Maximising conversions throughout the buyer’s journey

Maximising conversions at each stage of the buyer’s journey is crucial for marketing, sales, and customer service teams.

However, a key factor that often people overlook is ensuring the buyer feels in control of their journey.

While businesses might want to personalise content or provide helpful nudges, it's important that buyers never feel like decisions are being made for them. It needs to become or feel like a self-guided buyer journey.

When buyers feel empowered, they’re more likely to convert and become long-term customers.

Understanding the buyer’s journey vs. the customer journey

What is the buyer’s journey?

The buyer’s journey (also known as the purchase journey) is the process potential customers go through from the moment they identify a problem or need, to when they make a purchase decision.

It includes three key stages:

1. Awareness Stage: The buyer recognises they have a problem and starts searching for solutions.
2. Consideration Stage: The buyer evaluates different solutions or products.
3. Decision Stage: The buyer makes the purchase.

What is the customer journey?

The customer journey, on the other hand, includes everything that happens after the purchase. This extends to post-purchase support, onboarding, retention efforts, and advocacy programs.

While the buyer’s journey focuses on turning a lead into a customer, the customer journey aims to nurture long-term loyalty.

Both are important for creating a cohesive experience that not only converts but retains customers.

Key difference:

• Buyer’s Journey = Pre-purchase (from initial awareness to the decision).
• Customer Journey = Post-purchase (from purchase to retention and loyalty).

Why content is important in crafting the buyer’s journey

Content is the fuel that drives the buyer’s journey.

Without effective, relevant content, potential buyers will struggle to find the information they need to make informed decisions.

High-quality content, tailored to each stage of the buyer’s journey, ensures buyers feel supported but not pressured.

Key benefits of targeted content:

• Awareness Stage: Blog posts, social media updates, and videos help buyers discover that your product or service can solve their problems.
• Consideration Stage: Product comparisons, case studies, and whitepapers provide value and help buyers weigh their options.
• Decision Stage: Free trials, product demos, and detailed FAQs give buyers the confidence they need to make a purchase.

In all cases, content should offer value without forcing buyers to take immediate action. Giving buyers control over when and how they engage with your content is essential.

"McKinsey emphasises that in today’s buying environment, consumers are increasingly taking control of their decision-making process, and two-thirds of their touchpoints during the evaluation phase are consumer-driven (e.g., reviews, word-of-mouth). As a result, businesses need to shift from purely push-style marketing to helping buyers make their own informed decisions."
‍McKinsey

Creating a buyer-first experience in the awareness stage

In the awareness stage, buyers are just beginning to explore potential solutions to their problems.

The goal is to provide information that helps them discover your product or service without overwhelming them.

Key strategies:

• Offer Opt-in Content: Instead of aggressively pushing gated content, offer free blog posts, videos, and infographics that are accessible without requiring personal information. Once the buyer is ready for more, they can choose to opt into emails or download a guide.
• Use Interactive Tools: Quizzes, surveys, and assessments let buyers self-diagnose their problems and find solutions without feeling directed. These tools give buyers the illusion of control while subtly guiding them through the process.
• Avoid Over-Personalisation: Personalisation can be helpful, but too much in the early stages can come across as intrusive. Offer suggestions based on user behaviour, but give them a variety of options to explore at their own pace.

By respecting the buyer’s autonomy, you increase trust and engagement early on, which sets the stage for future conversions.

"Research from McKinsey indicates that companies leading in customer experience (CX) grew revenue more than twice as fast as their competitors between 2016 and 2021. These companies successfully integrated self-service and personalisation into their customer journeys to create a smooth buying process."
‍McKinsey‍

Guiding buyers through the consideration stage without pressure

During the consideration stage, buyers are evaluating different products or services to decide which one will meet their needs.

At this point, they need in-depth information that allows them to compare options.

Effective tactics:

1. Provide Comparison Tools: Buyers want to make informed decisions. Providing tools like side-by-side product comparisons, feature breakdowns, or even user-generated reviews allows buyers to evaluate options at their leisure.
2. Offer Product Demos and Case Studies: These are excellent ways to showcase your product without requiring buyers to commit. Let them explore product functionality through self-guided demos, video tutorials, or case studies. This keeps them in control while educating them on your product’s capabilities.
3. Nurture with Email Campaigns (Softly): Automated email campaigns can help nurture leads, but make sure to provide easy opt-outs. Sending helpful information rather than sales-heavy content is key to keeping buyers engaged.

The balance here is to offer detailed, helpful information while maintaining a buyer’s sense of control.

Avoid pushing them to make a decision too soon.

Supporting decision-making while maintaining buyer control

At the decision stage, buyers are ready to make a purchase.

Your job is to make it easy for them to choose your product. You want them to feel like they are making the decision on their own.

