Purchase Funnel – Customer’s Journey to Purchase

The shopping funnel is a popular term for the shopping path that a customer must follow to purchase a product. It begins with the moment of receiving the first information about the product and ends with the purchase. However, building an e-commerce strategy is not based on one-time purchases but on maintaining longer relationships with the customer, which is why building trust and post-sales support is so important.

The entire customer journey is divided into:

1. Building awareness – At first, customers do not know your products and services. Information campaigns are designed to build this awareness. Blogs, free knowledge in the form of e-books, interesting infographics and everything that will build a first impression come to the rescue.
2. Interest – The first impression has built interest in your offer, you can see increased traffic on the website, increased subscriptions to the newsletter. Interest turns into gaining trust, thanks to a good offer and appropriate marketing activities.
3. Consideration – Customers analyze all the pros and cons of the products from your offer, compare them with the competition, wonder if they have a need. Tracking campaigns help close the sale, but you have to react quickly and on point.
4. Purchase – Thanks to all your efforts, the customer decided to make a purchase in your store. It is worth introducing tools that optimize the basket. Thanks to this, we can suggest additional products that match the customer’s purchases or suggest more expensive and better alternatives.
5. Loyalty – Sales campaigns are much better received by people who have already purchased products and were satisfied with the service and after-sales support. Targeting marketing campaigns to them is one of the most important strategies. Maintaining good relationships increases the chances of loyalty from the customer.

Communication channel also important

An important element of marketing strategy is the skillful selection of the communication channel for the appropriate step of the sales funnel. Do you operate on Facebook? You create information campaigns reaching many people from your target group. Do you want to close the sale? You create tracking campaigns thanks to Google Adwords. Do you want to arouse interest in the offer? You implement a newsletter and push-up notifications on the website. All this contributes to achieving your business goal, which is sales.