The Consideration Stage in the eCommerce Customer Journey: Making Your Store Stand Out

The Consideration stage in the eCommerce customer journey kicks off once potential customers are aware of your brand and grasp the value you offer. At this point, they’re weighing your products or services against your competitors.

Let’s explore what the Consideration stage is all about and how you can fine-tune your store to stand out and win over customers.

What is the Consideration stage?

The Consideration stage is when potential customers are actively comparing products, weighing pros and cons, and seeking out more information. They’ve moved beyond just knowing your brand exists – they’re now interested in figuring out whether your offering is the right solution for their needs.

At this stage, customers are likely browsing product pages, reading reviews, checking shipping policies, and comparing your store with others. They might not be ready to purchase just yet, but they’re gathering information that will guide their decision.

Key goals of the Consideration stage in the eCommerce customer journey

The goal in this stage is to provide potential buyers with everything they need to make an informed choice – ideally, one that leads them to your checkout page. The focus should be on building trust, showcasing value, and offering clarity so that you stand out from your competitors.

How to optimize the Consideration stage in e-commerce

Website design that shines

Your website’s design and functionality are crucial during the Consideration stage, as they directly impact how easily customers can gather the information they need to make a decision. A clean, well-designed website not only attracts attention but also makes the decision process smoother. Here’s how to ensure your design stands out

1. Stellar product pages: Your product pages are where potential customers spend the most time, so make them engaging and informative. Provide:some text
   • Detailed descriptions: Include all the relevant information—specifications, use cases, materials, dimensions, etc. This helps customers feel confident they know what they’re getting.
   • High-quality visuals: Use high-resolution images and videos to showcase your product from all angles. Consider adding interactive features, like 360-degree views or product demo videos, to elevate the experience.
   • Clear calls-to-action: Ensure "Add to Cart" or "Buy Now" buttons are visible and easy to click, reducing any friction for the buyer.
2. Mobile optimization: With more customers shopping on mobile devices, a responsive and seamless mobile experience is essential. Your product pages should:some text
   • Load quickly: Keep page load times under three seconds to reduce bounce rates.
   • Maintain usability: Ensure images, text, and buttons scale properly for smaller screens, allowing for smooth navigation.
   • Streamlined checkout: Reduce the number of steps required to complete a purchase, especially on mobile, where ease and speed are key.
3. Easy navigation and UX: Organize your website in a way that makes it simple for users to find what they’re looking for. Clear menus, well-placed search bars, and logical category breakdowns will help customers explore your offerings without frustration.

How to enhance website design?

To stand out here we recommend using page builders. They give you the flexibility to keep up with changing trends and customer preferences. With a page builder, you can quickly adjust your store’s design, offers, and structure to always match what your audience is looking for. This speeds up the process of launching new ideas, improving customer experience, and ultimately, boosting business growth.

Another big plus is how page builders help maintain brand consistency. You can easily update your site without losing that cohesive look and feel that builds trust and loyalty with customers. And in today’s competitive market, that’s a huge factor for success.

Plus, these tools help you get new campaigns and products out there faster, which is crucial when you’re trying to stay ahead of the competition. Being able to adapt quickly gives online stores a major edge.

Let’s take a real-world example

XMiles, a specialist in endurance nutrition, used a page builder to give their Shopify store a complete makeover. By creating custom landing pages to showcase their products, they developed over 40 product pages and optimized specific campaigns for better conversion. Thanks to the easy drag-and-drop builder, they tailored content to fit customer preferences and seasonal trends. The results? XMiles saw a 500% boost in conversions and a 150% jump in visitor traffic, leading to a significant increase in sales and customer engagement.

Leverage social proof

Social proof is a powerful tool in helping buyers make up their minds. Shoppers trust other customers more than brand claims, so show them how others are benefiting from your product.

• Customer reviews & ratings: Highlight positive feedback and ratings. Potential buyers want to see how other users found your product helpful and what specific problems it solved for them.
• User-generated content: Encourage your customers to post photos and videos of themselves using your product. This authentic content helps reinforce trust.
• Influencer or expert endorsements: If possible, display testimonials or endorsements from respected individuals in your industry.

Simplify comparisons

In the Consideration stage, potential buyers are likely browsing your competitors’ sites. Make it easy for them to compare your offerings favorably.

• Clear pricing structures: Be transparent about pricing and include any extra costs like shipping, taxes, or additional fees upfront.
• Highlight unique selling propositions (USPs): What sets your product apart? Is it a unique feature, exceptional service, or better value for money? Emphasize these USPs prominently.
• Comparison tools: Provide side-by-side comparison tools, either for your own product lineup or against competitors.

Build trust with guarantees and returns policies

Buyers need to feel secure before making a purchase decision. Offering assurances can give them the confidence to move forward.

• Money-back guarantee: Offering a risk-free purchase with a money-back guarantee reduces hesitation.
• Flexible return policies: An easy and transparent return policy shows customers that you’re confident in your product and prioritize their satisfaction.

Use remarketing strategies

Not every customer will make a decision during their first visit. This is where remarketing comes into play, gently reminding them of their interest.

• Email marketing: Send follow-up emails with product information, customer testimonials, or exclusive offers. You can also include comparison guides or FAQ sections to help overcome any potential doubts.
• Retargeting ads: Display ads featuring products they’ve viewed as they browse other websites. These subtle reminders can bring them back to complete their purchase.

Also, for dropshipping stores, there’s one more strategy we'd recommend to really stand out to buyers when they’re weighing their options.

Selling trending products

For dropshipping store owners, it’s no secret that selling trending products is a win-win strategy for boosting sales. Finding the right products at the right time can do wonders for your conversion rates and revenue. But, of course, this can take a lot of time, since you need to analyze key factors like sales performance, competition, and social media trends to make smart decisions about what to add to your store.

That’s where artificial intelligence comes in. AI can quickly sift through data on sales, competition, and trends for you. Plus, automation is a game-changer – it makes adding new products to your store super fast. We estimate it could save you up to 90% of the time you’d spend doing this manually.

An example of how selling trending products boosts revenue

Robert B., a Canadian entrepreneur, founded HotDiggidyDog.ca after his rescue dog passed away.

By using analytics and trend-tracking tools, Robert identified the best-selling products and launched a dog-themed store. He used data to make sure he was stocking products that were in high demand.

In just six weeks, Robert pulled in over $36,000 in revenue, turning his side hustle into a thriving business. AI-powered tools helped him overcome previous challenges in the eCommerce world.

Read the full success story in PayPal’s Newsroom.

Key metrics to track your efforts

How do you know if your efforts in the Consideration stage are working? Keep an eye on the following:

• Bounce rate on product pages: A high bounce rate may indicate that potential customers aren’t finding the information they need.
• Time on site and pages per session: These metrics indicate how engaged your customers are and whether they’re exploring different products or gathering more information.
• Add-to-cart rates: A high add-to-cart rate is a strong signal that customers are seriously considering your products.
• Abandoned cart rates: Use this metric to identify where potential buyers drop off, and adjust your remarketing strategies accordingly.

What comes next? The Decision stage

Once customers have gathered all the necessary information, they move into the Decision stage, where they decide whether to make a purchase. In the next part of this series, we’ll explore strategies to optimize this critical stage, helping you convert those interested browsers into paying customers.

Conclusion

The Consideration stage is all about helping customers feel confident that they’re making the right choice. By providing detailed information, social proof, easy comparisons, and building trust, you’ll be better positioned to convert visitors into customers. Fine-tuning this part of the customer journey can make all the difference between a casual browser and a loyal buyer.