Consumer journey: everything you need to know!

In the past, marketing essentially focused on the concept of “target audience” to develop loyalty strategies, achieve commercial objectives or design marketing strategies.nurturing. Currently, however, this approach can be considered unsatisfactory, especially if you are working in a niche market. Find out why in this article!

What is the Consumer Journey?

As a rule, the consumer journey begins in the discovery phase, goes through the consideration and purchase decision phases and culminates in the post-sale interaction. During the journey, all points of contact must be constructed based on a careful analysis of the user's objectives, needs and behaviors.

Although it is similar to the sales funnel, the consumer journey has some significant differences. Firstly, it is not linear. That is, during yourshopping experience, the user can visit different stages of the journey, revisiting it multiple times. Afterwards, the consumer journey does not end with the sale. Instead, she always seeks theafter-sales loyalty.

For example, let's imagine a future mother who is looking for a hygiene set for her baby. She will start by seeking the opinions of other mothers regarding models and brands. Then, you will do an online search to find out about the offer and find the solution with the best price.“quality/price”. At this stage, our future mother is in the discovery phase and should come across your website.

Once satisfied with the item, she will place the order and the order will be processed. But your journey doesn't end here. Now, you need to find out what she felt after the purchase and use this knowledge to keep her interested in your communication. Only in this way will you be able to suggest proposals adjusted to demand and retain a new user.

How can I retain new users?

First of all, start by defining all points of interaction with the brand. Then, identify the challenges that prevent you from achieving your business goals, especially online.

According to the most recent statistics, almost half of the world's population uses the internet regularly, with around 3.5 billion people regularly using social networks. This means that to sell online it is not only necessary to create apharmacy e-commerce.

Analyze user behavior

You should not ignore the multiplicity of scenarios and channels involved in the Consumer Journey. That is, although a user may discover your brand through a quick internet search, another may simply enter the space, without any intention of purchasing. As such, you must try to understand what transforms a curious internet user or an uncommitted passerby into a loyal user of your brand. To do this, you must monitor and analyze the behavior of each individual to develop amarketing strategycompletely personalized.

Search Engine Optimization

To be truly successful, it is essential to create a strategy guided by good business practices.SEO (Search Engine Optimization)and based on the responsiveness of the website. That is, the website must be developed to facilitate the purchasing process, on any electronic device. It is therefore essential to eliminate any obstacles toconversion. The user must also have access to multiple payment methods and shipping options. The process must be as instinctive as possible, so that he does not give up on the purchase.

Marketing strategies centered on"individual"

By analyzing your user's behavior, you will be able to adjust the offer in a sustained way, create a personal bond with them and developmarketing strategiescentered on"individual". This not only helps to increase the profitability of your business, but also eliminates any points of"friction"or“displeasure”. After all, it is 30 times more expensive to attract a new user than to retain and retain a user who is already familiar with your service provision.

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