Marketers looking to optimize the customer journey and increase conversions must fine-tune their approach to the consideration stage. Why? Buyers at the consideration stage consume 47% more content than at any other point in the journey 🤯
Impressive, right? This means they are actively seeking detailed comparisons, case studies, product demos, and reviews to weigh their options. It’s a critical phase where brands can stand out by providing educational, value-driven content that helps the buyer make an informed decision.
Based on our AI-powered CRO software, we have detected that during the consideration stage, buyers are typically 57% of the way through their decision-making process before they even speak to a sales rep. This is because they are increasingly self-reliant, conducting extensive research on their own.
So, brands that provide high-quality, easily accessible content—like webinars, guides, and testimonials—are more likely to influence the decision. Let’s apply conversion rate optimization techniques to the consideration stage of your customer journey!
Table of Contents
What is the consideration stage?
The consideration stage is the middle phase of the buyer’s journey, where potential customers have clearly defined their problem or need and are actively researching potential solutions. It’s a crucial point where buyers shift from simply understanding what their issue is (the awareness stage) to exploring the different ways to resolve it and reach the decision stage.
In the consideration stage, they are evaluating various products, services, or solutions that could help them, but they have not yet decided which one to choose.
Here’s a detailed breakdown of what happens during the consideration stage:
1. Buyers define their problem and needs more clearly
At this stage, buyers have already identified a specific problem or need. They are no longer at the point of simply realizing they have an issue—they understand the nature of their problem.
For instance, a business might already know that their website traffic is declining and that they need a marketing solution to fix this. Or, an individual might realize they need a new laptop because their current one is outdated.
2. Exploring potential solutions
Buyers begin to actively seek out possible solutions to address their problem. They research different products or services that could meet their needs.
At this stage, they’re not necessarily looking to buy yet, but are comparing their options. They may look into different brands, software, or service providers, and start forming a list of possible solutions.
Free competitor
analysis template
Understand your competitors, spot opportunities, and stay ahead in your market.
For example:
- A business might look into SEO tools, social media marketing platforms, or paid ads to boost their website traffic.
- A person needing a laptop might compare different brands, models, and features like battery life or processor speed.
3. Researching and gathering information
In the consideration stage, buyers are gathering as much information as they can. They rely on various types of content to help them evaluate their options, which we’ll analyze in a bit.
This might include:
- Product demos: Buyers watch or request demonstrations to see how a product or service works.
- Case studies: They read examples of how other people or businesses have successfully solved similar problems.
- Comparison guides: Buyers look at side-by-side comparisons of different products to understand the pros and cons.
- Webinars and articles: Educational content helps them better understand the solutions available to them.
4. Setting criteria for decision-making
During this phase, buyers begin to establish the criteria they’ll use to make their final decision. They might consider factors like:
- Price: Is the solution within their budget?
- Features: Does the product or service have all the features they need?
- Ease of use: How user-friendly is the solution?
- Support: Will they have access to customer support if they need it?
These criteria help buyers to narrow down their options and eliminate solutions that don’t meet their requirements.
5. Building trust
At this stage, buyers are not only interested in the technical aspects of the product but also in how much they can trust the brand. Social proof, such as customer reviews, testimonials, case studies, and industry endorsements, becomes extremely valuable. Buyers are looking for reassurance that the product or service can reliably solve their problem.
For example, they might check online reviews or ask colleagues for recommendations to ensure they’re considering a reputable and effective solution.
Why is the consideration stage important?
The consideration stage is essentially where your potential buyers consider your product or services as a possible option to solve the problem that you helped identify in the awareness stage.
How well a business addresses the buyer’s needs during this phase can determine whether or not they make it to the shortlist of final options. Brands that provide the right information, build trust, and position themselves as experts have a much higher chance of being selected when the buyer reaches the decision stage.
What question can help define your consideration stage?
To define your consideration stage effectively, you need to ask questions that uncover how potential buyers research and evaluate options after they become aware of their problem or need. Here’s a key question to guide your understanding of the consideration stage:
“How do potential customers evaluate and compare solutions when they are deciding whether your product or service is the right fit for their needs?”
This question prompts you to dive into several critical aspects of the consideration stage:
- What criteria do buyers use to compare options? Are they looking at price, features, customer support, ease of use, integrations, or something else?
- Where do they look for information? Do they turn to customer reviews, product demos, comparison guides, or industry reports?
- What are the most common objections or concerns? Understanding what makes buyers hesitant, whether it’s cost, implementation time, or compatibility with existing systems, helps you create content that addresses those concerns.
- What kind of content do they consume at this stage? Knowing whether they prefer case studies, whitepapers, or product demos can help you tailor your marketing strategy to their needs.
By answering these questions, you can better define the content and strategies needed to address buyers’ needs during the consideration stage and move them closer to making a decision.
What are the goals of the consideration stage?
The consideration stage’s primary goal is to aid potential buyers considering your product or service as a possible choice to solve their problem.
However, let’s keep in mind the consideration stage has specific goals for both the buyer and the seller. Let’s get into int:
Buyer’s goals during the consideration stage:
1. Research and compare potential solutions
The primary goal for buyers in the consideration stage is to explore different solutions to their problem or need. At this point, they have already clearly defined their challenge or requirement and are now evaluating various products, services, or approaches that could potentially resolve it. For example:
- If a company needs to improve their website traffic, they might research SEO tools, paid ads, or content marketing strategies.
