Usually, people go through 5 stages of awareness before buying. For each stage, you need to develop your own strategy. In this article, we will look at a model of visitor behavior in an online store and describe the sequence of decision making.
STAGES OF CONSUMER BEHAVIOR
Over time, research has categorised consumer behaviour into the following stages.
At this stage, you should increase the audience – to attract not only interested audiences but also those who are interested in advertising your product.
At this stage, with the help of advertisements or content on the site, you need to arouse the desire to buy your product and buy it from you.
At this stage, it is necessary to motivate visitors to make a purchase – to tell about all advantages of your goods/services, the professionalism of employees, high quality of materials, guarantees, and the convenience of payment/delivery. At the end of the text, you should call for a purchase – specify a phone number, add a button, or order form.
At this stage, you can subscribe to visitors by e-mail or groups on social networks. With the help of such tools, you can inform about promotions, sales and encourage you to buy the same product again or in addition to other products.
If the consumer is satisfied after buying the product, he will remember you. At this stage, you can say thank you to the buyer and provide additional bonuses or services. Such actions will raise your credibility in the eyes of buyers.
If you do not like the product – the buyer will not reach the last step.
STAGES OF CONSUMER AWARENESS
- Not aware
At this stage, the user does not take any action because he does not know about the existence of a problem that can be solved with your product. Therefore, it is necessary to reveal the essence of the problem and offer solutions. For example, a person has a TV without the ability to connect to the Internet, the moment of awareness comes when he gets tired of endless advertising.
- Knows about the problem
This stage occurs after the person learns about the problem. She will start studying it online and looking for solutions. When he finds the right solution – the next stage will come. But this does not mean that he will choose the product. There may be no action at this stage. If the solution to the problem is simple and inexpensive, the person will act faster. For example, the solution in case of a problem of endless TV advertising will be to buy a TV with Smart TV.
- Knows the solution
At this stage, a person evaluates and compares the products that will solve his problem. The peculiarity of this stage may be that the selection process may take some time. Therefore, you need to highlight all the benefits of the product to give arguments for a decision as soon as possible. There can be many criteria for selection – technical characteristics, originality, quality, optimal price, etc. For example, the selected product at this stage may be a Samsung UE22H5600AKXUA TV.
- Knows about the product
The person has learned everything about the product but does not yet know where to buy it. He will start looking for the best store where you can buy it, according to the following criteria: experience, trust, reviews of other buyers, site ratings, lowest price, etc. For example, a consumer can choose an online store socket.
- Fully aware
So, the person has already learned what she needs and where to buy it and it’s time to buy.
But remember, one very important point – if there is no problem, then there will be no need to buy. Therefore, you need to create a problem!
There is also a stage 6 – it is satisfaction with the purchase, although it does not relate to the decision-making process, but determines the customer’s loyalty to you and whether he will return for repeat purchases.
HOW DOES AWARENESS STAGES AFFECT ONLINE STORE PROFITABILITY?
Competition is growing in the final stages of decision-making, so everything must be done to attract potential buyers. For example, an expert article will help the visitor to make decisions in the early stages. The client should be accompanied at every stage. We implement this through a competent remarketing strategy.
Therefore, the online store should help the user:
- knowledge about the problem a person can get in the section Blog or Articles of your online store;
- knowledge of solutions – in well-thought-out pages of categories/subcategories of goods, functional filters, and sorting;
- knowledge of the product – in detailed product cards and a convenient basket.
If a person does not know about the problem, you will not be able to implement anything for him on the site.
If you have a well-known company or brand – the transitions between these stages will give a high conversion. Thus, you need to work constantly to improve the site and this will lead to increased revenue.
Silahub Technologies will create a quality online store for you , and a competent marketing strategy will ensure high attendance and regular revenue growth. Contact Us!