The buyer's journey is the process buyers go through to become aware of, consider, and decide to purchase your product or service. The journey consists of a three-step process. By adapting the website experience for each visitor based on their stage in this process, businesses can optimise the website experience and improve business metrics such as conversions or revenue.

Awareness Stage

After a buyer realizes they have a problem or pain point, they are interested to find a solution. The buyer begins to discover solutions. 

They are becoming aware about a product or service by visiting and engaging with a website. Awareness of the offering is reflected by a meaningful website visit, that is, when the user has read, interacted, etc with the content of the website. As such visitors that do only visit the website once on a single page and then exit without interaction, are considered unaware of the offering.

Potential buyers in the awareness stage are seeking information to answer questions or resolve pain points. At this stage of the journey, the information should be introductional with limited sales jargon or positioning of the specific organization. The objective is to create an association between the business and a current or future need. 

Content that is suitable for the awareness stage includes introductional videos, white papers, infographics and research reports. 

A key metric that is affected at this stage is visitors kept on the website. 

Consideration Stage

During the Consideration stage, buyers have defined their goal and are committed to addressing it. They evaluate the specific offering and start to become willing to engage with businesses.

The buyers signal their evaluation process by actions on the website, such as length of engagement, scroll depth and repeated visits, in order to pass the threshold of the Consideration stage. The consideration stage is about deepening the association made between the business and a buyer’s need.

At this stage, content will need to provide critical information to help the buyer to make the best possible decision. Content suitable in this stage are product specific facts & benefits, frequently asked questions, expert opinions and testimonials. 

The amount of visitors that reach the consideration stage on a website can be found in Pathmonk’s website Buying Journey report.

Decision Stage

In the Decision stage, buyers have already decided on a solution category. They have a profound understanding of specific offerings and need to decide on the one that best meets their needs. 

Buyers spend significant time researching the website and documentation to gain confidence in their decision. 

Content that best supports this stage includes product comparisons, case studies and customer reviews. Content that proves that the product or service does exactly what it promises is key to the buyer during the decision stage. Call-to-actions at this stage are aimed to enable further relationship building such as a live demo or a free trial.

The amount of visitors that reach the decision stage can be found in Pathmonk’s website Buying Journey report.


The buyer signals commitment to a solution and completes an action that is important to the success of the business.

The buyer is justifying reasons to either purchase or invest time in the offering. A conversion is therefore the completion of an action on the website that reflects success for the business, such as a completed sign up for a demo call, submission of contact information or a purchase. 

A qualified conversion will entail knowledge of the buying probability, lead score, estimated deal value, answers to qualification questions and verified contact data.

The amount of visitors becoming a conversion can be found in Pathmonk’s website Buying Journey report.