By Jon Allo
Irrespective of your target market, every customer goes through a process when making a decision to
buy from your website. Understanding your customer's buying process will help you know what
information to give them and when.
You need to guide your audience with the acknowledgment of a problem that they need to solve and
how you are the one that can help them solve it.
Stage 1: Awareness
This is when a potential customer has identified that they have a need. To find answers, they go online
and use a search engine like Google to find what they're looking for.
This is why it's important to focus your website content that provides your target audience with
information about the problems that they have. The type of content that is most successful at this stage
is educational pieces directly about the problem. This gives you the opportunity to offer more value
(like a report, eBook, checklist), free of charge, in return for their email address. Once you have their
email address, you can stay in contact with them rather than just hoping that they will return to your
website at a later date.
Stage 2: Consideration
At this stage, the customer wants to consider the different options available to them to solve their
problem. The content you provide now can consist of comparison charts, webinars, eBooks, podcasts,
demo videos, freebies, and even trial options if doable to help reduce risks.
This stage can take some time. A lot of people research their options for several weeks or even months
before deciding.
Stage 3: Decision
At this stage, your customer just need to decide. More often than not your customer will be on your
email list at this point, although there are cases where they simply discovered your website and all the
information there.
The type of content that you'll want to deliver to them, and where, plays an important part in leading
them to choose your solution.
The trick is to ensure that you focus on results and your product at this stage. Give them a reason to choose you. Take away their risk and make them want more by going over the pros and cons. For example:
- What makes your option unique?
- What alternatives or products are similar?
- What's your return policy and is better than your competitors?
- How much does it cost?
- How do they deal with issues and problems with your product?
Understanding the 3 stages a customer goes through before they buy from your website helps
significantly because it keeps you focused on providing just what they need when they need it.
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