Every customer’s journey is different, but consumers are always making decisions that shape their actions. Each choice determines the next step in their journey—a step that will either take them toward your brand or away from it. However, each of these steps are a chance for you to increase conversions. Rather than hitting a consumer with a sales pitch right off the bat, why not walk alongside them each stage of their journey? Every stage provides unique opportunities to boost the number of conversions.

Stage 1: Awareness

  1. Preparation

At the beginning of a customer’s journey they won’t know much about the service you offer. This earliest stage is not usually the time for a sales pitch. At this point such attempts tend to fall flat, potentially driving the customer away. Instead, the beginning of a customer’s journey is an opportunity to attract their interest in repeated visits. Creating quality, engaging copy and educational content is the best way to do this. Clear explanations of the services you offer, as well as their benefits, are crucial. This content can help convince customers to subscribe.

  1. Learning

Every step of the customer’s journey is an opportunity for you to learn, but this is especially important in the awareness stage. What is the buyer’s journey for your company? This is a vital question. If you’re unsure, conduct some interviews with customers, prospects, and your salespeople. You should learn the ways your buyers describe their struggles or goals and how they address these things. This knowledge will be a significant asset for you moving forward.

Stage 2: Consideration

  1. Personalization

Once the customer moves from awareness to consideration you can focus on addressing their specific need. If the awareness phase consists of a customer defining their goal or challenge, the consideration stage is when they seek to address it. They’re looking for more specific information. This is when you feed them more content, material that addresses their particular issue. They need to know that your product or service can be tailored to their needs. This personalization—specifically addressing the customer’s particular need—is a critical conversion booster.

  1. Competition

The consideration stage is a great time to detail why your service is better than your competitor’s. If your prospect’s problem is something a competitor can solve, what makes your service better? Setting yourself apart from other similar companies is crucial. This doesn’t just refer to your product, however—customer service is important, too. In fact, standout customer service can be just the thing to outshine competition and get that coveted conversion.

Stage 3: Decision

  1. Facilitation

When it comes time for a consumer to make a decision, go into full-on facilitator mode. If your personalization and competitive service gained a prospect’s trust, now is the time to maintain that. Take care of logistics quickly and efficiently, and make sure any information and deliverables your present are complete and accurate.

  1. Nurturing

Making a final decision can be stressful for many prospects. They often need gentle affirmation and assistance. Patiently address any last-minute questions or doubts, and proactively offer assistance. This should continue after they’ve become a customer. Maintaining communication goes a long way. It shows you care about more than the bottom line, revealing a desire to help your customers. This can convert a one-time buyer into a frequent customer.


Every stage of the buyer’s journey is an opportunity. Mindfulness of your prospect’s needs and dedication to serving them can go a long way in increasing your conversions. Prospects who see value—and feel valued—will become customers, and customers who you continue to serve will return.

Jim Bozzelli