The customer journey describes the path customers take from their first encounter with an offering to becoming loyal, long-term advocates for a brand. Each phase brings its own challenges and opportunities. This is where Conversion Rate Optimization (CRO) comes in: it ensures that users receive targeted support at every stage, increasing the likelihood of taking a desired action.
Depending on the phase within the customer journey, different methods and use cases make varying degrees of sense. While the focus in the awareness phase is primarily on targeted messaging and generating interest through personalization, later stages call for methods such as A/B testing and recommendations to make the funnel as smooth as possible for users. A strategic CRO approach across the entire journey is key to long-term success. In this first article of the series on the various stages of the customer journey, we focus on the awareness phase and highlight the most effective methods for this stage.
The Awareness Phase: Targeted Engagement and Sparking Interest
The awareness phase marks the first point of contact between potential customers and a brand or product. The goal here is to generate attention and make a strong first impression. At this stage, users are not yet actively searching for a specific solution—they first need to be convinced to explore the brand or product further.
Key KPIs in the awareness phase include:
Click-through rate (CTR): How many users click on ads or teasers?
Engagement rate: How deeply do users interact with the content?
Scroll depth: Is the content consumed fully, or do visitors leave the page early?
Bounce rate: How many users exit the site without interacting?
Relevant CRO Methods for the Awareness Phase
Companies should establish a systematic CRO testing strategy as early as the awareness phase to gather insights for future stages and drive continuous, data-driven optimization.
Personalization: Addressing users individually
In the awareness phase, it’s crucial to effectively reach the right target groups. Personalized content and tailored messaging help ensure that potential customers receive relevant information. Dynamic content based on user behavior increases the likelihood that users will engage more deeply with the offering.
Use case: An online fashion retailer could display different banners on the homepage based on a user’s previous browsing behavior—such as sporty clothing for active users or business outfits for working professionals. AI-powered algorithms enable real-time dynamic personalization, ensuring that users are shown relevant content right from the start.
User Research: Understanding what users really care about
Surveys, interviews, and usability tests help identify the needs and expectations of your target group early on. These insights can be used to optimize content, messaging, and landing pages to capture the attention of potential customers.
Use case: A software company might conduct interviews with potential users to learn which features are most appealing during the first impression—and then optimize its homepage accordingly.
Digital Analytics: Using data to take targeted action
Analyzing user data helps uncover which channels drive awareness and which types of content perform best. This enables companies to optimize their marketing strategies based on data and identify the most effective touchpoints.
Use case: An e-commerce provider can track which ads drive the most traffic to the website—and use those insights to better target future campaigns. Predictive analytics can also be used to proactively generate recommendations for user segments and design targeted retargeting campaigns.
Strategic Consulting: Choosing the right testing strategy
To use budgets efficiently, companies should not only test but also develop a clear strategy behind their efforts. The awareness phase requires different testing approaches than later stages of the customer journey—here, the focus is on identifying which messages and touchpoints most effectively activate potential customers. A/B testing can help compare different messages or landing page designs to determine which version performs best.
Use case: A travel platform could test two versions of a landing page—one with emotional imagery of travel destinations, and one with concrete offers—to see which generates more clicks.
Conclusion: Effectively optimizing the awareness phase
The awareness phase is critical in determining whether potential customers notice a brand or product—and whether they choose to engage further. With methods like personalization, user research, testing, and digital analytics, companies can refine their messaging and tailor it to the needs of their target audience. A data-driven approach is essential to making the first point of contact as impactful as possible.
In the next article of the series, we’ll take a closer look at the consideration phase and show how businesses can maintain user interest and guide them toward a purchase decision.
How effective is your awareness strategy?
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