- An individual looking for a fitness program might compare options between gyms, online workout subscriptions, and personal trainers.
Buyers want to gather as much information as possible about each option, which includes understanding the features, pricing, benefits, and drawbacks. The goal is to find the best fit for their specific needs.
2. Establish decision criteria
During this stage, buyers begin to develop specific criteria for evaluating each option they’re considering. They ask themselves questions like:
- What are the must-have features or functions?
- Is the solution within budget?
- Will it solve my problem effectively?
- Does it integrate with my existing tools or workflows?
- How easy is it to use, and what kind of support is available?
By setting these criteria, buyers can more easily eliminate unsuitable options and focus on solutions that align with their priorities.
3. Assess the value and ROI of each solution
Buyers want to make sure that the solution they choose is worth the investment, whether it’s time, money, or resources. This means they are not just looking at the immediate costs or benefits, but also considering the potential return on investment (ROI). For instance:
- Will this tool or service save time or reduce costs in the long term?
- Does it provide value that justifies its price compared to cheaper alternatives?
- Will it lead to measurable improvements (e.g., increased sales, better efficiency)?
Buyers are focused on understanding whether the benefits of each option outweigh the costs and what the long-term impact will be on their business or personal situation.
4. Build trust and reduce sisk
Another important goal during the consideration stage is to reduce any perceived risk in making the wrong choice. Buyers want to feel confident that the solution they select will perform as promised. This is why they look for social proof, such as:
- Customer reviews and user testimonials
- Case studies showing success stories
- Third-party endorsements or certifications
- Expert opinions in blogs or videos
Trust-building is essential here. Buyers want reassurance that others have successfully used the solution for similar needs, which reduces their sense of risk and increases their confidence in the decision.
5. Narrow down options to a shortlist
By the end of the consideration stage, buyers aim to have narrowed down their list of potential solutions. They may start with several options but eventually reduce this to a more manageable set of finalists. These are the solutions that have met their decision criteria, have demonstrated strong value, and have built enough trust. From this point, the buyer will move into the decision stage, where they make their final choice.
Seller’s/Brand’s goals during the consideration stage:
1. Position the product or service as the ideal solution
For businesses, the primary goal during the consideration stage is to position their product or service as the best solution for the buyer’s problem. This is a critical phase because buyers are actively comparing different options, and the way a brand presents itself can make the difference between staying in the running or being eliminated. Brands need to focus on clearly communicating their unique selling points (USPs) and differentiators, including:
- What makes their solution better or different from competitors?
- How does their offering specifically solve the buyer’s problem?
- What value-added benefits do they offer (e.g., superior support, integration, better ROI)?
By showcasing their strengths in comparison to other solutions, brands can help influence the buyer’s decision and move them closer to a purchase.
2. Educate buyers with high-value content
Another key goal for brands in the consideration stage is to educate buyers. Buyers are seeking information, so businesses should provide content that answers their questions and helps them make informed decisions. This includes offering:
- Comparison guides that showcase how their product stacks up against competitors.
- Case studies that demonstrate how their solution has worked for other clients.
- Webinars, whitepapers, or blogs that dive deep into industry topics or product features.
Educational content establishes the brand as an expert and trusted advisor, which increases the buyer’s confidence and likelihood of choosing them over competitors.
3. Build trust and reduce friction
Similar to the buyer’s goal of reducing risk, brands also want to minimize friction during the consideration stage by building trust. They can do this by:
- Showcasing customer success stories that highlight real-world results.
- Providing transparent pricing and detailed information to reduce surprises later.
- Offering testimonials or user-generated content to show social proof.
- Being responsive to any questions or concerns buyers may have during this stage, often via live chat, email, or FAQs.
The goal is to ensure that the buyer feels reassured about the product or service and is more comfortable moving forward.
4. Guide potential customers toward the decision stage
Not every buyer in the consideration stage is ready to make a decision right away. For brands, nurturing these leads is a key goal to keep them engaged and build long-term interest. This can involve:
- Email marketing campaigns with educational content and product information.
- Personalized follow-ups that address specific buyer needs.
- Product demos or free trials to give buyers hands-on experience with the product.
The goal is to stay top of mind so that when the buyer is ready to make a decision, the brand is their first choice.
5. Encourage buyers to take the next step
The ultimate goal for sellers during the consideration stage is to encourage the buyer to move forward into the decision stage. This could involve offering clear calls-to-action (CTAs), such as:
- Scheduling a demo or consultation.
- Signing up for a free trial.
- Requesting a quote or a personalized proposal.
By providing a clear and compelling next step, brands can nudge potential customers closer to making a purchase decision.
What role does the consideration stage play in the customer journey?
In short, the ultimate role of the content centered around the consideration stage is to make your product or service the best option for your audience when looking to solve their problems. The target audience is still in the educational and informative phase and isn’t ready to have any promotional content.
In this stage, they are purely looking for as much information as possible to make the best, most intelligent, and calculated decision regarding solving their problem. No promotional content should be used as this can drive them away. The role of this part of the buyer’s journey is to offer information that will make your brand and its products or services look like a credible and trustworthy purchase.
Marketing strategies for the consideration stage
Remember: the goal during this stage is to provide the right content and interactions that position your solution as the best choice. To succeed, you need to offer educational and trust-building content, while gently guiding buyers toward a decision.
