There is a lot of talk about the purchasing process and how to identify its stages. Entirely linked to the consumer, this movement refers to the path they take throughout the acquisition of a product or service. Currently, marketing and companies seek to develop this path in an organic and attractive way for the customer.
Therefore, all production of materials aimed at sales is focused on maintaining the consumer's journey until the end. These changes have made purchasing more complex than in the past. Companies have also readapted to the market due to the changing behavior of the public.
The switch from traditional media to new platforms has helped a lot along the way. In addition, many updates and new social networks are constantly emerging, so this purchasing process is a continuous study of the customer.
what is the purchasing process
Difference between purchasing process and AIDA
What is the purchasing process?
This term refers to the path that the customer takes from the beginning to the end of the purchase of the service or product . This entire journey has stages with the intention of making the sale , always considering the post-purchase period to be able to build customer loyalty .
How does the purchasing process work?
The functioning of this entire journey is closely connected to the purchasing funnel and the content that the public consumes along the way. Thus, there is a division of stages for the journey to be complete. However, analysis of the new consumer is necessary to shorten this entire journey.
The new customer: consumer 4.0
The entire journey is modified and updated due architects email list to the arrival of this new audience. Consumer 4.0 is considered more demanding compared to the previous generation of customers. Concerns about tone of voice, content, agility and trust are part of their demands.
Thus, the purchasing process is interconnected with the user's experience with the company and good service. Their interaction with links, colors, design and everything that the advertisement or website offers, influences the final decision.
5 main stages of the purchasing process
Understanding that the user's journey is divided into stages makes it easier to analyze and improve this path. Therefore, it is divided into five main stages. It is worth noting that the path is not always linear, meaning that there may be breaks or shortcuts along the way.
1. Recognition and discovery
This moment is marked by the unknown, that is, the customer is still unaware of their need and often does not even know your product.
Media, blogs, paid ads and other marketing or advertising formats are used to capture the public. This is how they begin to discover your service and platform. And, based on this first contact, they decide whether to continue using your service.
Therefore, the content, easy navigation, aesthetics and other aspects that improve the user experience must be aligned. It is worth noting that the tone of voice is already present here in a subtle way.
Furthermore, the content on the website is focused on keeping the user on the platform. Whether through CTAs or capturing visitor information with forms, inbound marketing or registrations. Shortcuts in the funnel can occur here, so qualified customer service must be prepared.
2. Identifying a problem
By consuming content or receiving news about your business, this captured user begins to detect a problem or a lack. This is where they feel that they may need to solve it, either with a product or service.
So, at this point, he is already open to finding out more about what you provide. Here he consumes the sample e-book, lecture, free material or content from your blog.
The language is not yet transactional and the idea is to mature this audience . The end of this stage is when this individual confirms that they have this problem and need the solution.
3. Considering the solution
This is the moment when the consumer is already looking for a solution to their pain. Thus, they evaluate reviews, comments, service benefits and even other possible solutions. They are a customer at the beginning of the bottom of the funnel.
The persona is already stronger in the language of the content. In addition, the material must be more in-depth to answer any questions. Providing personalized service and quality FAQs helps to retain this potential consumer.
4. Purchase decision
Now he knows what his decision is. So, he is at the bottom of the purchasing funnel. So the next step is to demonstrate your product as the best solution.
This customer is already certain that they will buy the product or service, now it remains to convince them that you are offering the right choice. At this point, the use of sales techniques and approaches is recommended.
So, here the purchase is made and the sales funnel ends. However, the purchase process is not yet finalized and there is a final step that must receive attention.
5. Post-sales evaluation
The customer has confirmed the purchase and is consuming your product. This is the time to collect opinion data and maintain proximity to the consumer. This increases the chances of a possible return.
Receiving evaluations and feedback on service and products is essential to understanding the strengths and weaknesses of your business. It also allows you to resolve any dissatisfaction.
Difference between purchasing process and AIDA
The difference between these two processes is the last step. In the purchasing process, an important part of customer loyalty is considered after-sales. While in AIDA, the focus is on selling the product.
Thus, AIDA focuses on the first four stages of the purchasing process: attention, interest, decision, action.