top of page

What are the Stages of a Customer's Journey?

Customers don’t just decide to make a purchase on a random Tuesday afternoon. Well, in most cases.

They're putting their sweat and cash into this, so obviously, they want to be sure they're getting their money's worth. Especially if it's a big-ticket item or service.

Before they pull the trigger and hit that 'buy' button, customers go through a whole process. We call it the customer journey.

As a business, it's your job to guide them through this journey, from the moment they start thinking about buying something to after they've made the purchase. And it doesn't stop there! You've gotta keep checking in to make sure they're happy with what they got. That's how you build loyalty.

So, let's break down each step of this journey and talk about how you can nudge your customers along the way.

Stage 1: Awareness

This is where the customer journey starts: when people realize they have a problem and need to find a solution.

In the awareness stage, your potential customers recognize a problem and start looking for solutions. During their research, they tend to familiarise themselves with various brands and learn about different products or services.

At this point, customers are not ready to make a purchase. Instead, they are gathering information. Therefore, providing educational content is the most effective form of marketing strategy during this phase.

Organic Social Media Posts: These are the regular updates you share on platforms like Facebook, Instagram, or Twitter. It's where you post pictures, videos, or text about your business, products, or fun events happening behind the scenes. The idea is to catch people's eyes as they scroll through their feeds.

Educational Blog Posts: Write articles on your website teaching people specific things. It could be anything from "How to Choose the Right Running Shoes" to "5 Easy Recipes for Busy Weeknights." These posts show up when people search for things on Google, so they help you get noticed by people looking for info related to what you do.

Stage 2: Consideration

When customers recognize they need a particular solution to solve their problem, they start evaluating various products and services. In the consideration stage, they compare the available options.

Although customers are not yet ready to make a purchase, they are open to marketing content that aids in making an informed decision. Product marketing content is particularly effective at this stage.

Here are some examples of marketing initiatives during the consideration stage:

Product Comparisons: You compare different cars before buying one, right? Well, your customers are doing the same. You need to provide in-depth information about your products and how they stack up against competitors. Highlight key features, benefits, and advantages, helping potential customers make better decisions.

Case Studies: These are basically success stories shared by people who've used your product. They talk about their experiences and how your product helped them, making it easier for others to decide if it's right for them too.

Stage 3: Decision

After looking at their options, customers are now prepared to make a purchase decision. However, this decision doesn't always result in a conversion for your brand, as they might choose to buy from a competitor.

At the decision stage, customers look for persuasive marketing content and may be swayed by incentives to finalize their purchase.

So, it’s important to ensure your customer picks you, but how do you do that?

Product Demonstrations: Imagine you're considering buying a new blender. A product demonstration might involve a video or live presentation where someone shows you how the blender works, highlighting its features, ease of use, and effectiveness in making smoothies, soups, and other recipes. 

Service Consultations: If you're thinking about hiring a personal trainer, a service consultation could be a free initial session where the trainer discusses your fitness goals, assesses your current fitness level, and explains how their training program can help you achieve those goals. 

Abandoned Cart Emails: Let's say you were shopping online for a pair of running shoes but left the site before completing the purchase. An abandoned cart email arrives in your inbox reminding you about the shoes you left behind and offering a discount or free shipping if you complete your purchase within the next 24 hours. 

Website Pop-Ups: While browsing a website for a new phone case, you might see a pop-up offering a special deal, such as 10% off or a free gift if you buy now. This timely offer can be the extra push you need to make the purchase right then and there.

Stage 4: Retention

Ideally, the first purchase marks the beginning of an ongoing relationship with your customers. Since attracting new customers is often more expensive than retaining existing ones, you need to master maintaining customer loyalty!

In the retention stage, customers might consider making another purchase, but they still need a bit more encouragement. In these cases, incentives and relationship-building campaigns can be very effective. For example:

Live Chat for Customer Support: Providing real-time support through live chat during the purchasing process helps customers resolve any issues or questions quickly, improving their experience and increasing their satisfaction with your brand.

Email Marketing: Sending a series of emails designed to help customers get the most out of your product or service. You can include tips, tutorials, and special offers, keeping customers engaged and highlighting the value of their purchase.

Stage 5: Loyalty

At this point, your customers have become repeat buyers, but their engagement doesn't stop there. In the loyalty stage, their high level of satisfaction leads them to actively promote your brand to friends and family.

Fostering a positive customer experience is essential for developing loyal customers. Making it easy for these brand advocates to recommend your business can further increase referrals.

Examples of marketing initiatives focused on loyalty include:

Exclusive Discounts and Offers: Providing special discounts, offers, and early access to new products or services as a reward for their loyalty.

Loyalty Programs: Implementing programs that incentivize customers to refer friends and family, such as offering points, rewards, or discounts for each successful referral.

Final Words

So, there you have it! Understanding how customers make their decisions, from first hearing about your product to becoming loyal fans, is important for any business.

Remember, it's not just about making a sale; it's about building relationships. Paying attention to every part of the customer journey can make a difference in your success. 

Keep your customers happy, and they'll keep coming back for more. You have our word for it!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


bottom of page