So, based on our experience optimizing customer journeys, these are the strategies we recommend putting in place:
1. Make sure you really understand your buyers
In the consideration stage, buyers are no longer just aware of their problem; they are actively researching solutions. This means your marketing strategy needs to be grounded in a deep understanding of who your buyers are, what they care about, and how they make decisions.
Refining your buyer personas
To effectively target buyers in this stage, start by refining your buyer personas. Personas are detailed representations of your ideal customers, based on real data and insights. While you may already have established personas, the consideration stage calls for deeper insights. You should gather data from multiple sources:
- Customer surveys and interviews: Ask your existing customers about their experience during the consideration stage. What factors influenced their decision? What concerns did they have? This direct feedback helps you identify the most important decision-making criteria.
- Behavioral analytics: Analyze how potential customers interact with your content using tools like Google Analytics or heatmaps. For example, if a large number of visitors spend time on comparison pages or pricing sections, that signals their interest in evaluating options. Understanding these behaviors allows you to focus on the content that matters most to them.
- Sales and support team input: Your sales and customer support teams can offer insights into common questions and objections they encounter during discussions with potential buyers. Incorporating this information into your buyer personas gives you a more accurate picture of their concerns and decision-making triggers.
By refining your personas, you can segment your audience based on their specific roles, challenges, and decision-making criteria. This allows you to tailor your messaging to directly address what each group cares about most.
Anticipating buyer questions
During the consideration stage, buyers are actively looking for detailed information to help them compare solutions and make an informed choice. It’s critical to anticipate the questions they’re asking at this stage and provide the answers upfront. Common questions will likely revolve around:
- Product features and benefits: Buyers want to know how your product works and whether it will meet their specific needs. Be sure to offer detailed feature breakdowns that explain how each feature solves a particular problem.
- Pricing and value: At this stage, transparent pricing is key. Buyers need to understand what they’ll get for their investment, and whether your solution offers better value than competitors. Create clear, easy-to-navigate pricing pages that outline costs and what each pricing tier includes.
- Integrations and compatibility: Buyers will also be evaluating whether your product integrates with their current systems or workflows. Offering clear documentation on compatibility and ease of implementation can alleviate their concerns.
You can address these questions through content like FAQs, product demos, comparison guides, and detailed feature breakdowns. This way, you help buyers feel more informed and confident about moving forward with your solution.
Using behavioral insights to refine your strategy
To ensure your marketing efforts are hitting the mark, it’s important to use behavioral data to refine your approach continuously. By tracking how buyers interact with your content, you can identify patterns and adjust your messaging accordingly.
For instance, if your analytics show that buyers are spending significant time on certain product pages or comparison guides, it indicates those are key decision-making touchpoints. In this case, prioritize promoting these pages and ensure they are easy to find. If heatmaps show that visitors are not scrolling past a certain section of your pricing page, it may indicate confusion or lack of engagement, signaling a need for clearer messaging or more engaging content.
By leveraging Pathmonk analytics you can monitor what buyers are most curious about and where they might be encountering friction. These insights allow you to fine-tune your messaging and content to align more closely with buyer interests, increasing your chances of guiding them toward a decision.
2. Plan content around solutions, not features
During the consideration stage, the focus of your content should be on helping buyers understand how your product or service can solve their specific problems.
This is not the time for overly promotional material—buyers want to be educated and reassured that your solution meets their needs. The key is to provide content that is both informative and persuasive, while positioning your product as the best option.
Developing solution-based content
At this stage, buyers are actively seeking information that will help them make informed decisions. They want to know exactly how your product or service addresses their challenges. Solution-based content is designed to do just that—it focuses on explaining the practical benefits of your offering and demonstrating its effectiveness.
Start by creating content that directly addresses the pain points your buyers are facing. Case studies are an excellent tool for this. They allow potential customers to see real-world examples of how your product has successfully solved problems for others in similar situations. These stories provide proof that your solution works, which is often what buyers need to see before making a decision.
In addition to case studies, whitepapers and industry-specific guides can be highly effective in the consideration stage. These resources dive deeper into how your product can solve particular problems in specific industries or contexts. By presenting well-researched, authoritative content, you establish your brand as a knowledgeable and trustworthy expert.
We’ll break down the best-performing content for the consideration stage in the next section!
Providing objective comparisons
Buyers at this stage are almost always comparing your product to those of your competitors. They’re weighing the pros and cons, and trying to decide which solution offers the best value. To build trust and differentiate your offering, it’s important to provide honest, objective comparisons.
Instead of focusing solely on selling your product, create comparison guides that lay out the features, benefits, and pricing of your solution alongside your competitors’. This level of transparency shows that you are confident in your product and are willing to help buyers make the best decision for their needs—even if that means acknowledging where competitors may have an edge. The goal is to position your product as the better choice based on the factors that matter most to your audience, such as functionality, ease of use, or long-term ROI.
A transparent approach helps build credibility with your audience. Buyers are more likely to trust a brand that provides objective, balanced information rather than one that comes across as overly sales-driven.
Enhancing with video content
Video is a powerful medium for the consideration stage because it engages buyers in a way that written content often can’t. It provides a dynamic, visual demonstration of how your product works and allows buyers to see its features in action. Incorporating video content, such as product demos, tutorials, and customer success stories, adds a new dimension to your marketing efforts.
