Fred is explaining to their client, Foodoko, that the user journey is a complex one when it comes to creating a conversion. Which phases of the user journey does what’s described as the “messy middle” include?
- The exploration and action phase
- The initial search and exploration phase
- The exploration and evaluation phase
- The evaluation and action phase
Explanation:
The correct answer is The exploration and evaluation phase. Fred is explaining to Foodoko that the ‘messy middle’ of the user journey encompasses the exploration and evaluation phases. This phase is characterized by indecision, comparison, and consideration as users navigate through various options before making a decision or taking action. During exploration, users gather information, explore different products or services, and become familiar with available options. In the evaluation phase, they critically assess and compare these options based on criteria such as price, features, reviews, and personal preferences. Understanding this ‘messy middle’ is crucial for marketers because it highlights the complexity and unpredictability of user behavior during the decision-making process. By acknowledging and addressing the challenges that users face in this phase, marketers can optimize their strategies to provide relevant information, overcome objections, and guide users towards conversion more effectively. Therefore, recognizing that the ‘messy middle’ includes the exploration and evaluation phases allows Fred and Foodoko to tailor their marketing efforts to better support users throughout their journey, ultimately improving conversion rates and enhancing overall user experience.
The user journey is complicated and often spreads across multiple platforms.
In the beginning, there is always an idea, intent, or something that triggers an action. After that begins an exploration phase. In this phase, users explore products or services.
Next is the evaluation phase, when users compare various options of different products or services. Very often, users go back and forward between exploration and evaluation phases. That is called “messy middle”.
The last phase is action. In this stage, users take action. It could be a purchase, download, sign-up, or any other.