The cycle we all go through for all buying, from decisions to loyalty.
- Awareness – Discovering the product/offering
- Knowledge – Understanding the brand
- Desire – Imagining the benefits and impact
- Action – Having the ability to consume
- Re-evaluation – Assessing whether it was worthwhile
Awareness
- Where does discovery take place?
- Is there a good association?
- What is the value of the message?
Knowledge / Interest
- Are the features understandable?
- Is there trust in the company?
- What are the guarantees (or risk)?
Desire
- How will it improve everyday life?
- Does it feel good?
- What are we missing out on?
Action
- Do we have the ability to purchase?
- Is it convenience?
- Is it only for a limited time?
- What are the risks?
Re-evaluation
- Did the experience meet expectations?
- Did we know how to use the product fully?
- Are we able to ask for help?
- Will we buy again?
Also known as, or adapted to be, a sales funnel.