5 essential stages of the customer journey: A comprehensive guide

Winning customers isn’t just about offering a great product – it’s about guiding them through every step of their journey. From the first click to becoming loyal advocates, every interaction matters. Miss a step, and they might walk away. Get it right, and you build lasting relationships that drive growth.

This guide unpacks the five key stages of the customer journey, clears up the difference from the buyer’s journey, and shares how SaaS businesses can fine-tune each stage. With real-world SaaS examples and insights on tools like UserMaven, you’ll learn how to turn visitors into loyal customers – seamlessly and effectively.

What is a customer journey?

The customer journey is the complete experience a person has with a brand – from the first interaction to becoming a loyal customer (and even an advocate). It’s not just about buying a product; it’s about the entire process of discovering, considering, deciding, and engaging with a business.

For SaaS companies, this journey includes multiple touchpoints – website visits, free trials, onboarding, support interactions, and ongoing product usage. Each stage presents an opportunity to create a seamless experience, address customer needs, and build trust.

By understanding the customer journey, businesses can identify friction points, improve user engagement, and enhance retention. The goal isn’t just to make a sale – it’s to nurture long-term relationships that drive sustainable growth.

Related: Role of customer journey analytics in driving conversions

What are the stages of the customer journey?

The customer journey is the complete process a customer goes through when interacting with your brand, from the first point of contact to becoming a loyal advocate. For SaaS companies, this journey is particularly important because it often involves recurring revenue models, where customer retention and customer lifetime value (CLV) are critical.

The five essential stages of the customer journey are:

1. Awareness stage
2. Consideration stage
3. Decision stage
4. Retention stage
5. Advocacy stage

Let’s explore each stage in detail with SaaS-specific examples and strategies.

1. Awareness stage

The awareness stage of the stages of the customer journey is where potential customers first realize they have a problem or need. At this stage, they are not yet familiar with your brand or product. Instead, they are searching for information to better understand their problem and explore potential solutions.

Key activities:

• Content marketing: Create valuable blog posts, videos, and guides to build trust and position your SaaS company as an industry leader. Regularly publish content to keep your audience engaged.
• SEO optimization: Use relevant keywords, optimize meta descriptions, and structure content for readability to improve search rankings, attract organic traffic, and convert visitors into leads.
• Social media engagement: Share informative posts and engage with your audience on platforms like LinkedIn, Twitter, and Facebook to build brand awareness and connect with potential customers.

Protip:

Utilize advanced analytics tools like Usermaven to track how users discover your content and which channels are most effective in driving traffic. For example, you might find that LinkedIn drives more qualified leads than Twitter, allowing you to allocate resources more effectively.

Example:

A SaaS company like ContentStudio attracts potential customers by offering educational content on content marketing strategies, social media trends, and workflow automation, helping businesses improve their digital presence.

2. Consideration stage

Once customers are aware of their problem, they enter the consideration stage of the stages of the customer journey. Here, they start evaluating potential solutions and comparing different options. Your goal at this stage is to position your SaaS product as the best solution to their problem.

Key activities:

• Product demos and webinars: Offer live sessions to showcase your product’s features and benefits, answer questions, and drive interest.
• Case studies and testimonials: Share success stories from existing customers to build trust and demonstrate the product’s value.
• Comparison guides: Highlight your product’s unique features and benefits to help prospects understand why they should choose your solution over competitors.

Protip:

Usermaven helps you analyze user behavior on your website to see which pages and content are most engaging during the consideration stage. For example, you might discover that users spend more time on your pricing page than your features page, indicating a need to clarify your pricing structure.

Example:

ContentStudio offers a free trial or demo to show potential customers how their social media management platform can streamline content creation, scheduling, and analytics. By providing hands-on experience, they allow users to explore how the platform can simplify content management, automate social media posting, and offer detailed performance insights. This approach helps users grasp the value of the tool and how it can improve their content marketing strategy in a practical way.

3. Decision stage

The decision stage of the stages of the customer journey is when the customer is ready to make a purchase. They have evaluated their options and are now looking for the best deal or the most compelling offer. Your goal here is to make the decision-making process as easy as possible.

Key activities:

• Clear calls-to-action (CTAs): Use strong CTAs like “Buy Now,” “Sign Up,” or “Get Started” to guide customers toward taking the next step, whether it’s making a purchase or signing up for a service.
• Special offers: Provide limited-time discounts, free trials, or bonuses to encourage customers to take immediate action and make a decision faster.
• Customer support: Offer responsive customer support, such as live chat or quick response times, to address any last-minute questions or concerns potential customers may have.

Protip:

You can use Usermaven to track conversion rates and identify any friction points in the checkout process. For example, you might find that users abandon their carts because the payment process is too complicated.

Example:

ContentStudio offers additional features or extended access for users who sign up for a premium plan. By providing a tangible benefit, they encourage users to commit to the platform, helping them see the value of upgrading.

4. Retention stage

The retention stage of the customer journey is all about keeping your customers happy and engaged after they’ve made a purchase. For SaaS companies, this stage is critical because recurring revenue depends on customer retention.

Key activities:

• Onboarding: Provide a seamless onboarding process to help customers quickly get started with your product and understand its features.
• Customer support: Offer excellent customer service to address any issues swiftly, ensuring a positive experience and quick resolution of problems.
• Engagement campaigns: Send follow-up emails, newsletters, and personalized offers to keep customers engaged and encourage them to continue using your product.

Protip:

Leverage Usermaven to monitor user engagement and identify any drop-off points to improve the customer experience. For example, you might find that users stop using your product after the first month, indicating a need to improve onboarding.

