The 5-Step Customer Journey & Your Opportunities
Whether you’re selling art, services, food or anything else, it helps to be aware of the Customer Decision Journey.
According to research, here are the most common steps customers take, in order, and how to create a website and digital presence to optimize each step:
Customer steps:
AWARENESS: Building awareness of your art or brand is an ongoing, intensive effort, both in-person and online. Make sure the online presence of your business (ideally a website) is optimized to appear in Search results (SEO). Consider media mentions, ads, promotions, social media, and other means to create more awareness of your brand.
For social media, make sure all channels are updated at least weekly, and always point people to the place where they can buy … this is usually your website (or an online marketplace if you don’t have a website).
INTEREST: After a customer is aware of your business, they’ll go to your website and/or social media. Your website should create a strong brand presence and powerful first impression that appeals to your target customers.
Make sure all of your digital assets reflect the same thing to ensure a consistent, easy experience.
On social media and your website, it’s critical to compel visitors to easily join your email list. Growing your list of people interested in your art is one of the most effective long-term ways to market and sell your art.
Once on your website, potential buyers instantly and somewhat subconsciously form an impression, whether good or bad; the potential customer almost immediately processes — “this is for me/this is not for me”. This instant impression is based on the imagery, colors, and wording (value proposition) that they see.
If the experience is disjointed or off-putting, people will quickly leave.
If they’re interested enough, they’ll keep scrolling down and start exploring other pages on the site (usually About, the works for sale, and Reviews). If they haven’t come from your social media page, that will likely be the next place they visit to make sure you’re a serious artist, so be sure to update your social media at least once a week.
Your website should show your unique value and demonstrate credibility in various ways, including media mentions, social media, ratings & reviews, helpful content, and more. Make sure you have a good online reputation.
If the online experience is solid and seems worthy, they might buy at this point.
EVALUATION: In reality, most customers will then start evaluating and comparing before they make a purchase. “This looks good, but who else has this or does this? How does this compare to the alternative?” They might bookmark your site, and then do a new Search on the broader topic, comparing artwork, pricing, materials, and so forth.
DECISION: After further evaluation, a customer will hopefully return to your site for second or third look. Provide an easy, straightforward experience when the customer is ready to buy.
RETENTION: There’s a reason for the saying, “the best business is repeat business.” Provide excellent customer service. Ask for their rating & review, provide compelling content in email, offer incentives, and keep asking for their business. Consider rewards and/or referral programs, and do all you can to build customer loyalty.
Be Ready for the Customer Journey
The best way to be prepared for the Customer Decision Journey is with a professional website as your foundation. Schedule your free 15-minute consultation to learn more about our services for artists, including websites, social media management, email marketing, and more.
