The customer purchase journey is not limited to a simple click on ‘Buy’.
It is based on several crucial stages that influence the consumer's decision and determine the performance of your e-commerce strategy.
Understanding these stages better means optimising your conversion rate and promoting customer loyalty.
Why? Because a satisfied customer does not stop at their first purchase: they recommend you, they come back, they become an ambassador for your brand.
In this article, we will detail the 5 key stages of the customer purchase journey, and above all, understand how to extend this experience beyond the transaction.
The purchase journey is much more than a simple sequence of steps leading to a transaction.
It is a real journey that the consumer undertakes with a brand, from their first discovery to their post-purchase experience. Every interaction counts, and every point of contact can tip a purchase decision one way... or the other.
It often starts long before a visit to an e-commerce site.
A potential customer may hear about a brand via social media, an online advertisement or a recommendation from a friend or family member.
Then they do their research, consult customer reviews, compare offers, explore the website, open a promotional email, and so on.
Each channel plays a strategic role and influences the perception of the brand, the trust it inspires and, ultimately, the purchase decision.
But the journey doesn't end at the checkout.
The post-purchase experience is just as decisive: effective customer follow-up, careful communication and a well-thought-out loyalty program transform a simple buyer into a loyal customer, or even an ambassador for the brand.
In short, a well-constructed purchasing journey is a fluid and engaging path, designed to accompany the consumer at every stage, to the point of making them a key player in your success.
Understanding the purchasing journey of the consumer means anticipating their expectations.
Today, a buyer no longer limits themselves to a simple visit to an online site before making a purchase.
They compare, they consult reviews, they look for a fluid and personalised experience.
Optimising your customer purchasing journey means increasing your chances of conversion, but also of retention.
A customer who has a positive experience with your brand is more likely to make a repeat purchase and recommend your products.
And this is where the difference is made between a simple transaction and a lasting relationship with your customers.
In other words, understanding and optimising this journey is the key to increasing sales, maximising customer satisfaction and creating a real long-term customer relationship.
The consumer buying journey follows a 5-step logic.
Each phase is an opportunity to engage the customer, guide them towards a purchase and, above all, build loyalty.
Let's take a concrete example that will guide us through these 5 stages of the customer journey: a consumer is looking for a new pair of eco-friendly trainers.
Let's see how they go through each stage of the purchasing process.
It all starts with a click! Our prospect realises that their current trainers are worn out.
They think to themselves that they would like a more durable and ethical pair.
This is where content marketing comes in.
An Instagram post about the ecological impact of synthetic shoes, for example, or a blog article explaining the ethics of sneakers made from recycled materials... All of this can trigger desire.
Word of mouth, targeted advertising and influencer recommendations are also part of the trigger.
If a brand is visible at that precise moment, it already has a head start.
What matters is being visible when the need is recognised.
Now that the desire is there, it's time to search for information.
Our prospect searches for ‘eco-friendly trainers’ on Google, consults comparison sites, reads customer reviews and scans social media.
This is a crucial phase for capturing attention.
Blog articles, explanatory videos and newsletters are examples of content that should appeal to the prospect at this stage.
This content plays a key role and the companies that create it become potential solutions to the prospect's needs.
Visibility is at stake here. To put it simply, you can post relevant content, but if it is not visible, it will not be consulted.
It is to address these issues that brands can then integrate strategies involving referencing, influence, etc.
Our prospect has now identified several brands.
However, he is hesitating between three models. He therefore begins to compare prices, materials, customer reviews, guarantees, in short, all the information that will help him make his choice.
It is at this stage that brands must differentiate themselves more from the customer's point of view to assure them that their product best meets their needs.
So how can you convince them? A few little nudges can tip the scales in your favour: free trials, easy returns and satisfaction guarantees.
All sales arguments are good to highlight to avoid as many questions as possible from the prospect.
Our prospect is almost ready. They return to the website of their favourite brand, but one detail can still tip the balance.
This is when the user experience must be flawless! Smooth navigation, a clear design, secure payment... Everything must be thought out to avoid shopping cart abandonment.
Exclusive offers also play a key role. A ‘10% off your first order’ discount or a promotional code displayed at the right time can reduce shopping basket abandonment.
That's it! The prospect has become a customer, so we've reached the end of the purchasing journey... Actually, no.
A satisfied customer can become a loyal customer and potentially an ambassador.
Very simple actions can be put in place. For example, personalised thank you emails, an invitation to a referral program, a satisfaction survey or a promo code for the next order extend the relationship.
But the post-purchase experience is not limited to commercial gestures.
Delivery and after-sales service play a decisive role in the customer's perception of your brand.
Fast and reliable delivery, responsive and accessible customer service, and efficient management of returns or complaints can make the difference between a customer who buys again and a customer who forgets you.
Each interaction after the purchase strengthens trust and builds long-term loyalty.
However, many markets are competitive and simple actions can be obsolete.
That is why implementing a real loyalty strategy is becoming essential today for brands that want to increase the value of their customers and their profitability.
Our client Caps'Me perfectly illustrates the benefits of implementing a loyalty strategy.
They have increased the value of their customer thanks to a loyalty program tailored to their objectives and their market
How Caps increased its LTV by 116% in 6 months 👉 read the customer case study.
Pssst... You might find this interesting!
Loyalty programs are key to increasing your customers' LTV, and we can probably help. Check out our platform!
The consumer purchasing journey is a real obstacle course.
Each stage is an opportunity to capture attention, create a connection and turn a simple intention into a purchase.
But you still need to know how to pull the right levers!
A smooth and intuitive journey is what makes the difference between a customer who buys... and a customer who abandons their basket.
Clear navigation, striking design and well-thought-out recommendations capture attention and turn intention into conversion.
But beware, today, everything is played out on mobile.
The majority of purchases are made via a smartphone, and if your site is slow or the payment process resembles an obstacle course, you lose sales.
Conversely, a lightning-fast interface, a simplified purchasing tunnel and engaging product pages streamline the experience and boost your sales.
User experience cannot be improvised; it is built with the right levers.
To help you build it, you can read the 7 essential elements of a successful customer experience.
Consumers want reassurance before buying. Nothing is more powerful than testimonials and storytelling to influence their decision.
A well-told story and authentic reviews build trust and trigger purchases.
But how do you encourage customers to leave reviews or share their experiences? This is often a challenge.
This is precisely the purpose of our loyalty programs, which reward active customers, especially those who write reviews.
Good performance monitoring makes it possible to optimise each stage of the customer purchasing journey.
CRMs make it possible to measure key indicators such as CLV, as discussed earlier in the article, or the cost of customer acquisition, which verifies the profitability of your actions.
This point is so crucial that we have dedicated an entire article to it.
Discover the KPIs essential to monitor in order to develop your e-commerce.
An optimised purchasing journey is much more than a simple sequence of steps leading to a transaction.
It is a global marketing strategy, based on a detailed understanding of consumer behaviour at each stage of the purchase.
Every interaction, every detail counts in attracting, convincing and building lasting loyalty.
We have seen how to make the customer experience a positive one, how to use the power of content and customer reviews, and how to automate performance monitoring to streamline the purchasing process.
But above all, we have highlighted one essential point: the journey does not end with the purchase.
A satisfied customer can become a powerful ambassador if you continue to interact with them after the transaction.
By following a well-constructed strategy with the right levers, you don't just increase your sales.
You create an immersive and engaging experience that promotes loyalty and encourages recommendations.
A winning strategy, not only for your income, but also for the reputation and sustainability of your brand.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