Example:

ContentStudio sends onboarding emails with tips and best practices for using their platform effectively. By helping users understand how to maximize the tool’s features, they increase the chances of long-term retention.

5. Advocacy stage

The advocacy stage of the stages of the customer journey is where your happiest customers become your biggest promoters. They share their positive experiences with others, helping you attract new customers through word-of-mouth.

Key activities:

• Referral programs: Create programs that reward customers for referring new businesses, encouraging them to spread the word about your product.
• Social media engagement: Encourage customers to share their experiences on social media, helping to build brand awareness and trust through user-generated content.
• Reviews and testimonials: Ask satisfied customers to leave reviews and testimonials on your website and other platforms, showcasing the positive impact your product has had on their experience.

Protip:

Utilize Usermaven to track customer satisfaction and identify your most loyal advocates. For example, you might find that users who attend your webinars are more likely to refer others to your product.

Example:

ContentStudio offers exclusive offers to users who refer others to their platform. By rewarding advocacy, they turn satisfied customers into brand ambassadors, driving new business through word-of-mouth.

Customer journey vs. buyer’s journey: What’s the difference?

The customer journey refers to the entire process a customer experiences with your brand, from initial awareness to post-purchase interactions. It focuses on building relationships and understanding the broader experience. On the other hand, the buyer’s journey is a more specific part of the customer journey, focused on the decision-making process before a purchase, where potential customers move through stages like awareness, consideration, and decision.

While the terms customer journey and buyer’s journey are often used interchangeably, they are not the same. Here’s a quick comparison:

Aspect	Customer journey	Buyer’s journey
Scope	Broader: covers the entire lifecycle of a customer’s interaction with your brand.	Narrower: focuses on the process leading up to a purchase.
Stages	The stages of the customer journey include awareness, consideration, decision, retention, advocacy.	The stages of buyer’s journey include awareness, consideration, decision.
Focus	Long-term relationship building and customer experience.	Short-term goal of converting leads into customers.
Tools	Tools like Usermaven help track and optimize the entire journey.	Tools like Usermaven help track and optimize the entire buyer’s journey.

Understanding the distinction between the customer journey and the buyer’s journey is crucial for tailoring your marketing strategies. By focusing on both, you can better engage customers at every stage and drive meaningful conversions.

Why tracking the customer journey matters

Understanding the stages of the customer journey allows you to:

• Identify gaps in your marketing and sales processes.
• Personalize interactions to improve customer satisfaction.
• Increase customer retention and lifetime value.
• Turn satisfied customers into brand advocates.

For SaaS companies, tracking the customer journey is especially important because it helps you optimize recurring revenue streams and build long-term relationships with your customers.

How Usermaven enhances the stages of the customer journey

Usermaven is a powerful tool designed to help businesses track and optimize the stages of the customer journey effectively. Here’s how it helps:

Comprehensive conversion path analysis

Analyze the entire user journey to understand behavior patterns and identify potential drop-off points. Gain insights into where users spend the most time and where they drop off, helping you optimize every stage.

Detailed interaction tracking

Monitor clicks, page views, and interactions to understand how users navigate your platform. Identify popular features and areas needing improvement to enhance user engagement.

Real-time journey mapping

Visualize user journeys as they happen, allowing for immediate adjustments to improve the user experience. This instant feedback loop helps optimize interactions on the go.

Customizable views

Tailor journey maps to focus on key metrics and interactions that align with your goals. Filter by user segments, actions, or time periods to make data-driven decisions.

Advanced segmentation

Create targeted user groups based on behavior, preferences, or engagement levels. This helps personalize the experience and improve conversions at different stages of the customer journey.

With Usermaven, you can track, refine, and optimize every interaction, ensuring a seamless, engaging, and data-driven customer journey.

Conclusion about stages of the customer journey

The stages of the customer journey are the backbone of any successful customer experience strategy. By understanding and optimizing each stage – awareness, consideration, decision, retention, and advocacy – you can build stronger relationships with your customers and drive long-term growth. Additionally, recognizing the difference between the customer journey vs. the buyer’s journey helps you tailor your efforts to meet both short-term and long-term goals.

For SaaS companies, mastering the customer journey is essential for driving recurring revenue and building a loyal customer base. Tools like Usermaven can help you track, analyze, and optimize your customer journeys, ensuring that every touchpoint is designed to delight your users.

FAQs about stages of the customer journey

1. Why is the customer journey divided into stages?

Breaking it into stages helps businesses understand user behavior, identify pain points, and optimize interactions for better conversions and retention.

2. What is the most important stage of the customer journey?

Each stage plays a role, but retention is crucial. Keeping existing customers engaged is more cost-effective than acquiring new ones.

3. How does the awareness stage impact conversions?

A strong awareness strategy attracts the right audience, making later conversion efforts more effective and cost-efficient.

4. Can customers skip stages in the journey?

Yes, some may jump straight to purchase or advocacy based on urgency, strong referrals, or prior knowledge of your brand.

5. How can SaaS companies improve the consideration stage?

Offering detailed product comparisons, case studies, and free trials helps potential users evaluate and trust your solution.

6. What role does personalization play in the customer journey?

Personalized experiences increase engagement, conversions, and loyalty by making users feel valued and understood.

7. How do analytics help optimize the customer journey?

Tracking user behavior at each stage provides insights to refine messaging, fix drop-off points, and improve the overall experience.

8. How long does a typical SaaS customer journey take?

It varies – some users convert quickly, while others take weeks or months, depending on complexity, pricing, and trust factors.