Navigating the 5 Stages of the Customer Journey

Seeing an ad on Instagram, reading customer reviews, comparison shopping, and watching videos — these are all actions consumers take along the journey to purchase.

From the initial awareness of a product or service to the careful consideration of options and, finally, to the commitment to make a purchase, consumers exhibit unique behaviors and motivations along this journey.

It’s important to understand these stages and engage your audience in order to provide the optimal customer experience and guide them toward a buying decision that involves your product or service.

5 Stages of the Customer Journey

According to research, 81% of consumers go online to find information and answer any questions about the product or service before heading out to the store to make a purchase.


Understanding the stages of the customer journey and how consumers research and shop is key to crafting effective marketing strategies.

The 5 stages of the customer journey include:

  1. Awareness
  2. Consideration
  3. Purchase
  4. Retention
  5. Advocacy


1. Awareness Stage

The journey begins when a potential customer becomes aware of your brand, product, or service. At this stage, they may have identified a problem or need, and they start actively seeking information and solutions. Your goal is to grab their attention and make a positive first impression.

Key Strategies

  • Content Marketing: Create informative blog posts, articles, videos, and infographics that address the pain points and interests of your target audience. The content should provide value and establish your brand as a trusted resource.
  • Social Media Marketing: Share engaging content on social platforms to increase brand visibility and reach. Use paid advertising to target specific demographics or interests.
  • Search Engine Optimization (SEO): Optimize your website content to rank higher in search engine results pages (SERPs) for relevant keywords, ensuring that potential customers can find you when searching for solutions.

2. Consideration Stage

In the consideration stage, potential customers evaluate their options. They compare different products or services and research which one best aligns with their needs. This is a critical stage where you can influence their decision-making process.

Key Strategies

  • Informative Content: Produce detailed product guides, comparison charts, videos, and customer reviews to help potential customers make informed decisions.
  • Email Marketing: Develop email campaigns that deliver valuable content, product comparisons, and customer testimonials to help potential customers evaluate their options.
  •  Ads: Use targeted ads to re-engage users who have previously visited your website but didn’t convert. Show them relevant products or content to keep your brand top of mind.

3. Purchase/Decision Stage

At this point, the customer is ready to make a decision and convert. They’ve narrowed down their choices and are looking for reasons to choose your product or service over others. Your goal is to provide the final nudge.

Key Strategies

  • Clear Calls to Action (CTAs): Use compelling CTAs on your website and in marketing materials to encourage conversions.
  • Special Offers: Offer limited-time promotions, discounts, or exclusive bundles to incentivize the purchase.
  • Trust Signals: Highlight trust factors like customer reviews, industry awards, and money-back guarantees to build confidence.
  • Live Chat and Support: Provide real-time chat support to answer questions and assist with the decision-making process.

4. Retention Stage

The journey doesn’t stop after the purchase. In fact, it’s just the beginning of a potentially long-lasting relationship. In the post-purchase stage, your focus shifts to customer retention, loyalty, and advocacy.

Key Strategies

  • Customer Feedback: Gather feedback to understand customer satisfaction and areas for improvement.
  • Loyalty Programs: Implement loyalty programs that reward repeat purchases and referrals.

5. Advocacy Stage

In this stage, customers become not just satisfied buyers but also enthusiastic promoters and advocates for a brand, product, or service. In this stage, customers have established a strong and positive relationship with your brand, and they willingly and actively support the brand in various ways.

Encourage satisfied customers to become advocates through reviews, testimonials, and word-of-mouth referrals.

Key Characteristics of the Advocacy Stage Include:

  • Loyalty: Customers in this stage are loyal to the brand and often prefer its products or services over competitors. They are repeat buyers who continue to engage with the business.
  • Advocacy: Advocates go beyond being loyal customers; they actively promote the brand to others. They might recommend the brand to friends, family, or colleagues, write positive reviews, share their experiences on social media, or participate in referral programs.
  • Word-of-Mouth Marketing: Advocacy often involves organic word-of-mouth marketing, where satisfied customers spread positive messages about the brand, effectively becoming brand ambassadors.
  • Higher Lifetime Value: Advocates tend to have a higher lifetime value to the business. They not only make repeat purchases but also bring in new customers through their recommendations and referrals.

Understanding the stages of the customer journey is essential for businesses looking to build strong, enduring relationships with their audience. Each stage presents unique opportunities and challenges, and by tailoring your strategies to align with your customer’s journey, you can enhance their experience and drive long-term success for your brand.

Get to Know Your Customers and Deploy Personalized Journeys Across Channels

Need to gather customer insights across channels to create a comprehensive customer view? Get to know your customers like never before and deploy personalized customer journeys—wherever and whenever your customers prefer.

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