A typical user journey of an online shopper:
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Discovery Phase:
- Awareness: The journey often starts with the user becoming aware of a need or desire, which can come from various sources like social media, search engines, ads, or word-of-mouth.
- Research: The shopper begins to research products or services that fulfill their needs. This could involve browsing through search engine results, visiting review websites, or checking social media for recommendations.
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Consideration Phase:
- Evaluation: After narrowing down options, the shopper starts evaluating specific products or services. This includes comparing features, prices, reviews, and possibly seeking additional information from the brand's website or contacting customer support.
- Decision: The shopper makes a decision on the product or service they want to purchase. They might add the item to their cart or wishlist, signaling an intent to buy.
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Purchase Phase:
- Checkout Process: The shopper proceeds to the checkout page, providing shipping details, payment information, and confirming the purchase.
- Confirmation: Once the purchase is completed, the shopper receives an order confirmation via email or on the website, indicating that their order has been processed.
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Post-Purchase Phase:
- Shipping and Delivery: The shopper tracks the shipping status and eagerly awaits the delivery.
- Product Reception: Upon receiving the product or service, the shopper assesses its quality and whether it meets their expectations.
- Feedback and Follow-Up: Some shoppers might leave reviews or feedback about their purchase experience. Brands may also follow up with post-purchase emails, seeking feedback or offering further assistance.
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Loyalty and Advocacy:
- Re-engagement: Satisfied customers might return to the store for future purchases, especially if they had a positive experience.
- Word-of-Mouth: Happy customers might recommend the product or service to friends or family, contributing to the brand's word-of-mouth marketing.
Throughout this journey, the user's experience greatly influences their satisfaction and likelihood of returning as a customer. Brands that provide a seamless, informative, and engaging experience at each stage can effectively guide users through this journey and foster loyalty.