Product demos give buyers an up-close look at how your solution operates. These videos should walk them through the key features and show how they can be used to solve specific problems. Tutorials can go a step further, offering a more in-depth, step-by-step guide to using your product effectively.
In addition, customer success stories presented in video format can be even more impactful than written case studies. Hearing directly from a customer about how your solution helped them succeed creates a stronger emotional connection and builds trust.
By integrating video into your solution-based content, you provide buyers with a more engaging and comprehensive view of how your product works, making it easier for them to understand and visualize its benefits.
3. Stay on top of your prospects’ mind
You’re not the only brand your prospects are researching, so let’s make sure yours is a match.
As buyers are usually exploring multiple options at this stage and may revisit different products or services several times before making a decision, you should implement retargeting ads.
Retargeting ads allow you to stay top-of-mind for buyers who have already interacted with your site but haven’t yet converted. These ads remind potential customers about your brand and encourage them to return to your website for further exploration, making them a critical tool in driving conversions.
For example, if a visitor explored a particular product or service on your site but didn’t convert, dynamic ads can remind them of that product while offering more information, like a feature they may have missed. This tactic helps reinforce the value of your solution while nudging them back to your site to continue their research.
The key here is personalization. Dynamic retargeting allows you to show ads that align with the buyer’s previous behavior, making the content more relevant and persuasive. This not only helps build familiarity with your brand but also encourages potential buyers to revisit and reconsider your offering.
Best performing content for the consideration stage
The best-performing content in the consideration stage is content that educates, builds trust, and helps buyers evaluate their options without overwhelming them with overtly promotional messaging.
During this phase, buyers are actively comparing products or services to determine which solution best addresses their needs. Therefore, the most effective content offers detailed information, real-world examples, and clear comparisons to guide them toward making an informed decision. Let’s dive deeper into the types of content that perform best in this stage.
1. Case studies
Why they work: Case studies provide concrete examples of how your product or service has helped real customers overcome challenges similar to those your potential buyers are facing. They offer social proof and detailed, narrative-driven evidence of success, which is crucial for buyers in the consideration stage who are seeking validation.
Key benefits:
- Trust-building: Buyers want reassurance that your product works. Case studies offer proof by showing actual results from real clients, helping to reduce perceived risk.
- Industry relevance: When tailored to specific industries or challenges, case studies make it easier for buyers to relate and visualize how your solution will work for them. For example, a case study about a SaaS company improving customer retention is more relevant to other SaaS buyers.
- Detail and depth: Unlike promotional content, case studies go beyond surface-level benefits, diving into specific features and tactics that led to measurable results, which appeals to buyers who are conducting deeper research at this stage.
Best practices:
- Focus on a specific challenge and how your solution directly addressed it.
- Use data and quantifiable results to demonstrate effectiveness.
- Include quotes or testimonials from the featured customer for added credibility.
2. Product demos or free trials
Why they work: Demos and free trials allow buyers to see your product in action or get a taste of your services. They answer the important question of how your solution works and whether it fits their specific needs. This can be done through interactive live demos, recorded demonstrations, or even free sessions that allow potential customers to explore the offering on their own.
Key benefits:
- Hands-on experience: A live or pre-recorded demo provides a visual and practical experience that helps buyers understand the product’s features and benefits more clearly.
- Tailored to specific needs: Demos can be personalized based on a buyer’s specific interests or use cases, making them feel more relevant and useful.
- Builds confidence: Showing potential customers exactly how your solution works reduces uncertainty and empowers them to make an informed decision.
Best practices:
- Make the demo concise but detailed enough to cover key features.
- Include a live Q&A for interactive demos to address potential buyers’ concerns in real time.
- Offer an on-demand version so buyers can view it at their convenience.
3. Comparison guides
Why they work: Buyers in the consideration stage are often comparing multiple solutions. Comparison guides offer a clear, side-by-side look at how your product or service stacks up against competitors. They help buyers quickly see the differences in features, pricing, and benefits, positioning your offering as the best choice.
Key benefits:
- Clarity in decision-making: By laying out all the relevant information in one place, comparison guides simplify the decision-making process for buyers.
- Objectivity builds trust: Providing an honest, transparent comparison—highlighting both strengths and weaknesses—shows buyers that you are confident in your product’s advantages without resorting to hard selling.
- Differentiation: A well-crafted comparison guide allows you to highlight the unique features of your solution, setting you apart from competitors in the areas that matter most to your audience.
Best practices:
- Focus on key decision criteria like price, features, usability, and customer support.
- Use charts or visuals to make the comparisons easy to understand at a glance.
- Ensure objectivity by acknowledging where competitors may have an edge, then emphasize why your solution is still the better overall choice.
4. Whitepapers and industry-specific guides
Why they work: Whitepapers and guides offer a deep dive into industry challenges and explain how your solution addresses these issues. They are highly effective because they provide educational, value-driven content that positions your brand as a thought leader without being overtly promotional.
Key benefits:
- Educational content: Whitepapers are often perceived as authoritative, research-backed documents. They appeal to buyers looking for thorough analysis and insights, particularly those making high-stakes or complex purchases.
- Specificity: Tailoring whitepapers to specific industries or challenges increases their relevance and makes it easier for buyers to envision how your solution fits their unique needs.
