Understanding the Customer Journey and How Funnels Fit In

Understanding the customer journey is vital to create effective funnels. By analyzing customer behavior and preferences at each stage of the journey, you can create a funnel that guides customers through the buying process and increases conversions

The customer journey is divided into five stages: awareness, interest, consideration, intent, and purchase. Each stage has its unique challenges and opportunities for every businesses (that includes yours!) to connect with customers, and funnels play a crucial role in guiding prospects through each stage.

In this post, we will explore how the customer journey is structured and how funnels fit into each stage of the journey, from awareness to purchase. Let’s dive in!

Awareness Stage

The awareness stage is all about creating brand awareness and getting your name out there. In this stage, your business is focused on attracting potential customers who may not know anything about your brand. Strategies that you can do for creating awareness include developing engaging content, search engine optimization, and social media marketing.

Examples of brands doing it well:

Coca-Cola‘s #ShareACoke campaign encouraged customers to share a Coke with friends and family, increasing brand awareness and engagement on social media.

Red Bull‘s extreme sports and adrenaline-fueled events capture the attention of young audiences and create a sense of excitement around the brand.

Interest Stage

Once a customer is aware of a brand, the interest stage involves building interest in the product or service. Strategies for building interest include developing content that speaks to your audience’s pain points, hosting webinars and events, and creating lead magnets.

Examples of brands doing it well with their Interest stage:

HubSpot offers free webinars and resources to attract potential customers and educate them on inbound marketing.

Patagonia‘s content marketing strategy focuses on environmentalism and sustainability, which resonates with their target audience and builds interest in their products.

Consideration Stage

In the consideration stage, prospects are weighing their options and considering different solutions. Strategies for encouraging consideration include retargeting, email marketing, and social proof.

Examples of brands doing it well:

Amazon uses retargeting to show customers ads for products they’ve previously viewed on the site, increasing the likelihood of a purchase.

TripAdvisor displays user-generated content such as reviews and ratings to provide social proof and encourage consideration of different travel options.

Intent Stage

At the intent stage, prospects have decided to take action, and it’s your job to motivate them to choose your product or service. Strategies for motivating intent include offering product demos, trials, and discounts.

Examples of brands doing it well:

Dropbox offers a free trial period to allow users to test the product before committing to a subscription.

Sephora’s Beauty Insider program offers exclusive discounts and perks to incentivize customers to make a purchase.

Purchase Stage

In the final stage, prospects become customers. Strategies for facilitating the purchase process include creating seamless checkout processes, offering upselling and cross-selling opportunities, and providing excellent customer service.

Examples of brands doing it well:

Apple’s checkout process is simple and user-friendly, with the option to save payment information for future purchases.

Amazon’s recommended products and “frequently bought together” sections offer upselling and cross-selling opportunities, increasing the overall value of the purchase.

Understanding the customer journey is crucial to creating effective funnels that guide customers through the buying process and increase conversions. By analyzing customer behavior and preferences at each stage of the journey, your business can tailor your funnels to the needs of your customers and optimize its performance.

Now, it’s time to ask yourself: are you doing well with your brand’s customer journey and funnel? Are there any areas that could be improved to better serve your customers and increase conversions?

If you’re unsure about the answers to these questions, or if you want to explore ways to optimize your funnel further, we invite you to book a free discovery call with our team.

We’ll help you identify opportunities for improvement and develop a customized strategy to enhance your customer journey and increase conversions. Click here and Let’s Talk!


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