consumer learns about a product for the first time and concludes when they return over and over again. On the way, people see advertisements, browse websites, read reviews, and consult with friends. Each step is important since it helps in their decision to purchase.
More people choose to purchase when a company makes these steps simpler and more helpful. According to studies, satisfied customers are 80% more likely to return. Also, it is observed that most customers view a product 6 to 8 times before making a purchase.
Key Stages in the B2C Customer Journey
1. Awareness
This is the exciting first step. People discover a brand for the first time. They might spot an eye-catching ad on TikTok, Instagram, or YouTube. Maybe they will search Google and find something interesting. Big, bold store signs or a post from a famous influencer can spark curiosity. The goal is to catch attention and make people want to know more.
2. Consideration
Now, people are thinking about it more. They start checking out product pages and reading what others have to say. Good reviews can help a lot at this stage. They might chat online with customer service to ask questions or see if a special deal is available. Ads and emails that remind them of the product can also influence their thinking.
In-store, friendly staff or online consultations can provide helpful information to guide their decision. All these steps help in customer experience optimization, making the journey better, easier, and more personal.
3. Purchase
Here’s where the magic happens: someone decides to buy. Making this easy and quick is very important. A smooth checkout process, clear pricing, and available discounts can make this step easier. In stores, things like “Buy One, Get One Free” create urgency for people to make a purchase.
4. Post-Purchase
After buying, people may need help with certain things. Brands keep the connection alive by checking in with customers. They might send a thank-you email or text. Deals like “Buy One, Get One Free” often nudge shoppers to make a purchase. Getting feedback or asking for reviews helps build trust. Also, sharing photos or stories online keeps the brand buzzing.
5. Loyalty & Advocacy
Satisfied customers are the best kind of advertisement. They likely return and may recommend the brand to others. Loyalty programs, personalized offers, and consistent communication can strengthen this bond. Happy customers leave glowing reviews and share their experiences. They turn into brand advocates, bringing in even more people.
Common Touchpoints Across the B2C Journey
Following are some of the most common B2C customer journey touchpoints:
Social Media Advertisements
Social media sites like Facebook, Instagram, and Twitter help businesses show ads to the right people. These ads are often the first time someone hears about a brand. If the ad is interesting or shows something impressive, people may click to learn more. This can lead them to visit the brand’s website or check out a product, starting their journey as a customer.
Website Visits
A business’s website is like an online store where people can look at products, learn more, and even buy something. How the website looks and works matters a lot. If it’s easy to use and has clear information, people are more likely to stay, come back later, or make a purchase. A good website makes the customer’s experience smoother and more enjoyable.
Emails
Emails help companies talk directly to their customers. They can be used to share sales, product updates, or helpful tips. Emails also remind people about things they liked or looked at before. If the message feels personal and useful, people are more likely to open it, click on links, and maybe even buy something. It’s a simple way to keep in touch and keep people interested.
Customer Support
Good customer service makes a big difference. If someone has a question or problem, they can call, chat, or email the support team. A thoughtful and kind reply can make someone feel appreciated and respected. But if support is slow or unhelpful, customers might stop buying from that company. Great support builds trust and keeps customers satisfied.
Video Content
Videos are fun and easy to understand. People like watching short videos that show what a product does or how it works. Apple, for example, makes videos showing all the new features of its iPhones. These videos help people see what makes the product special and can help them decide to buy it.
Product Demos
Product demos show how something works in real life. This gives customers confidence in what they're purchasing. Tesla lets people test drive their cars and also offers videos online to show the car’s features. These demos answer questions and give customers the confidence they need to move forward.
Reviews and Forums
Before buying something, many people read reviews from other customers. Sites like Amazon show ratings, reviews, and even questions answered by other shoppers. These comments help people know if the product is good and if it fits what they need. Seeing how others feel about a product provides a sense of trust and helps new customers feel more confident in their choices.
Blog Content
Blogs are places where companies share stories, news, or advice. Patagonia, for example, writes about topics like nature, climate, and outdoor adventures. This shows they care about the same things as their customers. A blog like this makes people feel connected to the brand and trust it more because they believe in the same values.
How Many Touchpoints Does It Take to Make a Sale?
When someone decides to buy something, they usually don’t do it right away, especially if it’s expensive or needs a lot of thinking. A “touchpoint” is every time a customer sees or interacts with a brand. It could be an ad, a website visit, reading a review, or even seeing someone use the product.
The number of touchpoints needed before a purchase depends on what kind of product it is. For example, if you’re buying a candy bar or a soda, often called fast-moving consumer goods, it might only take 3 to 5 touchpoints. These are quick decisions. You may see an ad, walk past it in a store, and decide to grab it.
Fashion needs more thought, maybe 5 to 10 touchpoints. You might see a jacket on Instagram, check the brand, read reviews, and wait for a sale before buying.
With electronics or tech, like phones or laptops, it takes even more time, around 10 to 15 touchpoints. People want to compare models, read specs, and watch YouTube reviews.
For luxury or expensive items, it can take 20 or more touchpoints. Buyers want to be sure. They research, visit stores, and take their time to feel confident in their choice.
