Definition: Consideration Stage

What is consideration stage?

In the consideration phase, a potential customer actively explores features, prices and evaluations of competing offers that could meet their needs in order to find the best offer. It follows the awareness stage, in which the customer recognises a specific need and develops an interest in a product.

Companies target this comparative research by standing out through tactics such as digital ads, helpful resources, trials and personalised recommendations. Key factors that customers evaluate include the perceived overall quality of the product based on attributes such as durability and performance. They also consider any incentives offered such as discounts, free shipping or included accessories. Brand attributes that differentiate a brand from its competitors, such as its reputation or dedicated customer service, and social validation through positive reviews or recommendations from others can influence their choice.

To convince interested customers, needs and doubts must be addressed more directly than through broad-based advertising campaigns. If companies understand the behaviour and problems of their target group, they can maximise the chances of converting them into paying customers.