How to Communicate Effectively During the Consideration Stage

The consideration stage is when your potential customers are actively evaluating your product and comparing it to others. They’re asking themselves, “Is this the right choice for me?” Your job is to show them why your product stands out and how it perfectly fits their needs.

What Happens During the Consideration Stage?

At this point, your audience knows about your product and understands what it does. They’re not just window shopping—they’re weighing the pros and cons, reading reviews, and exploring alternatives. This is your opportunity to make a compelling case for why your product is the best option.

Key Goals

1. Demonstrate your product’s unique value.
2. Address potential objections or concerns.
3. Help your audience feel confident in choosing you.

Strategies to Communicate Effectively at the Consideration Stage

1. Showcase Social Proof
   • Reviews, testimonials, and case studies are strong trust signals. They show that others have had success with your product.
   • Example: A task management app might feature a testimonial like, “This tool saved me hours every week by helping me organize my work better!” Add the customer’s name and company for authenticity.
2. Highlight What Makes You Different
   • Clearly explain what sets your product apart from competitors and why that difference matters. This is your unique value proposition at work.
   • Example: An electric bike company might say, “Our bikes have the longest battery life on the market, so you can ride for up to 100 miles on a single charge.”
3. Provide Clear Comparisons
   • Help potential customers make informed decisions by offering side-by-side comparisons with other options.
   • Example: A streaming service could create a comparison chart showing its larger content library, offline viewing options, and lower price compared to competitors.
4. Offer Free Trials or Samples
   • Let people experience your product firsthand without any commitment. This reduces risk and increases trust.
   • Example: A graphic design tool might offer a 14-day free trial, emphasizing, “Try all our premium features, no credit card required.”
5. Address Common Concerns
   • Use FAQs, blog posts, or live Q&A sessions to tackle any doubts people might have.
   • Example: A skincare brand could write a post titled, “How to Choose the Right Product for Sensitive Skin,” subtly positioning their product as the best option.
6. Provide Detailed Use Cases
   • Show how your product works in real-life scenarios to make its value tangible.
   • Example: A business software company might share a case study about how a client increased efficiency by 30% after switching to their platform.

Types of Content for the Consideration Stage

• Case Studies and Success Stories: Real-world examples of how your product solved problems for others.
  • Example: A SaaS company shares, “How We Helped [Company X] Double Their Productivity in 3 Months.”
• Product Comparisons: Charts or articles that compare your product to competitors.
  • Example: A meal delivery service creates a page titled “Why We’re Better Than [Competitor A].”
• Webinars or Q&A Sessions: Interactive formats that answer customer questions and demonstrate your product live.
  • Example: A home gym equipment brand hosts a webinar called “Choosing the Right Equipment for Your Fitness Goals.”

Measuring Success at the Consideration Stage

Look for metrics that show your audience is actively engaging with your content and moving closer to making a decision:

• Download Rates: Are people downloading case studies or product comparison PDFs?
• Engagement with Testimonials or Reviews: Are they reading reviews or sharing success stories?
• Sign-Ups for Trials or Demos: Are they taking advantage of your free trial or sample offer?

Final Thoughts

The consideration stage is your chance to build trust and prove your product’s value. Focus on highlighting what makes you different, providing proof that your product works, and addressing any doubts your audience might have. By doing this, you’ll help your audience feel confident in choosing your product and ready for the conversion stage.

The Customer Journey Communication Series

This article is part of a seven-part series on product communication:

1. Overview: communicating at every stage of the customer journey
2. Stage 1: Awareness
3. Stage 2: Understanding
4. Stage 3: Consideration (you are here)
5. Stage 4: Conversion
6. Stage 5: Retention
7. Stage 6: Advocacy

Not sure what your website or product should say at each stage? At Artifact, we help product and marketing teams map the customer journey and turn it into clear messaging, design, and conversion-ready pages. Tell us about your project.