{"id":105085,"date":"2022-11-18T14:38:44","date_gmt":"2022-11-18T14:38:44","guid":{"rendered":"https:\/\/www-dev.channeladvisor.com\/blog\/uncategorized-au-2\/from-first-click-to-last-mile-how-to-successfully-manage-the-entire-consumer-journey\/"},"modified":"2024-11-08T04:42:04","modified_gmt":"2024-11-08T09:42:04","slug":"from-first-click-to-last-mile-how-to-successfully-manage-the-entire-consumer-journey","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/au\/blog\/from-first-click-to-last-mile-how-to-successfully-manage-the-entire-consumer-journey\/","title":{"rendered":"5 Customer Journey Stages for Businesses To Know"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You\u2019re online browsing for a shirt and find a few options. You decide to look into one option and decide it\u2019s not the right one for you and abandon the cart. You start to see that shirt on social media and in your ads online until finally, you decide to make the purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buying items online is no longer as simple as viewing an item, adding it to your cart and making a purchase. There are stages to the customer journey and it\u2019s important to create a strategy for each because customers not only purchase from your brand but will come back to your brand.<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">The Five Customer Journey Stages<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">So, what are the stages in the customer journey? At Rithum, we break it down into five distinct stages.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Awareness<\/b><span style=\"font-weight: 400;\">. At this stage, the customer discovers products and starts to get interested in making a potential purchase.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Consideration. <\/b><span style=\"font-weight: 400;\">Customers are not quite ready to make a purchase at this stage. They take time to evaluate the product by looking at prices, reviews and delivery time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Motivation. <\/b><span style=\"font-weight: 400;\">This can really be the moment to help lead into the next stage of conversion. Specific conditions could encourage a decision to make the purchase, such low stock notifications.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conversion. <\/b><span style=\"font-weight: 400;\">It\u2019s self-explanatory, but this is the stage where the customer makes the purchase.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Loyalty. <\/b><span style=\"font-weight: 400;\">While businesses may consider conversion to be the end of the journey, it\u2019s important to remember that these customers can become lifelong buyers of your brand and might even become ardent supporters.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ll go in-depth to provide strategies and intent-focused content for each stage of the journey to help you retain customers until the end and even long after.<\/span><\/p>\n<h2><b>Tips for the Customer Journey Stages<\/b><\/h2>\n<h3><b>Awareness<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There are two types of awareness: pre-awareness and product awareness. With pre-awareness, customers are not looking for any specific product and are \u201cwindow shopping\u201d online. Product awareness is the time period when the customer has a broad idea of what type of item they want to purchase. Intentional strategies can\u00a0 help you reach customers during this stage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A great place to start is marketplace advertising such as <\/span><a href=\"https:\/\/www.rithum.com\/au\/blog\/digital-marketing\/the-3-amazon-ad-types-to-know-for-better-conversion\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon Advertising<\/span><\/a><span style=\"font-weight: 400;\">. In fact, our recent <\/span><a href=\"https:\/\/www.rithum.com\/au\/resources\/library-webinars\/2022-online-consumer-behavior-global-report\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">global survey<\/span><\/a><span style=\"font-weight: 400;\"> showed 89% of shoppers browse items on online marketplaces like Amazon or <\/span><a href=\"https:\/\/www.rithum.com\/au\/blog\/digital-marketing\/best-practices-for-advertising-on-ebay\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">eBay<\/span><\/a><span style=\"font-weight: 400;\"> without the intention to purchase. This is a great opportunity to bring your products or brand to their attention as they search for products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Strong social media presence is a must in this day and age. Forty-seven percent of 18- to 25-year-old customers discovered products they purchased through social media feeds such as Facebook, Instagram or Tiktok. Create social channels on these platforms and target audiences with paid social ads like Facebook Ads or Stories Ads. Find influencers to work with who use and love your brand too.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t underestimate TikTok, in particular. <\/span><a href=\"https:\/\/www.rithum.com\/au\/resources\/tiktok-shop-marketplace-for-the-worlds-trendiest-audiences\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Forty-eight percent<\/span><\/a><span style=\"font-weight: 400;\"> of Gen Z is on TikTok, and millennials, Gen X and baby boomers make up 51% of the user base. This is a channel you don\u2019t want to miss out on when it comes to advertising. From In-Feed Ads to Brand Takeover Ads, the platform offers plenty of ways to get in front of potential customers.\u00a0<\/span><\/p>\n<h3><b>Consideration<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The customer has found the product they are looking for, but they are not quite ready to hit purchase. They want to do some more research and take a look at reviews, return policies and prices.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Price is something a lot of customers consider when making a purchase. The vast majority (83%) of customers in <\/span><a href=\"https:\/\/www.rithum.com\/resources\/library-webinars\/2022-online-consumer-behavior-global-report\/\"><span style=\"font-weight: 400;\">our survey<\/span><\/a><span style=\"font-weight: 400;\"> said they usually compare prices before making a purchase. Provide ways for customers to consider the best deal such as signing up for a newsletter or giving discount codes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aside from price, customers want to know everything they can about the product they are purchasing online. A robust and detailed product description will help to sway customers to purchase. <\/span><a href=\"https:\/\/www.rithum.com\/blog\/marketplaces\/a-guide-to-amazon-a-content\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon<\/span><\/a><span style=\"font-weight: 400;\"> is a great example as <\/span><a href=\"https:\/\/www.rithum.com\/au\/resources\/library-webinars\/2022-online-consumer-behavior-global-report\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">50% of customers<\/span><\/a><span style=\"font-weight: 400;\"> trust the marketplace giant to have the most accurate product information. Add high-resolution photos, videos and item-specific details on the page. Be consistent across all channels on which you list the product. Customers are more likely to shop where they find accurate product information.