Exploring the Amazon Customer Journey
A "Customer Journey," explained, is how the potential buyer goes from being aware that they need an item that is generic to buying your product. Identifying where your intended customers end at this point is essential, especially in the Amazon marketplace, where many brand names try to get in and steer the customer to their preferred route.
The conventional marketing funnel includes three major stages of the customer's journey: awareness, consideration, and, finally, a decision. However, keep in mind that Amazon claims to be an entirely customer-centric company and has a mission to promote the experience of buying centered around the user. This means that the initial three ...
Exploring the Amazon Customer Journey
A "Customer Journey," explained, is how the potential buyer goes from being aware that they need an item that is generic to buying your product. Identifying where your intended customers end at this point is essential, especially in the Amazon marketplace, where many brand names try to get in and steer the customer to their preferred route.
The conventional marketing funnel includes three major stages of the customer's journey: awareness, consideration, and, finally, a decision. However, keep in mind that Amazon claims to be an entirely customer-centric company and has a mission to promote the experience of buying centered around the user. This means that the initial three rules will be in effect; however, two additional steps that are equally important have been added to the list with the words: brand retention and advocacy.
Let's go through the five steps below so you can adjust your branding strategy to suit -to increase conversions and customer loyalty.
The Awareness Stage
If a customer sees something they've been looking for for a while, needs some shopping pleasure, or wants to purchase a basic household item, they've reached the awareness stage. Using the Amazon DSP, a strong brand's advertising strategy can create interest and increase awareness of new products. It can also drive customers directly to the item before other competitors come their way.
But, this consumer might be targeted by something other than DSP, which would have led them to browse more broadly. When users search on the Amazon search bar (i.e., looking for "blender"), they are now in the search phase. This is where Sponsored Video or Display Ads can go a long way. These ads give you the most prominent real estate that can ensure that you stand out among all the competitors within the Amazon platform.
The Consideration Stage
At this point, the buyer has narrowed their search to a few relevant items and is weighing the advantages and disadvantages of each. Remember that modern consumer are more sophisticated and seek to be informed before purchasing. They go carefully through PDP (Product Detail Page) ( PDP) attentively, ignore products with four stars or less, and avoid those with bad reviews. When the customer has discovered the desired product(s) that they're looking for, they add them to the shopping cart.
If your PDPs are seeing an increase in visits but purchases have stayed the same, your product could be in the consideration stage. Reviewing the PDP's weaknesses (negative reviews, lack of information in bullet points, etc.) and working to fix the problems will improve your performance at this phase. If your product is struggling to make it to this stage, we suggest conducting Sponsored Products and Sponsored Brand campaigns to market your catalog and ensure it is an integral part of the potential buyer's journey.
The Decision Stage
The consumer is now in a position to fulfill their requirements and buy the item. Many Amazon users sign up to the site to purchase the product they want at this point, and they're just beginning their journey at this point. The two most efficient methods to reach potential buyers are sponsored display ads and an optimized and detailed PSDP. Your copy must be informative and let the customer know that they need to purchase this product and attempt to keep your product from being left behind in the cart.
The Retention Stage
As we mentioned earlier, traditional wisdom could conclude the customer's journey in the previous phase; however, to be successful on Amazon is only the halfway point. The "Retention" stage is the phase of loyalty to the brand that occurs when consumers view the brand with respect and continue to do business with them. It happens when a customer opts into newsletters or purchases other products unrelated to their initial purchase from the same brand as a result of their positive experience with the brand and its catalog.
Loyalty and retention of customers are among the top objectives for any company. To be successful during this time, your brand must improve the quality of all products in the catalog to ensure that customers don't experience a negative user experience. It is also important to comply with Amazon's retail readiness requirements for more optimization and greater results with customer loyalty.