How to assist without being intrusive:

• Self-Service Options: Provide free trials, self-guided product demos, or sample products that allow buyers to explore your offerings at their own pace. This empowers them to engage when they’re ready.
• Provide Transparent Information: Buyers often hesitate when they can’t find detailed information like pricing, terms, or feature lists. Offering transparency eliminates friction and helps buyers feel in control.
• Non-Intrusive Sales Support: Offer live chat or easy-to-access sales representatives, but don’t force interactions. Buyers should have the option to reach out when they have questions, rather than being chased by sales reps.
• Clear Call to Action: Make it easy for buyers to purchase by offering clear, easy-to-follow steps. However, ensure there’s no pressure—allow buyers to return to previous stages or change their minds without frustration.

Empowering buyers at this stage builds trust and reduces the likelihood of cart abandonment or second-guessing.

"According to Gartner, 75% of B2B buyers now prefer a rep-free sales experience, which highlights the importance of offering a self-guided journey. However, Gartner also notes that relying solely on self-service digital purchases can lead to buyer regret, which means a balanced approach combining digital and human interaction is crucial for driving profitable decisions."
‍Gartner

Post-purchase: Ensuring continued control for loyalty and advocacy

The post-purchase stage is where you turn a one-time buyer into a loyal customer and potentially an advocate for your brand. Maintaining a buyer’s sense of control here is essential for long-term retention.

Key strategies for the post-purchase stage:

• Flexible Onboarding: Offer customers a modular onboarding process, where they can explore features and resources at their own pace. This way, they can tailor their experience based on their unique needs.
• Proactive Customer Support: Make it easy for buyers to choose how they want to engage with customer service. Whether it's through self-service options like a knowledge base or by contacting support via chat or phone.
• Customer Feedback Loops: Invite feedback in a way that empowers buyers to share their thoughts when they’re ready. Avoid sending aggressive follow-up emails; instead, offer incentives for voluntary feedback or referrals.

By continuing to respect buyer autonomy after the purchase, you increase the chances of repeat purchases and advocacy.

How self-guided buyer journeys can maximise CRO

Self-guided buyer journeys are essential for maximising conversion rate optimisation (CRO).

When buyers are in control of their journey, they’re more likely to take desired actions, whether that’s making a purchase, signing up for a newsletter, or engaging with more content.

Why self-guided journeys boost CRO:

1. Empower Buyers to Explore at Their Own Pace: When buyers feel in control, they are less likely to bounce from your website. Offering a variety of resources such as knowledge bases, FAQ sections, and product tours empowers buyers with the freedom to move at their own speed.
2. Reduce Friction: Self-service options, like free trials or product demos, allow buyers to convert when they’re ready. This reduces the pressure and decreases the likelihood of cart abandonment or frustration.
3. Improved Engagement: Interactive content, such as product builders or quizzes, invites buyers to engage with your brand in a way that feels personal but not forced. This engagement boosts time on site and conversion likelihood.

The key is to use CRO tools that prioritise the buyer’s journey rather than focusing solely on business-driven metrics.

When you put the buyer first, the conversions will follow naturally.

The role of technology: Using data without sacrificing control

Technology, especially AI and automation, plays a key role in maximising conversions.

But to avoid feeling intrusive, businesses must use these tools strategically, without taking control away from the buyer.

Best practices for data-driven personalisation:

• Smarter Recommendations: Use AI to suggest relevant content, but allow buyers to make the final decision. Offering recommendations based on browsing behaviour is helpful, as long as it doesn’t box buyers into one pathway.
• Non-Intrusive Automation: Automated emails and chatbots can be useful, but only when they’re optional. Provide buyers with the choice to interact with these tools or continue their journey independently.
• Customer Segmentation: Use data to personalise experiences for different buyer personas, but always provide opportunities for exploration. This ensures your personalisation efforts don’t feel constricting.

By using technology that enhances the buyer’s control, you can optimise your sales funnel without the risk of alienating potential customers.

"As per Gartner, by 2025, 60% of B2B sales organisations are expected to leverage AI-driven solutions to provide data-based recommendations. This allows buyers to receive more personalised, relevant information without feeling overwhelmed, which enhances conversion rates while keeping the buyer in control."
‍Gartner, via SalesIntel

Empower buyers to maximise conversions

To maximise conversions throughout the buyer’s journey, the key is giving buyers control.

Marketing, sales, and customer service teams need to collaborate to create a seamless, personalised experience that allows buyers to make informed decisions on their own terms.

From the awareness stage to post-purchase, the most successful brands put the buyer’s autonomy first.

By strategising content, self-service options, and non-intrusive guidance, you can create a buyer-first experience that boosts both conversions and customer loyalty.

Now is the time for your teams to align around this approach. Prioritise the buyer’s journey, and the conversions will naturally follow.

Improve customer experiences and increase conversions.

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