The concept of the “Customer Journey” is fundamental in the world of ecommerce. Understanding how potential customers progress from recognizing their need for a product, to ultimately choosing yours is pivotal, especially in an environment where numerous brands vie for attention.
Traditionally, the marketing funnel is built on three stages: awareness, consideration, and decision. However, Amazon, as a customer-centric platform, has expanded this framework to include two additional critical steps: brand retention and advocacy. In this blog, we’ll dissect these five key stages to help you tailor your brand strategy, boost conversions, and foster customer loyalty.
1. The Awareness Stage
This is where a consumer first becomes aware of their need or desire for a product. Robust brand advertising that utilizes Amazon’s Demand-Side Platform (DSP) can generate interest and introduce new products to potential customers. However, not all customers will be targeted by DSP, and some will initiate their journey with a general search using Amazon’s search bar. In this case, Sponsored Display or Video Ads can help your product stand out amid the competition.
2. The Consideration Stage
At this point, the consumer has narrowed down their options to a few relevant products and is carefully evaluating each one. Modern consumers are well-informed and rely on detailed product information. They meticulously review Product Detail Pages (PDPs), paying attention to ratings and negative reviews. If you notice high PDP visits but stagnant purchases, it may indicate issues in the Consideration Stage. Reevaluate weak points in your PDPs (e.g., negative reviews, insufficient product details) to improve performance. If your products struggle to reach this stage, consider running Sponsored Product and Sponsored Brand campaigns to promote your catalog.
3. The Decision Stage
Here, the consumer is ready to make a purchase. They may already have a specific product in mind. Sponsored Display ads and an optimized, informative PDP are crucial at this stage. Your product copy should go beyond just informative. Convey why the consumer needs your product, preventing cart abandonment.
4. The Retention Stage
While traditional customer journeys often end at the Decision Stage, Amazon’s customer-centric approach extends further. In the Retention Stage, brand loyalty comes to the forefront. If a consumer views your brand favorably, they will continue to engage with it. Find ways to maintain that relationship — newsletters and social media are both viable options. To even get to this stage though, your user experience has to be top notch. Optimize your listings, use great product photography, and comply with Amazon’s Retail Readiness standards.
5. The Advocacy Stage
In the final stage, loyal customers become brand advocates. They share their positive experiences through word of mouth, reviews, and recommendations. Product reviews and star ratings play a significant role in this phase. Positive word of mouth, especially in the digital age, holds substantial sway over a brand’s image and trustworthiness. Consumers want consistent, reliable brands that deliver on their promises.
Analyzing Your Brand’s Customer Journey
Understanding the customer journey is crucial, but to derive maximum benefit, assess how well your brand facilitates a positive consumer experience. Tools like Amazon Brand Analytics can help you identify strengths and weaknesses. Staying true to your brand’s mission, comprehending your potential audience, and mastering the Amazon ecosystem are essential for success.