You can’t change a hesitant buyer into an enthusiastic spender no matter how slick your site is or how effective your conversion strategies are.
What’s to stop you? It’s explained via a concept known as the consumer purchasing cycle. To fully comprehend the purchase cycle, you must first comprehend your clients. You can learn why they didn’t buy, what might entice them to do so, and why they might buy again in the future.
In this article, I’ll teach you how to optimise your site for each stage of the client purchasing cycle. Even if you can’t force a consumer to buy, you can at least figure out how your site can suit the customer’s individual needs at every given time in the buying cycle.
What is the Buying Cycle, and how does it work?
When a customer buys something, they go through a process called the buying cycle.
It’s called a cycle because it tends to repeat itself. It can also be viewed as a sequential process.
The cycle can be found in a variety of forms. The length of the cycle is largely determined by the product you’re selling.
And this is where we come back to the harsh reality: only about 3% of people who visit your website will buy your stuff. In fact, if you can obtain more than 3%, you’re doing really well.
What is going on with the remaining 97 percent of the population?
They’re walking away, having decided not to buy.
Those who did not convert are in a different stage of the purchase process. It’s possible they’ll never convert. They might convert in the future.
You require a marketing approach that actively targets the majority of your website’s visitors. I’m not referring to specific conversion procedures. I’m referring to broad content strategies that help any visitor get closer to converting – to the next best stage in the purchase cycle.
Phase 1: Conception: A Need is Recognized by the Customer
Question from a customer: What is my requirement?
During this stage, the consumer is attempting to determine exactly what they require. They don’t have any specific queries yet; all they know is that they have a need.
Describe the issue as part of your marketing strategy.
Before you start using marketing strategies, make sure you know everything there is to know about your clients’ demands. To narrow down the problem, some organisations may do a “customer requirements analysis.”
One of the best locations to focus your approach is on your content marketing. Customers demand information (i.e., “informational enquiry”) at this point in the buying cycle.
Construct a content marketing strategy that focuses on problems and solutions to attract visitors from these informational queries. Some of the most successful blogs in the industry focus on problems and answers that the target audience requires.
Buffer, for example, creates excellent long-form content that focuses on the answers that their potential customers require.
Buffer, for example, just released an article about Pinterest marketing blunders. They are well aware that their target audience is attempting to maximise their Pinterest social approach. Buffer’s product is all about social sharing, so they’ve got the kind of content that will appeal to their audience’s problem-solving concerns.
Phase 2: Evaluation: The customer considers several options for meeting his or her needs.
What is the best way to address this demand, according to the customer?
You’re not the only one in the game at this time. The customer is looking into other options. Other companies are aware of content marketing and how to effectively attract solution-seeking customers.
The questions continue to be informational and solution-oriented. They’re on their way to finding a remedy now that they’ve identified the issue.
Options for Meeting the Need: Your Marketing Move
For this stage of the purchase cycle, content will continue to be the most important component of your marketing strategy.
The same content that piques prospects’ interest in the first phase will also pique their interest in the consideration phase. Your content should not only be problem-focused, but also solution-focused.
Make sure you’re attempting to resolve the problem that’s causing the problem.
Your customer, for example, may be purchasing a bed, but what they really want is a good night’s sleep.
Consideration (Phase 3): The customer narrows down his or her choices and decides which is the best.
Customer Question: What is the best solution for me?
So far, each of the three stages of the client purchasing cycle has been flexible. A buyer may go quickly through each one, and your marketing strategy should be similar: generate content that is solution-focused.
This is where the thought process becomes more in-depth. You’re now dealing with a well-informed client. She understands marketing, pricing points, and brands that can fix the problem, and she knows what she needs to do next.
You can finally put solutions out of your mind. The customer has moved on from that stage.
Your customer now wants to know about the features.
Source: ecommerce platforms , online selling platform
Leave a Reply