\u00a0\u00a0<\/span><\/p>\n<h3><b>Motivation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Motivation can be tied closely to the consideration phase. At this point, the customer is really on the fence about purchasing the product. They can be swayed one way or another at this stage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want to find ways to encourage and entice them to make the purchase. Think about retargeting efforts. Retargeting ads can be a good place to start. Keep your brand in front of these customers by splitting retargeting efforts based on visitor behavior. It could target those who clicked through your site and pages and showed interest in your product or brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about cart abandonment emails. Customers may add products to cart and decide to sit on whether they should or should not follow through with their purchase. Sending staggered, personalized emails will help bring these products back to their attention. Providing an incentive with discounts like 10%-15% off their first purchase can really make the difference here with over 75% of customers stating that price is very important when choosing products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pro tip for this phase is to remember that finding the right motivators to entice customers to complete a purchase may take some trial and error. You may need to create A\/B test emails with different messaging or content \u2014 but remember to only change one element when executing the test emails (for example, change the subject line or the images used).<\/span><\/p>\n<h3><b>Conversion<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If your customer has reached this stage, they are ready to complete their purchase, so what could possibly go wrong? Well, cart abandonment remains a possibility. According to our survey, over 50% of men and women have completely abandoned their cart due to an out-of-stock product. More than 40% suspected the product price could be better or be lower in the future.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make the checkout process as easy and seamless as possible to avoid hesitation during the conversion. Think about whether your checkout experience is mobile-friendly as customers browse and purchase from their phones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other ways to make the experience simple is to allow customers to check out as a guest to bypass the tedious process of creating an account. Provide multiple payment options and remove surprise taxes, fees or shipping costs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Give customers multiple options for how and where they complete their purchase, such as the ability to \u201cclick and collect\u201d (buy online, pick up in-store). In Australia,<\/span><a href=\"https:\/\/www.rithum.com\/au\/resources\/library-webinars\/2022-online-consumer-behavior-global-report\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> fifty-four percent<\/span><\/a><span style=\"font-weight: 400;\"> of customers have used the \u201cbuy online, pick up in-store\u201d option when shopping online. If it\u2019s possible, give them this option.<\/span><\/p>\n<h3><b>Loyalty<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, the customer makes the purchase. Your work is done, right? Think again. Even after the purchase, you want to foster loyalty with your customers, so they will come back to your brand when they think about purchasing again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Send them clear post-checkout communications such as a \u201cthank you\u201d confirmation email and keep them updated on the progress of their shipped package. You\u2019ll want to reply to any questions customers send quickly, and ask them for feedback on their experience with your brand and the product. Respond to the good <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> the bad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Stay regularly engaged with these customers in the long run through newsletters or exclusive discounts. Using your brand\u2019s social presence, you can maintain consistent connection by creating a social experience for your followers through giveaways or rewards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers want to feel appreciated and part of something unique, so having loyalty clubs only customers can join or providing unique advantages to existing customers will help encourage them to continue considering the brand and keep coming back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2014<\/span><\/p>\n<p><a href=\"https:\/\/www.rithum.com\/au\/contact-us\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contact us<\/span><\/a><span style=\"font-weight: 400;\"> today to learn how <\/span><a href=\"https:\/\/www.rithum.com\/au\/services\/managed-services\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Managed Services<\/span><\/a><span style=\"font-weight: 400;\"> can help you in each stage of the customer journey.<\/span><\/p>\n<p><i>Editor\u2019s Note: This post was originally published in November 2021 and was updated in November 2022 for accuracy and comprehensiveness.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re online browsing for a shirt and find a few options. You decide to look into one option and decide it\u2019s not the right one for you and abandon the cart. You start to see that shirt on social media and in your ads online until finally, you decide to make the purchase. Buying items [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":105053,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10356,8914,7684],"asset-type":[13744],"audience":[13407,13410],"bio":[14336],"topic":[5165,15168,5153],"class_list":["post-105085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-consumer-journey-au","tag-marketplace-au","tag-multichannel-au","asset-type-blog-au","audience-brands-suppliers-au","audience-retailers-au","bio-helen-de-souza-au","topic-digital-marketing-au","topic-industry-trends-au","topic-marketplaces-au"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Customer Journey Stages for Businesses To Know<\/title>\n<meta name=\"description\" content=\"Learn the 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