Consideration Stage
« Back to Glossary IndexQuick Summary
This article explores the consideration stage, explaining how it works and offering strategies to engage prospects. From providing educational content to personalized follow-ups, it highlights the importance of using tailored resources and smart forms. Growform plays a key role by helping you collect accurate lead information through embedded smart forms. For more insights on lead generation and conversion, visit the Growform blog.
Looking to Maximize the Consideration Stage of Your Funnel?
The consideration stage is when potential customers evaluate whether your product or service is the right fit for them. They compare options and look for the best solution. So, how do you win them over?
In this Growform article, you’ll learn exactly what consideration-stage buyers want, how to show your product as the right pick, and how Growform can help you turn those interested leads into paying customers.
Why Listen to Us?
At Growform, we specialize in lead generation and conversion optimization. Our platform helps businesses capture better-qualified leads through smart, no-code forms. With years of experience building high-converting funnels, we understand the intricacies of guiding prospects through each stage, especially the consideration phase.
What is the Consideration Stage?
When it comes to marketing, the customer journey typically includes stages: awareness, consideration, decision, and customer loyalty. The consideration stage is when leads, having identified their need or problem, actively seek solutions.
At this stage, they are:
- Researching Solutions: Learning about different products or services that can address their needs.
- Comparing Options: Weighing the pros and cons of various solutions to see which fits best.
- Seeking Recommendations: Reading reviews, case studies, or asking peers for insights into the solutions they’re considering.
How Do You Know Your Leads Are in the Consideration Stage?
Here are some signs:
- Engaging with Educational Content: They’re exploring potential solutions through eBooks, blogs, webinars, and other resources.
- Reviewing Product Comparisons: They actively look at comparison charts or testimonials to weigh your solution against others.
- Requesting Demos or Trials: They may contact you for a demo or free trial to test how well your product meets their needs.
For example, if you’re selling email marketing software, a lead in the consideration stage might download a comparison guide of email marketing platforms, attend your demo session, or sign up for a free trial to evaluate your product against others in the market.
Why is the Consideration Stage Important?
The consideration stage matters because this is where prospects actively decide who makes their shortlist. Getting it right here means:
- You clearly show how your solution solves their problem.
- You position your brand against competitors effectively.
- You build trust and credibility before buyers decide.
- You filter out poor-fit leads, improving sales efficiency.
Mastering this stage helps you stand out, capture quality leads, and make prospects more likely to pick your solution when they’re ready.
How to Win Prospects Over in the Consideration Stage
1. Engage with Educational Content
During the consideration stage, prospects are seeking answers. Offer content that educates and informs, such as:
- eBooks or whitepapers explaining your solution
- Blog posts addressing pain points
- Webinars or case studies showcasing real-world uses
- Comparison guides to evaluate options
For instance, as a company selling an email marketing software, a lead might download a comparison guide, attend a demo, or sign up for a trial to evaluate your product against others. This helps build trust and guides prospects toward choosing your solution.
2. Highlight Unique Selling Points
The consideration stage is also your chance to communicate clearly what makes your product or service stand out. Therefore, your educational content should focus on the features and benefits of your solution that directly address their needs. These could include:
- Exclusive features that solve their specific pain points
- Competitive pricing or value-added services that make your offering more cost-effective
- Superior customer support that provides long-term assistance
For example, you might emphasize how your email marketing software offers advanced automation features or superior analytics, which are key selling points over competitors.
The goal is to make it easy for prospects to see why your product is the best fit.
3. Offer Personalized Demonstrations or Trials
Prospects want to see how your solution works in action, tailored to their needs. To make this happen, you can offer them:
- Personalized demos that address their unique challenges
- Free trials that let them explore features at their own pace
- Onboarding support to ensure they get the most out of their experience
Depending on what you offer them, a lead might schedule a personalized demo to see how your email marketing software’s automation tools could streamline their campaigns, or they might sign up for a free trial to explore the features themselves.
This hands-on experience can be a deciding factor in moving them to the next stage.
4. Provide Social Proof and Testimonials
Social proof and testimonials are also effective in providing reassurance that your solution works and delivers value. Therefore, you want to provide prospects with:
- Customer reviews highlighting positive experiences
- Case studies that demonstrate real-world success
- Testimonials from clients that speak to your product’s effectiveness
For example, you can roll out testimonials from satisfied clients who have seen increased open rates or higher conversion rates after using your email marketing software. You can also share case studies that demonstrate how your software helped brands streamline their email campaigns.
Showing them how others have successfully used your product to solve similar problems helps build trust and credibility.
5. Prepare for Personalized Follow Up
Once prospects engage with your content or sign up for a trial, the chance to convert them increases with the right follow-up. A personalized follow-up ensures they feel valued and that their needs are addressed. You can do this by:
- Sending targeted emails that reference their previous interactions
- Offering additional resources like tutorials or case studies
- Addressing any concerns and providing clear next steps
For example, follow up with tailored tips or an invite to a demo session after a lead signs up for your email marketing software trial. Using smart forms, you can collect the data you need for more relevant follow-ups.
Fortunately, Growform’s intuitive multi-step form builder can help you create these forms seamlessly.
Optimizing Lead Collection in the Consideration Stage with Growform
Growform simplifies and enhances lead capture during the consideration stage. The smart lead capture forms you build using our drag-and-drop builder allow you to:
- Guide prospects through the process step-by-step to collect just the information you need
- Validate the data provided to ensure accuracy and relevancy
- Track user engagement and optimize your forms for better conversions
The best part? You can easily integrate forms across your website and other platforms, capturing leads wherever they interact with your content, all without writing a line of code.
Maximize Your Consideration Stage with the Right Tools
We’ve outlined how to effectively engage prospects during the consideration stage, from offering educational content to personalized follow-ups. The right tools make all the difference in guiding leads through this important phase.
Growform helps streamline lead capture with smart forms that qualify leads, track engagement, and integrate seamlessly across platforms. Ready to optimize your consideration stage and convert more leads? Start your Growform 14-day free trial now!