Why you need to win the consideration stage

  • The consideration stage of the is the key battleground for brands and dealers
  • carsales.com.au is predominantly used in the consideration stage by shoppers
  • Content drives more action in the form of searches, views and enquiries

What is the consideration stage and why is it important?

When it comes to purchasing a new car, consumers experience distinct stages in the journey. There’s the trigger that propels consumers into the journey. This can be due to a sudden event, or perhaps the gradual recognition of a need for change.

So what does the consideration stage look like?

In the consideration stage, internet browsers are overloaded with countless tabs pitting model against model and brand against brand. Phone calls are made to trusted friends and family that think themselves as ‘auto experts’.

The role of editorial content in the consideration stage

In the consideration stage, automotive content is used by consumers for a range of different purposes including discovery and inspiration, education on the merits of different purchase options, working out budgets and validating decisions.

Here are some key tips on how to achieve it:

Be present and be familiar

Ensure that your brand is always front and centre at key moments. On carsales, this could involve the use of native placements, such as video seeded among relevant buyer search results, content amplification or contextual placements in key editorial reviews and comparisons –with click-through opportunities back to an OEM website or inventory.

Right message at the right time

Delivering the right message, at the right place messaging in the consideration stage is key to driving action. carsales’ leading contextual targeting capabilities empower brands to tailor messages to segmented audiences in the consideration phase, such as by their general interests or affinity for a particular segment.

Dial up social proof

Many consumers prefer to reduce research and consideration effort by following the popular or award-winning choice. On carsales, this can be achieved by dialling up your ‘social proof’, such as highlighting the happy experiences of existing owners or amplifying key content published by trusted and independent carsales experts — such as reviews, comparisons and awards including carsales Car of the Year and Best Used Cars.

Reduce risk but dial up the urgency

Experiment with messaging and creative that reduces purchase risk for a confused or overwhelmed car shopper, such as ‘try before you buy’ or ‘extended warranty’. Alternatively, dial up the pressure and fear of missing out through messages such as ‘special one-off’, ‘weekend-only’ and ‘limited to’.

Review, compare and optimise your messaging

Compare your messaging and creative against that of your main competitors. The consideration stage is marked by comparisons across key criteria that matters to your target audience. If these comparisons fall in your favour, it’s important to highlight these strengths to prospective buyers in a way that’s clear and easy to understand.

Don’t keep hungry buyers waiting

Once a consumer takes direct action and makes contact with you, speed is of the essence. For example, dealers are advised to act on sales opportunities within a 30 minute timeframe to ensure that prospective buyers spend more time engaging with you, and less time re-considering alternative and competitor purchase options.

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Hardhat

Hardhat

We’re an independent creative agency helping brands capitalise on the why, when, where, what and how of human behaviour.