Strategies to Optimize Each Touchpoint
B2C funnel optimization helps guide customers from interest to purchase. Here are some simple ways to do that:
- Personalize Based on What People Do: Show customers what they’re most interested in. For example, if someone looks at sports shoes, you can suggest similar products or give them tips on picking the best pair. This feels more helpful to them.
- Try A/B Testing: This means testing two versions of something, like a landing page or email. For example, you can send two subject lines to see which one gets more clicks. A/B testing helps you know what your audience likes.
- Use Clear Call-to-Actions (CTAs): Make it easy for people to know what to do next. Add things like “Shop Now” or “Get Started” to avoid confusion.
- Keep Your Message the Same Everywhere: Whether someone sees your ad online, visits your store, or gets an email, your message should be the same. This builds trust and avoids mix-ups.
- Stay in Touch After a Purchase: After someone makes a purchase, follow up. Ask how their experience was, offer rewards for coming back, or just say thanks. It shows that you care.
Tools to Optimize the B2C Customer Journey
Optimizing the B2C customer journey means making sure people have a good experience with your brand. There are several tools that can help improve this process by giving you important information and automating tasks.
Analytics Tools
Platforms like help track user behavior on your website or app. They show you which pages people visit, how long they stay, and where they might leave. This information can highlight areas that need improvement. For instance, if many users leave after visiting a specific page, it might indicate that the page is confusing or lacks necessary information.
Personalization Tools
Personalization tools such as Relevic help you to customize content for different users. You can make customers' experience more engaging by showing relevant products or messages based on a user's behavior or preferences. For example, if someone often looks at a particular category, Relevic can assist you in personalizing your content according to the preferred category.
Email Automation Tools
Services like Klaviyo and Mailchimp help you send automatic emails. They can send welcome emails to new subscribers, reminders to users who left items in their cart, or special offers to loyal customers. This keeps your brand on customers’ minds.
Journey Mapping Tools
Lucidchart and Smaply let you see the steps people take when they interact with your brand. Mapping these steps helps you identify problems or areas where they might leave. This contributes to an improved customer journey.
Measuring Success and Improving ROI
To understand how well your business is doing and how much you're gaining from your investments, it's important to track certain numbers, like B2C marketing ROI, that show how customers are interacting with your service.
1. Conversion Rate
This shows the percentage of people who visit your website and do something you want, like signing up or buying a product. For top B2C SaaS companies, the average conversion rate is 1.9%, meaning about 19 out of every 1000 website visitors become paying customers.
2. Customer Lifetime Value (CLV)
CLV tells you how much money a customer will likely spend with your company over time. A common formula is:
CLV = Average Revenue per Customer × Customer Lifetime
For example, if a customer spends $50 per month for 12 months, the CLV would be $600. SaaS companies typically aim to generate three times the revenue from a customer compared to what they spent to acquire that customer. This is called a 3 to 1 ratio of LTV (Lifetime Value) to CAC (Customer Acquisition Cost).
3. Churn Rate
Churn rate measures how many customers stop using your service over a certain period. For example, if you start with 1,000 customers in January and have 980 by the end of February, your churn rate is 2% over those two months. A lower churn rate means more customers are staying with your company.
4. Net Promoter Score (NPS)
NPS shows how satisfied your customers are and how likely they are to tell others about your company. Customers are asked how likely they are to recommend your service on a scale from 0 to 10. Scores above 50 are considered excellent in the SaaS industry.
Continuous Improvement Through Feedback and Testing
To make these numbers better, regularly ask your customers for feedback and test different ways to improve your services. For example, if many customers suggest adding a new feature, consider developing it. Making changes based on customer suggestions can lead to happier customers and better business results.
How to Avoid Extra Touchpoints and Still Close More Sales
Reducing unnecessary touchpoints in the buying process can help increase sales without confusing customers. Too many steps in the journey can lead to delays and dropped sales. Here’s how to reduce these extra steps:
1. Improve Website Usability and Speed
A slow website or one that’s hard to navigate adds extra steps for shoppers. If customers can’t find what they need quickly, they may leave the site. Make sure your website loads quickly, is easy to navigate, and works well on mobile. Show important product details like price and availability right away to avoid frustration. Clear calls to action should guide customers toward the next step, such as making a purchase.
2. Optimize Product Pages
When product pages lack clear details, customers may leave to search elsewhere. Make your product descriptions easy to read and include important details, such as specifications, high-quality images, and customer reviews. An FAQ section can also answer common questions and keep customers from leaving.
3. Simplify the Checkout Process
A long or complicated checkout process can cause customers to abandon their carts. Keep the checkout process simple with as few steps as possible. Offering guest checkout, autofill forms, and clear payment options can help. Let customers know about shipping costs and delivery times early to avoid surprises.
Conclusion
To wrap things up, if you want your customers to keep coming back, you’ve got to pay attention to the B2C customer journey. Spotting where they drop off and testing new ideas can help you keep them interested. A little change here and there can go a long way. Don’t wait until things slow down, keep checking in and trying new ways to keep your audience content.
Want to keep your customers hooked? See Relevic in action. Book a demo and explore smarter B2C touchpoints.
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