- Lead generation: Whitepapers are frequently gated, meaning buyers provide their contact information in exchange for access. This makes them an excellent tool for lead generation while offering buyers valuable content.
Best practices:
- Focus on solving a specific problem relevant to your buyer’s industry or business.
- Use data and research to back up your claims, adding credibility.
- Keep the tone educational rather than promotional to maintain authority and trust.
5. Testimonials and reviews
Why they work: Social proof is a powerful motivator in the consideration stage. Potential buyers look for validation from peers and other customers who have had positive experiences with your product. Testimonials and reviews can offer that reassurance by showcasing how your product has helped others in similar situations.
Key benefits:
- Trust and credibility: Buyers are more likely to trust reviews and testimonials from real customers than marketing material directly from the brand.
- Relevance: Highlighting reviews or testimonials from customers in the same industry or with similar pain points makes them more relatable and impactful for potential buyers.
- Influences decision-making: Positive experiences from other customers can often be the tipping point that sways a buyer toward making a decision.
Best practices:
- Feature testimonials prominently on product pages, landing pages, and in retargeting ads.
- Include specific details in testimonials about how the product solved a problem or exceeded expectations.
- Utilize third-party review platforms (e.g., G2, Trustpilot) to add credibility.
6. Cost calculators
Why they work: Cost calculators are particularly useful for helping buyers understand the financial implications of their decision. In the consideration stage, pricing is often a key factor, and buyers are trying to weigh the cost-benefit ratio of each option. A cost calculator provides transparency, helping buyers see exactly what they can expect to pay based on their specific needs and usage.
Key benefits:
- Personalized estimates: Buyers often want to know how much a product or service will cost based on their specific requirements (e.g., company size, usage, or features selected). A cost calculator allows them to input their details and receive an estimate tailored to their situation, which helps them make an informed decision.
- Reducing friction: Buyers can be hesitant to engage with sales teams early on, especially if they’re just exploring options. A self-serve calculator offers transparency and allows buyers to explore pricing without feeling pressured, reducing friction in the decision-making process.
- Encourages engagement: Offering a cost calculator can serve as a soft lead generation tool by asking buyers to input their contact details to receive a detailed estimate. This also gives you insight into their specific needs and budget range.
Best practices:
- Make the calculator easy to use and transparent. Avoid hidden fees or complicated pricing structures that could frustrate users.
- Provide options to contact your sales team for more personalized advice or a deeper dive into custom pricing scenarios.
- Place the calculator prominently on your website or landing pages to capture interest when buyers are seriously considering their options.
7. Podcasts
Why they work: Podcasts have become a popular medium for sharing in-depth information, particularly when it comes to complex topics. They are a very effective tool in the awareness stage for educating buyers in a more conversational and engaging way.
Their role in the consideration stage is more indirect compared to formats like case studies or demos, but they can still be a powerful ally.
Key benefits:
- Thought leadership and credibility: A well-produced podcast helps establish your brand as an authority in your industry. By discussing trends, challenges, and solutions in your field, you provide buyers with valuable context that reinforces your expertise.
- Building deeper relationships: Podcasts give your audience a chance to hear from your team, partners, or customers in a more relaxed format, which can help build a deeper emotional connection with your brand. This is particularly useful if your product requires a high level of trust, as buyers often engage with podcasts over a longer period.
- Long-form education: Podcasts allow you to explore topics in greater detail than blog posts or ads might. For example, you can dive into complex subjects like product implementation, customer success stories, or industry-specific challenges that are relevant to your buyers.
Best practices:
- Feature guest speakers, such as customers, industry experts, or partners, who can provide third-party validation of your product’s value.
- Create episodes that address common questions or challenges faced by buyers in your industry, showing how your product or service can help.
- Use podcasts to build a deeper connection with your audience, but complement them with more direct, actionable content (like case studies or demos) that helps move buyers further down the decision funnel.
8. Consideration ads
Why they work: Targeted ads—whether through search engines or social media—can also be very effective during the consideration stage. These ads can be tailored to focus on the pain points, decision criteria, or specific needs buyers are evaluating. By delivering ads that speak directly to the buyer’s concerns or highlight key features of your solution, you create additional touchpoints that can move them closer to conversion.
Key benefits:
- Precision targeting: You can use detailed audience segmentation to ensure that your ads reach buyers who are in the consideration stage, whether through search engine queries, behavior-based targeting, or demographic filters.
- Feature and benefit promotion: Ads can highlight the key differentiators or unique features of your product, helping buyers see why your solution stands out.
- Enhanced visibility: Ads on platforms like Google or LinkedIn can keep your brand front and center as buyers continue to research and compare solutions. This is especially useful if they’ve already visited your site and interacted with your content.
Best practices:
- Focus on key decision-making factors like pricing, features, and customer satisfaction in your ad copy.
- Use compelling calls-to-action (CTAs) that guide buyers back to your website for more detailed information or a product demo.
- Leverage A/B testing to determine which ad variations—whether based on messaging, images, or targeting—are driving the highest engagement and click-through rates.
Enhanced strategy: Combine targeted ads with search intent marketing to capture buyers who are already searching for solutions similar to yours. Ads that appear in response to specific keywords or queries can effectively address the buyer’s immediate concerns or decision criteria.
How does Pathmonk engage and convert visitors in the consideration stage?
