All you need to know about customers’ path to purchase

Awareness 

Being a popular term in marketing, awareness is the first stage where customers are made aware of some product or service. At this stage, customers might be facing an issue that needs to be addressed. So they start finding a product over the internet that can be a solution to their problem. They may scrutinize several brands or their products on the basis of customer reviews to discover the purchasing experience of other customers. The sales are never likely to happen if the customers won’t become aware of a brand & its products. Thus, focusing on brand awareness helps to maximize the market share of a specific brand. 

Consideration 

Customers develop a consideration list in their mind which includes 4-5 popular brands before making their final purchase. By effectively demonstrating the expertise, knowledge as well as product excellence, a brand can easily get into this consideration list of the customers. While considering a brand, customers always prefer the ones that are customer-centric, problem-solving, and empathetic towards the intended audience. During the consideration stage, it’s essential for brands to provide a well-detailed and extensive sales material that outlines their product benefits and key technical differentiators.

Conversion 

At this stage, the finalization or closure of the customers’ decision takes place. Being the magical moment of truth where the customer finally decides a brand for purchase, this stage plays a pivotal role in the path to the purchase journey. It is crucial for brands to ensure a seamless sales journey for the customers at this stage. By offering a simple and guided check out, accepting numerous payment types, and using interactive & quick-loading web pages, brands can certainly maximize their conversion rates.

Evaluation 

The evaluation stage (post-purchase experience) is critical in elevating customer loyalty and boosting repeat purchases. When customers are extremely satisfied with your product post-purchase, they’re likely to give positive reviews and spread positive word-of-mouth for your brand. While the evaluation stage has a less important role in the path to purchase, it plays a pivotal role in influencing future buying decisions and repeat purchases. Thus, this stage is crucial for the long-term profitability of the brand.

Since customers browse multiple platforms and channels nowadays, it has become crucial for brands to target the channels that can truly impact their purchase decision-making process. By focusing on email campaigns, social media advertisements, content marketing (blogs, newsletters, & videos), forums, print ads, TV ads, etc. businesses can gain effective insights into the purchasing decisions of the customers. 

Personalizing is key

Personalization offers a brilliant way of tracking previous visitors’ behavior on the website. It ensures to provide product and content recommendations to customers according to their previous purchases and browsing behavior. 

Providing insightful information

In case of purchases that include a longer sales cycle, customers prefer to gather detailed information before making a purchase. By offering in-depth data and insightful information related to products and services, potential customers get a clear picture of what they’re considering buying.

Adding visual content 

Including visual content can play an effective role in a customer’s path to purchase. As video content is considered to be more engaging than text-based one, the impactful visuals of a product can persuade customers to purchase without giving a second thought.