[Infográfico] The Customer Journey – WAU
For any brand to be successful in sales, it is necessary to create a good planning of the customer journey. Weighing in on that, we created this content to explain how to structure the entire path of the customer until their conversion!
Think about the last purchase you made over the internet.
Just went into a virtual store, scanned some products, added what you liked to the cart and closed the purchase?
This may have happened, but the most likely is that you did a lot of research and went a long way – what we call the customer journey – until you close the order.
The journey is made up of stages, each with its importance, objective and strategies designed by the companies.
For any brand to be successful in sales, it is necessary to create a good planning of this path.
So, check out in this post what this journey is and how to build it until conversion!
What is the customer journey?
The customer journey is the path he takes within the company, from the first interactions with the brand (be it in customer service, be it online content or even a printed offline marketing material) to the closing of the sale.
The purpose of this concept is to make the company understand and design a strategy for each moment, optimizing actions and generating more interesting results.
The needs of the potential customer will change over time. After all, he acquires information and seeks others, which are more and more in-depth in relation to the purchase.
Imagine, for example, that your company does not have a structured customer journey and its main product is management software.
Then, a potential customer contacts a representative, but he does not yet know the characteristics of the solution.
The seller ignores the initial steps and tries to force the sale to close. What will be the result of this? Not good!
It is important that the customer goes through all the steps so that he has a deep knowledge about the solution and can become an ideal customer of the brand.
In order to be able to structure the entire customer journey, in the next topic we will show you what the stages are and what you should do in each one.
How to map each stage of the journey?
Basically, the customer journey consists of 3 stages:
- learning and discovery;
- consideration of the solution;
- buying decision.
Each of them has its role in the company’s strategy, as you can see in our infographic:
Download our infographic
Learning and discovery
In the 1st stage of the journey, the user may not yet know that he has a problem and, therefore, does not seek a solution.
Or, the person has started to feel a need and is looking for information.
The company’s objective here is to highlight the symptoms, to make a person identify their pain, obtaining more information about it.
In the learning and discovery stage, the brand must build general and educational content that helps the person to define what the problem is and, after that, start to search for possible solutions.
Blog posts, infographics and publications on social networks are good options for this moment.
Remember that now is not the time to talk about your company, ok?
For example, let’s consider that your brand offers products for healthy eating.
So, for the 1st stage, a good subject of content would be the symptoms of diseases caused by bad eating habits.
The 2nd stage of the customer journey is the consideration of the solution.
Now, the lead already knows what his problem is and is looking for what to do to resolve the situation.
The contents in this phase can already be more specific, working on the technical terms and going into more details.
Ebooks and webinars are very interesting to nurture the potential customer.
You can already quote your products or services, but remember that they are not yet the focus.
Continuing our example created in the previous stage, a good tip would be to build content showing how each food can help in a better well-being and quality of life.
Your future consumer has come a long way here.
Now, the purchase decision phase arrives, a moment long awaited by salespeople.
The lead recognized a problem, evaluated the different solution options and is now weighing between companies in the market that can satisfy their need.
This is the time to show that your brand is the best option!
Customer testimonials, recommendations and presentation of successful cases are great to show the lead that you are qualified to meet the demand.
In our example, an idea would be the testimony of customers who started to buy their food, maintaining a good dietary education and also the gains achieved with that.
When does the customer journey end?
Did you see how all the stages of the journey have different characteristics and, therefore, they must be very well planned?
This structuring is fundamental for good results to be achieved.
However, don’t think that your work ends here!
Attracting and converting users into customers is very important, but better than that is to make them brand promoters, loyal consumers!
To do this, you must overcome the expectations created and put yourself in the shoes of your audience.
Understand the real need, the doubts, the limitations and the objectives.
Learn how to build the best solutions for them to succeed.
When this is achieved, a customer can attract new consumers, either by recommendation, or by the report of the great experience they had.
Structuring the customer journey is very important for the success of any business.
When thinking about each stage, the consumer experience becomes pleasant and the conversion rate of opportunities into sales is leveraged.
Remember the characteristics of each phase so as not to make mistakes when preparing the contents.
In the 1st stage, general and very light information to identify the problem, and nothing to talk about the company!
In the 2nd, more specific materials. And you can already mention your products or services.
In the 3rd phase, show your differentials and why your company is the best option on the market to meet that demand!
And be careful! Don’t forget to take after-sales actions to build customer loyalty.
To make your strategy even more robust and complete, read our content on how to map the final stages of the customer journey now!