Pathmonk’s AI-powered personalization technology plays a crucial role in engaging and converting visitors during the consideration stage by delivering highly targeted, relevant content and experiences tailored to each visitor’s unique needs and behaviors.
Here’s how it works:
1. Behavioral tracking and analysis
Pathmonk’s AI technology continuously tracks visitor behavior on your website in real time, including how they interact with content, where they spend the most time, and what products or services they view. By analyzing these behaviors, the AI can identify which stage of the buyer’s journey the visitor is in and what kind of content would be most helpful for them.
During the consideration stage, visitors are evaluating options and comparing solutions. Pathmonk uses behavioral data to present personalized content that directly addresses their needs. For example, if a visitor is repeatedly viewing product comparison pages or feature breakdowns, Pathmonk can dynamically offer additional resources like case studies or product demos to help them make a more informed decision.
2. Personalized micro-experiences
Pathmonk’s AI creates micro-experiences tailored to the visitor’s intent. These are short, personalized interactions that guide visitors deeper into the funnel without feeling intrusive.
For a visitor in the consideration stage, Pathmonk might highlight specific features, offer relevant product comparisons, or showcase case studies from industries similar to the visitor’s. This personalized content is displayed at the right time, based on the visitor’s behavior, ensuring it aligns with their needs at that exact moment.
For example, if a visitor has previously explored specific features of a product but hasn’t engaged further, Pathmonk could automatically suggest a demo or whitepaper related to that feature, driving deeper engagement.
3. Reducing decision fatigue
During the consideration stage, buyers often face decision fatigue from evaluating multiple options.
Pathmonk’s AI helps reduce this by guiding visitors through personalized interactions that simplify the decision-making process. By delivering relevant content or solutions based on their unique journey, Pathmonk minimizes the overwhelming feeling of too many choices, nudging visitors towards the most suitable solution without them having to do the heavy lifting.
4. Real-time adaptation
One of the core strengths of Pathmonk’s AI is its ability to adapt in real time. If a visitor’s behavior shifts—say they start viewing pricing pages after engaging with product demos—Pathmonk can adjust the content and offers presented.
This flexibility ensures that visitors are always getting the most relevant information for their stage in the journey. During the consideration stage, this could mean offering discount codes, product comparison guides, or even personalized consultations based on the visitor’s activity.
5. Building trust through relevant content
Pathmonk’s technology also helps build trust, which is critical in the consideration stage. By serving visitors with content that directly addresses their concerns or objections—such as customer testimonials, industry-specific case studies, or success stories—Pathmonk’s AI helps reassure visitors that your product or service is a credible solution.
This trust-building content increases the likelihood that they will continue engaging with your brand and move towards the decision stage.
6. Improved lead nurturing
For businesses capturing leads in the consideration stage, Pathmonk AI enables a smoother transition from consideration to decision.
The AI can offer personalized calls-to-action, such as scheduling a demo or downloading a relevant whitepaper, based on the visitor’s behavior and readiness. This level of personalization helps turn passive consideration into active engagement and moves potential buyers closer to conversion.
Increase +180%
leads
demos
sales
bookings
from your website with AI
Get more conversions from your existing website traffic delivering personalized experiences.
Fast hacks to help you succeed in the consideration stage
To effectively capture and engage buyers during the consideration stage, there are specific tactics you can implement that not only address their needs but also improve the visibility and relevance of your content.
1. Leverage customer reviews for content ideas
Browsing customer reviews on third-party platforms like G2, Trustpilot, or even social media can provide valuable insights into what buyers appreciate most about your product or service, as well as areas for improvement. Pay close attention to recurring themes in both your reviews and your competitors’. These insights can help shape content that speaks directly to the concerns and preferences of your audience.
- Identify common pain points or praises mentioned by customers and turn them into content topics. For example, if multiple reviews mention the ease of integration with existing tools, create a blog post or case study highlighting this benefit.
- Address any negative feedback in your content, positioning your product as the solution to common issues that buyers face with competitors.
2. Optimize your content for SEO
SEO plays a crucial role in ensuring that your content is discoverable by potential buyers. During the consideration stage, buyers are actively searching for comparisons, product reviews, and solution-oriented content. By optimizing your pages and content for relevant keywords, you can ensure your brand appears when buyers are looking for solutions similar to yours.
- Use tools like Google Keyword Planner or SEMrush to find high-intent keywords related to your product or industry. Focus on terms like “best [product type] for [problem]” or “[product] vs. [competitor].”
- Ensure that all content, from blog posts to product pages, is optimized with relevant keywords, meta descriptions, and headers.
- Implement internal and external linking strategies to boost your site’s SEO performance and authority.
3. Tailor content for different decision-makers
In many businesses, especially in B2B contexts, multiple stakeholders are involved in the decision-making process. The needs and priorities of middle management often differ from those of executives or C-level leaders. To effectively capture the attention of each group, it’s important to tailor your content to their specific goals and decision-making criteria.
- For middle management or technical teams, focus on content that highlights product functionality, ease of use, and technical integrations.
- For decision-makers at the executive level, emphasize ROI, scalability, and the long-term benefits of your solution.
- Develop role-specific case studies, whitepapers, and guides that speak to the different priorities within the organization.
