Which application or website do we open first to search for a product? Where can we find the best prices? What are the trust indicators to make a purchase? How do we decide to buy online? These questions should guide the commercial strategy of every e-commerce or business, as the consumer journey begins with a crucial step: the search.

According to a study by Emplifi, marketplaces are the chosen source of information to find products with lower prices, while search engines are more commonly used for higher-priced items. Moreover, the report says there’s no substantial differences in how the famous customer journey begins across different generations.

However, the majority of people in each age group tend to visit one or two sites before making a purchase ranging from 5 to 20 euros, investing up to 15 minutes in research. As the price increases, the time spent and the number of websites consulted also increase.

Another constant among consumers of all ages is the relevance given to reviews. More than half of people accustomed to buying online state that they won't make a purchase without first checking evaluations or reviews, and brands must promote and facilitate access to them.

"The key is for customers to see them directly on the website without having to visit other sites or networks to find authentic customer opinions," explain the team at Emplifi. It is good news that user-generated content is so valuable, as influencer marketing can be expensive and ironically may not have the same impact.

• READ MORE: Reviews are fundamental in digital marketing management

Customer Journey

While these statistics are useful for all companies, developing a customer journey map is part of a customer experience strategy that is highly helpful in discovering areas for improvement.

Let's remember: the customer journey "encompasses all the stages a person goes through from identifying a need to acquiring a product or service to solve it," according to InboundCycle. Institutionally constructing this journey helps companies put themselves in the customer's shoes and is vital for designing the necessary communications and actions in a marketing plan.

To carry out this mapping, information must be gathered from as many sources as possible — we're talking about the commercial area, customer service, qualitative interviews, satisfaction surveys, along with all digital data — and then test and optimize it. This way, we will gain in-depth knowledge of the right place and time to connect with potential consumers.