Each person makes decisions in a different way, yet we can understand some buying behaviors and map out a journey that has triggers for decision making at different stages of a sales funnel.
When we think about a consideration strategy, communicating an offer or the price of the product may not be enough for a person to choose to do business with your brand. It takes a much more elaborate strategy that considers communication, tone of voice, triggers, and factors for a consumer to consider your brand and make a purchase.
In today's article, we will talk about how your e-commerce can act in the consideration stage and improve your sales results.
The mistake that many e-commerces make in the middle of the sales funnel
Many e-commerces consider in their communication strategy only two layers of the sales funnel, disregarding the layer where most of the purchase decisions are made.
In these companies, communication is focused on the brand building and awareness fronts, to explore product launches, and also communication focused on performance for lead generation, seeking consumers who are at the exact moment of purchase, exploring offers.
But how to impact consumers who are in the consideration stage and whose brand does not speak to their specific needs at the moment of purchase? How to generate identification with this consumer and make him/her move forward in the sales funnel? purchasing journey? This is what many companies do not consider, leaving their communication and sales strategy incomplete.
It may seem obvious, but it is a mistake that many companies make, which causes the results not to reach the full potential that the brand has to offer.
Why consider the middle of the funnel?
Messages focused on the middle of the funnel had their effectiveness proven in a recent Google survey where it took into account some 37 product categories. The research, which gathered global data, identified that acting at the consideration stage (middle of the funnel) by developing campaigns and communications coupled with a data strategy can result in increased sales.
One interesting case that the research showed was a fictitious brand that managed to gain 28% of shoppers' preference over a well-established brand by offering advantages to consumers, such as good reviews and free shipping.
We can see that the consumer's preference goes far beyond good or cheap, in his increasingly complex buying journey, he is looking for more proximity to the brandMore complete product descriptions, prompt delivery, availability, recommendations from other customers or influencers, expert reviews, and even free elements associated with the purchase they want to make.
How to act in the middle of the sales funnel?
You may have already noticed that the moment the consumer is at this stage of the funnel is of curiosity and interest in knowing what your brand has to offer, having a strategy focused on this stage of the funnel is important because it provides more information to your consumer that can become objection-breakers, besides increasing the chances of closure and the volume of orders in your store.
To build a trusting relationship, your e-commerce needs to offer experiences that keep them engaged. Use your social networks, demo videos, blog posts that help you understand more about the product you want to buy.
Keep your product page up to date, Optimized for SEO and with relevant information, if possible insert video, encourage your customers to leave reviews with comments and photos is also a way to generate more confidence for the leads that are in the consideration phase.
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