4. Track website activity and lead scores
Constantly monitoring your website’s activity allows you to gain insights into how potential buyers are engaging with your content. Tracking lead scores and user behavior can help you identify where buyers are in the journey and tailor your follow-up strategies accordingly. This data can also guide content creation by showing you which pages or topics attract the most interest.
- Use Pathmonk customer journey analytics to track key metrics such as page views, time on site, and conversion rates. Analyze which content resonates most with visitors.
- Implement lead scoring to identify high-value prospects based on their interactions with your content. For example, buyers who download a whitepaper or attend a product demo might score higher, signaling readiness for more direct engagement.
- Adjust content promotion strategies based on data. If a particular case study is generating lots of traffic but not converting, look for opportunities to optimize CTAs or add more compelling follow-up offers.
What are some common mistakes in the consideration stage?
The consideration stage is a critical point in the buyer’s journey where potential customers are evaluating and comparing different solutions to their problems.
It’s a phase that requires businesses to offer detailed, solution-oriented content that educates buyers and builds trust.
However, many businesses make common mistakes that can inadvertently push buyers away. Let’s explore these mistakes in detail and understand how they can be avoided.
1. Offering overly promotional content
One of the most common mistakes businesses make during the consideration stage is being too promotional. While it’s important to highlight your product or service, buyers in this stage are looking for value-driven information that helps them make informed decisions, not hard selling.
Why this is problematic: Buyers are already aware of their problem and are evaluating different options to solve it. They want educational content that helps them compare solutions based on features, benefits, and real-world performance. Overly promotional content can come across as biased or insincere, eroding trust and turning buyers off.
How to avoid it: Focus on creating content that educates and informs rather than pushing for an immediate sale. Offer resources like case studies, whitepapers, how-to guides, and comparison articles that highlight your solution’s value without overhyping it. The goal is to build credibility and help buyers understand why your product is the best fit for their needs, without being overly aggressive.
2. Failing to provide clear, transparent pricing
Pricing is a key consideration for most buyers, and yet, many businesses fail to offer clear and transparent information about their pricing during the consideration stage. Hidden costs, vague pricing structures, or a complete lack of pricing details can frustrate potential buyers and lead them to abandon your product for competitors who are more upfront.
Why this is problematic: Buyers need to feel confident that your product or service fits within their budget. When pricing is unclear or feels deliberately obscure, it creates a barrier that can discourage buyers from moving forward. Additionally, buyers may assume that if pricing isn’t readily available, the product might be too expensive or not worth their time investigating.
How to avoid it: Provide transparent, easy-to-understand pricing on your website or in your sales materials. Whether your pricing is based on features, tiers, or usage levels, ensure that buyers can quickly see what they’ll be paying and what’s included. Consider using a cost calculator to allow buyers to input their specific needs and get an estimated price. If your pricing is customizable, offer a clear process for obtaining a quote, such as booking a demo or speaking with a sales rep.
3. Not addressing potential buyers’ concerns
Another critical mistake businesses make is failing to anticipate and address the common objections or concerns buyers may have. During the consideration stage, buyers are looking for reassurance that your product will meet their needs. If their concerns aren’t addressed, they may turn to competitors that provide clearer answers.
Why this is problematic: Buyers in the consideration stage are likely comparing multiple options, and they may have specific concerns about your product, such as how it integrates with their existing systems, what kind of support they’ll receive, or whether your solution has the features they need. If these concerns are left unaddressed, buyers may feel uncertain or hesitant, leading them to abandon your solution in favor of one that offers more clarity.
How to avoid it: Create content that proactively addresses the most common buyer objections and concerns. This can be done through:
- FAQs: Develop a comprehensive FAQ section that covers questions about pricing, features, support, and more. Make sure it’s easily accessible on key landing pages and product pages.
- Case studies: Showcase real-world examples of how your product has overcome similar concerns for other customers. Highlight how specific features or services addressed particular pain points.
- Comparison guides: Offer detailed comparison guides that not only show your product’s advantages but also acknowledge where competitors might have an edge, explaining how your solution still delivers better value overall.
4. Neglecting to follow up with interested leads
A critical mistake many businesses make during the consideration stage is neglecting to follow up with leads who have shown interest but haven’t yet converted. Leads in the consideration stage may require multiple touchpoints before they make a final decision, and failing to follow up can result in lost opportunities.
Why this is problematic: Buyers often revisit solutions several times before making a decision, and they may need more information, reassurance, or even a reminder to come back to your site. If there’s no follow-up, they may feel neglected or lose interest. Worse, they may end up converting with a competitor that actively engages with them throughout the decision-making process.
How to avoid it: Implement a lead nurturing strategy that keeps interested buyers engaged. This can be done through:
- Email nurturing campaigns: Set up automated email workflows that send follow-up content based on the lead’s activity. For example, if a potential buyer downloaded a whitepaper, follow up with a case study or a product demo offer that builds on their interest.
- Retargeting ads: Use dynamic retargeting ads to remind potential buyers about the products they viewed on your website. Retargeting ads can showcase customer reviews, product features, or limited-time offers to encourage them to return and finalize their decision.
- Personalized follow-ups: If a lead has been particularly active—requesting a demo or engaging with multiple pieces of content—have a sales representative follow up with personalized recommendations or offers. This can provide the final push a buyer needs to make a decision.
Frequently Asked Questions about the consideration stage
How does the consideration stage differ from the awareness stage?
