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The most common mistake of many bc data america package e-commerce sites is to think that all their customers or visitors have the immediate goal of making a purchase. In reality, many are only looking for information about the products or are simply evaluating various options before thinking about making a decision.
This is why it is so necessary to understand in depth each of the stages that occur before the commercial transaction takes place . In this way, a personalized, high-value experience will be provided that generates an impact not only in achieving the purchase, but also in customer loyalty.
Why is it necessary to know the buyer's journey?
The purchasing process includes all the steps that a potential customer follows. However, this is not unique; it can be short or long depending on each consumer. And, although the processes are specific, there are some general features that define the behavior of buyers.
Buyer Journey
The stages of the buyer's journey
There are three clear stages in the customer journey:
Recognition Stage: The buyer begins to experience symptoms of a problem, leading to educational research to understand and define their problem.
Consideration Stage: The buyer has already defined his problem, which leads him to investigate the options available to solve it.
Decision Stage: The buyer has already decided on a strategy, method or way to address their problem and is ready to make their decision.
How to create the purchase journey?
To understand buyers' preferences, companies can conduct interviews to broaden their understanding of them. Here are some questions that can help you better understand each stage:
At the recognition stage:
How do buyers describe their goals or challenges?
How do they independently seek out informational content about those goals or challenges?
What are the consequences of buyer inaction?
Do buyers have a common misconception when addressing the goal or challenge?
How do you decide which goal or challenge to prioritize?
At the consideration stage:
What categories of solutions are buyers researching?
How do you search for informative content on different categories?
How do you perceive the advantages and disadvantages of each category?
How do you decide which category is right for you?
At the decision stage:
What criteria do buyers use to evaluate available offers?
When researching the company's offering, what do you like best compared to the competition? What concerns do you have about the offering?
Should anyone else be involved in the decision making? How do the two perspectives on the decision differ?
Do buyers want to try the offer before they buy?
Beyond the purchase, do you need any preparation such as implementation plans or training strategies?
Buyer Journey
The profile of an online product buyer
E-commerce is one of the strongest economic forces in the world today, providing advantages such as cost reduction and exposure to a greater number of buyers.
Following what was explained above, what happens to the profiles of those who opt for these sales channels?
Reconnaissance: At this stage, it is natural for potential customers to be gathering information about what their problem entails. They do this research through various channels.
Consideration: The prospect starts by searching for products through various digital channels: Google, social media, newsletters, etc. In this process, they will compare prices looking for the best deals, platforms, payment options, etc. Here, the various marketing tools employed by companies and those that follow up with the customer will have an impact on increasing the chances of taking them to the next level.
Decision: After reviewing the information, products, making comparisons and knowing the details of the processes of the different e-commerce sites, the customer will be in a position to make a decision.
Companies that reach the point where they deeply understand their customers' journey achieve greater efficiency in their processes, so that their prospects receive follow-up and support from the first stage to post-sale, providing a high-value experience.
Therefore, if you want to know how developed your e-commerce is in this aspect, we invite you to take an assessment to identify the maturity level of your e-commerce . Access the test at this link and find out your results completely free of charge, as well as a guide of recommendations to optimize your business.
