trying something
- What objections show up immediately
- Which features trigger excitement vs hesitation
Early adopter behaviour is often a preview of wider buyer behaviour.
6. Chrome Web Store / App Store reviews (software-specific intent)
Chrome Web Store:
https://chrome.google.com/webstore/category/extensions
Apple App Store:
https://apps.apple.com/gb/charts/iphone
People leave reviews here after spending time with a product which means real objections, expectations and the kind of language buyers use.
This is especially strong for tools, SaaS,and AI-adjacent markets.
7. Google “People Also Ask” (decision friction)
Instead of sending people to a tool, teach them a habit:
Search any buyer phrase in Google and open the People Also Ask boxes.
Those questions reveal:
- Hesitation
- Comparison
- Uncertainty just before purchase
This is where buying decisions stall and where clarity converts.
Helping someone choose often leads to sales faster than persuasion and this week’s TED talk captures that idea beautifully:
