Here at NOVOS, we like to make sure that we are creating content that targets all five stages of a customers’ journey. The five stages of a buying journey are:
Research: A customer does not have a particular product in mind but is looking for inspiration. Example: “What to wear to a cocktail party”
Awareness: A customer is aware of a general product, but does not know the specifics of what they want. Example: “Cocktail dresses”
Consideration: A customer has decided on a product, and is looking for comparisons and options to find the perfect item. Example: “Best cocktail dresses for winter weddings”
Conversion: A customer has an intent to purchase a particular product and knows what they are in the market for. Example: “Black midi cocktail dress”
Post conversion:A product has been purchased and the customer is looking for information about how they can be used or looked after. Example: “What shoes to wear with a cocktail dress”
Here are some great live examples of this type of content:
- Post conversion – Thread has created guides like ‘How to wear green chinos’
- Post conversion – Dyson has a brilliant troubleshooting area of the site for all their electronics including hair styling tools and hair dryers.
- Research – Diamond’s Factory provides a ring size guide with a free ring sizer to capture all customers looking to buy a gift or propose?