After potential customers first encounter a brand or product during the Awareness Phase, they enter the consideration phase – a crucial moment in the customer journey. In this stage, users engage more deeply with the offering, compare options, and weigh pros and cons.
The goal of conversion rate optimization (CRO) in the consideration phase: build trust, reduce uncertainty, and provide relevant information to gradually guide users toward the next stage – the purchase decision.
How CRO Impacts the Consideration Phase
Targeted CRO actions during the Consideration Phase play a key role in convincing users of your brand and bringing them one step closer to conversion.
Important KPIs in this phase include:
Time on site: How long do users stay on the website or a specific page?
Click-through rate on product pages: How many users engage with product pages?
Interactions with comparison tools or configurators: How actively do users explore the available options?
Bounce rate: How many visitors leave the site without taking further action?
Relevant CRO Methods for the Consideration Phase
A/B and Multivariate Testing: Identifying the Best Variant
During the consideration phase, landing pages, product pages, and comparison tools play a central role. A/B and multivariate testing help identify the most effective designs, CTA wording, and product presentation.
Use case: An online electronics retailer tests two product pages – one with detailed technical specs and one with a simplified summary – to find out which version generates more purchase interest.
Strategic note: Beyond conversion rates, segmentation by user groups (e.g., first-time vs. returning visitors) should also be considered – a key lever for effective CRO in the consideration phase.Personalization: Delivering Relevant Content at the Right Time
In this phase, individual user needs can be addressed in a targeted way. Personalized content or dynamic landing pages help deliver exactly the information users need for their decision-making process.
Use case: A fashion platform shows registered users items tailored to their preferred style based on previous browsing behavior.
This approach becomes even more effective with AI-powered dynamic personalization, where content is delivered in real time based on user behavior – an advanced building block for modern CRO in the consideration phase.User Research: Understanding Needs and Removing Barriers
Surveys, heatmaps, and session recordings help identify hurdles and uncertainties early on. These insights feed directly into the optimization of the user journey.
Use case: A software provider discovers through usability testing that many users struggle to understand the pricing model. A simplified price overview improves clarity and increases conversion potential.
Recommendation: CRO in the consideration phase should always include both quantitative (e.g., data analysis) and qualitative (e.g., user research) perspectives – only then can decision-making be fully optimized.Recommendations: Guiding Users and Leveraging Cross-Selling
Targeted product recommendations based on interactions or previous user behavior support decision-making and enhance cross-selling opportunities.
Use case: A travel platform suggests alternative destinations or complementary offers like rental cars or guided tours based on a user's last viewed destination.
Tip: In the consideration phase, recommendation engines should focus not only on boosting revenue, but also on guiding user decisions – a powerful element of CRO at this stage.Digital Analytics: Using Data to Understand User Behavior
Analyzing interaction and drop-off rates provides valuable insights into where users hesitate or leave the journey.Optimizations can then be made based on data.
Use case: An e-commerce provider notices that many users add products to the cart but don’t proceed to checkout. A targeted reminder email significantly boosts the conversion rate.
Recommendation: Proactively use tracking data to sharpen your CRO strategy in the consideration phase – for example, through predictive analytics or personalized triggers.
Conclusion: CRO in the Consideration Phase Boosts Trust, Relevance, And Decision Support
The consideration phase is a pivotal moment on the path to purchase. Companies that apply the right CRO strategies here build trust, offer real value, and remove obstacles. By addressing the specific needs of their target audience, they not only increase their conversion rates but also actively support users in making informed decisions.
In the next article of this series, we’ll take a closer look at the purchase phase – and show how businesses can effectively guide users to complete the transaction.
Are your CRO strategies in the consideration phase set up for success? Let’s analyze together how you can guide your users more effectively toward conversion.
