Understanding the Buyer's Journey for Squarespace Websites: Moving People from Consideration to Purchase
It is a pretty common phenomenon to launch a new website or online business, and hope for immediate results only to find yourself feeling a bit deflated. The truth is, a website, no matter how beautiful or on trend isn’t enough. That isn’t to say a well designed website isn’t necessary, it is. In fact, a poorly designed website on mobile can really cost you. That said, a beautifully designed, mobile website, still isn’t enough.
“57% of internet users say they won’t recommend a business with a poorly designed website on mobile.”
So if a Squarespace website alone isn’t enough? What is?
It is unlikely someone will click on an ad once and buy your product or service. Similarly, people are unlikely to visit your website just once and buy from you.
If you have ever online shopped, you have likely visited a website a few times before adding an item to a cart, and even then, you may have found yourself not completing the purchase.
While a lot of this comes down to specific e-commerce optimizations, such as improving the checkout process, utilizing abandoned cart emails, and addressing shipping costs, there is a point in all of this.
The point - most of the time, people don’t click on an ad and buy your product or service. It takes A LOT more work than that - hence teams of social media managers and content strategists and paid media specialists and so on.
Let’s dig into the buyers journey
Let’s start at the very beginning. First, you need to make people aware that you exist. From there, you need to address their hesitations and move them from consideration to purchase.
Once they make a purchase, the relationship doesn't end. Acquiring new customers is costly. You want to not only retain the clients you've worked so hard to win over but turn them into advocates who champion your product or service.
Let's take a look at the stages of the customer journey below
The buyers journey addresses 5 key steps
Awareness
Consideration
Acquisition
Relationship
Loyalty
Let’s dig into each component.
Awareness: How do people learn you exist?
Paid Social
Organic Social
Google Display Ads
Google Search Ads
Google Shopping Ads
YouTube Ads
Your website (SEO)
Blog articles (SEM)
Press Releases
Consideration: What could a potential customer pick you?
A white-paper
Infographic / Resources
A free webinar
A landing page
Online reviews
Youtube tutorials
Demonstration Video
Special offers
A free trial
Expert content
Case studies
Emails
Acquisition: What action do you want potential customers to take?
Sign up
Create an account
Schedule an appointment
Make a purchase
Call us
Relationship: How can you engage with your community?
Special offers through email
Answering questions over social
Discount on next purchase
Surveys asking how you can best serve them
Loyalty: How might loyal customers promote your brand?
Becomes a fan
Leaves reviews
Posts about you on social media
Recommends you
Creates user generated content (UGC)
Looking at the example above, can you think of how you can reach your audience? Is there a specific place in the buyer's journey where you can help move people from point a to point b?
For example, perhaps you have a lot of traffic, but you don't see conversions. Can you provide a nudge to move people from consideration to conversion? Could you offer a free two-week trial or create a demonstration video that addresses any confusion or hesitation?
