The consideration stage is a phase of the marketing or sales funnel in which customers seek out research, reviews, or other information to decide whether to purchase an item.
The marketing funnel exists to move customers from stage to stage, ultimately encouraging them to make a final purchase from the brand. After becoming aware of the brand, its identity, and its products, the customer moves into the consideration stage, where they conduct research, learn more about the product, and compare the product to other similar items.
During the consideration stage, customers need helpful information that enables them to move to the next stage of the funnel to make an informed purchasing decision. Successful brands and retailers will create detailed product descriptions and engaging content that provides the right information to customers at the right time.
This kind of content typically describes to customers how a brand’s product can solve a problem they likely have. This is particularly important for ecommerce brands that need to enable the customer to envision the product when they can’t touch or look at it.