In our
last blog post we discovered the importance of understanding the customer purchasing journey.
As a refresher, below are the stages of the customer purchasing journey:
AWARENESS -- CONSIDERATION -- DECISION -- POST PURCHASE -- ADVOCACY
In today's highly competitive business landscape, understanding and optimizing the customer purchasing journey is crucial for sustainable growth and success. The customer purchasing journey, also known as the customer buying cycle, is the process that potential buyers go through before making a purchase.
By strategically maximizing each stage of this journey, businesses can increase customer satisfaction, enhance brand loyalty, and boost revenue. We will explore the stages of the purchasing journey and provide valuable insights on how to optimize each step.
STAGE 2: CONSIDERATION
During the consideration stage, potential customers have identified their problem and are actively researching potential solutions. To maximize this stage, businesses should provide valuable information and build trust with prospects.
Here's how:
Educational Resources: Offer in-depth guides, product demos, case studies, and comparison content that showcases how your products or services can solve their problems effectively.
Customer Reviews and Testimonials: Display genuine customer reviews and testimonials to instill confidence in your offerings. This builds trust. Positive social proof can influence potential customers positively.
Personalized Content: Implement data-driven personalization techniques to tailor content based on the interests and behavior of your audience. As we stated in the first blog, knowing your buyer needs, wants and pain points is critical.
STAGE 3: DECISION
At this critical stage, customers are ready to make a purchase decision. To maximize conversions and ensure they choose your brand, businesses should focus on providing a seamless buying experience and compelling incentives. Optimize digital capabilities to ensure customer can buy quickly. For instance, accept various payments (ex: Google/Apple Pay, Zelle, Credit Cards or Cash).
Clear Call-to-Action (CTA): Ensure that your website and marketing materials have clear and persuasive CTAs that guide customers towards making a purchase. Inform the customer on what you want them to do next. Keep it simple and clear. Some examples of CTA are - Donate, Buy, Shop Now, Register, Enroll, Share, Tag, Visit.
Customer Support: Offer excellent customer support through various channels (live chat, phone, email) to address any last-minute queries or concerns promptly. Having a frequently asked questions page of your website is a great place to clarify and lay out the purchasing process.
Limited-time Offers and Discounts: Create a sense of urgency with limited-time offers and discounts, encouraging customers to act swiftly.
STAGE 4: POST PURCHASE
The journey doesn't end with the purchase; it extends to the post-purchase stage, which is vital for ensuring customer retention and advocacy. It costs less money to retain a customer than it does to acquire a new one.
To maximize this stage, businesses should focus on fostering long-term relationships:
Thank-You and Follow-Up Emails: Send personalized thank-you messages and follow-up emails/text to show appreciation and gather feedback.
Loyalty Programs: Implement loyalty programs that reward repeat purchases and encourage customer referrals (Ex: CVS - Extra Care Bucks).
Request Reviews and Feedback: Encourage customers to leave reviews and feedback, which can boost your online reputation and influence future buyers. Create a system that provides a link or QR code directly to your business page.
STAGE 5: ADVOCACY
In the advocacy stage, satisfied customers become brand advocates
and spread positive word-of-mouth, leading to organic growth.
To maximize this stage, businesses should actively nurture and leverage brand advocates:
Engage on Social Media: Interact with your advocates on social media and show appreciation for their support.
User-Generated Content (UGC): Share UGC created by your satisfied customers, showcasing their positive experiences. I recently went to a doughnut shop and tagged the business in the photo. The business in turn posted that content on their Instagram story.
Referral Programs: Implement referral programs that incentivize brand advocates to refer new customers.
In conclusion, maximizing the customer purchasing journey is essential for business success. By understanding each stage of the journey and implementing targeted strategies, businesses can attract, engage, and retain customers effectively.
Remember, customer satisfaction and loyalty are paramount in building a strong and thriving business. So, embrace the customer purchasing journey as an opportunity to deliver exceptional experiences and watch your business soar to new heights!
Visit
DPI’s website
to schedule a complimentary discovery call. DPI is committed to supporting our customers achieve long-term business sustainability. DPI can recommend other solutions in maximizing growth at every stage of the customer buying journey.