Understanding customer´s phase in the buying cycle

It is vital to learn the phases of buying cycle to optimize return on investment. Understanding these phases are critical to analyze buying cycle to forecast conversions.

There are three different phases in an online buying process.

  • The Awareness Phase: This phase expose the customers to the product or service.
  • The Research and Comparison phase: The customer is aware about the product in this phase. The client is researching about the product and comparing the benefits with other providers.  Looking for review is an example of researching and comparing. At this stage, there are possibilities of customer not buying the product.
  • The Buying Phase: It is the phase when and where actual conversion takes place.

Strategies for differentiating Buyers from window shoppers

It is important to differentiate genuine buyers with window shoppers. By using keywords strategy that helps to separate these two categories. Also, negative keywords help to eliminate non-potential buyers.

It is crucial for businesses to reach customers in the right stage, which could be done by Ad text. It is important to identify what is conversion for a business. Conversion could be different for different businesses. It ranges from signing up, request for information or an actual sale. The conversion could be easily determined by call to action mentioned above (sign up, request for info, or an actual transaction). These calls to actions related conversions provides better realistic forecast for businesses.

Ad extensions provide more credibility and increase click-through  rate of an ad. Ad extensions provides navigational ease and highlight key point that help the user to quickly retrieve relevant information. Like location extensions help individuals to find store of provider, call extensions facilitates user to call advertiser and ask for any specific details thereby helping advertiser to differentiate that user from window shopper.