The consideration stage differs from the awareness stage in several key ways, particularly in the buyer’s mindset, goals, and engagement with content.
In the awareness stage, buyers are just beginning to understand they have a problem. Their primary goal is to gather information and define the issue they’re facing. At this point, their mindset is more exploratory and broad, and they’re not yet ready to engage deeply with solutions. Content at this stage needs to be educational and focused on helping buyers recognize their problem—think blog posts, infographics, and general industry insights. Buyers in this stage are not ready to make decisions and are less likely to engage directly with brands.
Once they move into the consideration stage, buyers have a clear understanding of their problem and shift their focus to finding the best solution. They are actively researching options, comparing products or services, and evaluating which one is the right fit. The mindset changes to being solution-oriented, with buyers now seeking in-depth information, such as product demos, case studies, and comparison guides. They are more willing to engage with brands, attend webinars, or request demos because they are closer to making a decision.
While the awareness stage is about problem identification, the consideration stage is about solution evaluation. Buyers have moved from broad research to focused comparisons, and their content needs become more specific and detailed. As a result, businesses should adjust their content strategy accordingly, offering valuable resources that help buyers make informed decisions and move closer to a purchase.
How does the consideration stage differ from the decision stage?
The consideration stage and the decision stage are distinct phases in the buyer’s journey, each with different goals and behaviors.
In the consideration stage, buyers have already identified their problem and are actively researching and evaluating potential solutions. They are comparing various products or services, weighing features, pricing, and benefits to determine which option best fits their needs. The focus is on evaluating and narrowing down options. Buyers are not yet committed to a single solution and are seeking in-depth information like case studies, product demos, or comparison guides to help them make an informed choice. The mindset here is analytical—buyers are exploring multiple alternatives and gathering data to understand which solution is right for them.
In contrast, the decision stage is where the buyer has already evaluated the available options and is now ready to make a final choice. At this point, they have a clear understanding of their preferred solution and are looking for final validation or reassurance before committing. They are likely reviewing specific details such as pricing plans, contract terms, or customer reviews. The decision stage is more about action—buyers are seeking the confidence to finalize their purchase, and businesses need to provide clear calls to action, offer demonstrations or trials, and eliminate any remaining obstacles to purchase.
In summary, the consideration stage is about comparing solutions, while the decision stage is about selecting and committing to the best option. Content in the decision stage should be geared towards facilitating a smooth purchase process, addressing final concerns, and providing buyers with the last bit of confidence they need to make a decision.
What should your consideration stage ads do?
Your consideration stage ads should focus on guiding potential customers as they evaluate and compare solutions, providing them with the information and reassurance they need to move closer to a decision. Here are key things your consideration stage ads should accomplish:
1. Educate and inform
Consideration stage ads should help buyers understand how your product or service addresses their specific needs or problems. Instead of being purely promotional, these ads should:
- Highlight your product’s key features and benefits.
- Showcase how it solves relevant pain points.
- Offer detailed, solution-focused information that educates rather than pushes for a hard sale.
2. Build trust
Buyers in the consideration stage are looking for reassurance that your solution is trustworthy and effective. Your ads should:
- Include social proof, such as customer testimonials, case studies, or reviews, to demonstrate real-world success.
- Feature industry certifications or endorsements, if applicable.
- Emphasize credibility through clear, honest messaging.
3. Encourage deeper engagement
Since buyers are actively researching, your ads should encourage them to dive deeper into your content. They should:
- Drive traffic to educational resources like comparison guides, product demos, or webinars.
- Promote free trials, consultations, or other interactive experiences.
- Include strong calls to action (CTAs) that prompt users to take the next step, such as downloading a whitepaper or signing up for a product demo.
4. Provide comparisons
Buyers are often comparing multiple options at this stage. Your ads can:
- Offer direct comparisons to competitors, highlighting your solution’s unique advantages.
- Use visual elements like comparison charts or key differentiator lists to help buyers quickly assess how you stand out.
5. Retarget and personalize
Ads in the consideration stage should be highly personalized based on previous buyer interactions. They can:
- Use retargeting to re-engage buyers who have visited your site but haven’t converted, showing them relevant content or products based on their behavior.
- Deliver dynamic ads that reflect the specific features, services, or products they’ve already shown interest in.
6. Reduce objections
Your ads should proactively address common buyer concerns or objections, such as:
- Offering clear pricing information.
- Explaining how your product integrates with existing systems.
- Highlighting any risk-free aspects (e.g., money-back guarantees or free trials).
Optimizing the consideration stage: the bottom line
The consideration stage of the buyer’s journey is the phase that helps your target audience consider your product or service as an option to resolve their problem. This is a key part of converting these leads to customers. Which is why analyzing your target audience is going to help you develop content that’s centered around answering vital questions.
These potential buyers need these questions answered before confidently moving into the decision stage with your product or service remaining in their shortlist of possible options. Once you take into account all the features mentioned above that make up the consideration stage, you should be well-equipped to start creating content centered around the consideration stage.
Looking to get more leads from your consideration stage? This is how Pathmonk compares to traditional customer journey optimization tools:
• Pathmonk vs Gong.io
• Pathmonk vs Mutiny
• Pathmonk vs Optinmonster
• Pathmonk vs Hubspot Pop Up Forms
• Pathmonk vs Clickfunnels
• Pathmonk vs Drift
