Consideration Stage
The Consideration Stage is the middle of the buyer’s journey (MoFu). At this point, people know their problem and are researching solutions, comparing categories and vendors, and looking for proof (reviews, case studies, demos). Your job is to educate, show options, and prove fit, not to hard-sell.
Why It Matters
Shortlist power: Brands that make a buyer’s initial consideration set are far more likely to be purchased later. Getting in early raises your odds dramatically.
Higher ROI with full-funnel: Campaigns that cover awareness + consideration + decision stages outperform single-stage efforts (up to ~45% higher ROI in one meta-analysis).
Better intent match: Consideration content meets buyers while they’re weighing options, improving engagement and conversion later.
Examples
Comparison content: “X vs Y,” “Best tools for ___,” and “Alternative to ___” pages.
Proof & evaluation: Case studies, testimonials, detailed product guides, webinars.
Solution explainers: Articles and videos that map problems to approaches, not just features.
Best Practices
Match search intent with mid-funnel keywords (comparisons, solution guides, use-case pages).
Stack proof: Case studies, reviews, analyst quotes, and ROI stories.
Offer next steps without friction: Light gates for deep assets; keep key comparison info open.
Align with sales: Share battle cards, objection-handling, and implementation plans.
Measure the hand-off: Track demo/trial requests, product page depth, return visits, and assisted conversions.
Related Terms
Awareness Stage (ToFu) - problem discovery
Decision Stage (BoFu) - vendor selection
Buyer’s Journey / Marketing Funnel
Comparison Pages / Case Studies
FAQs
Q1. How is the Consideration Stage different from Awareness?
Awareness = naming the problem. Consideration = researching solutions and building a shortlist (including yours).
Q2. What content works best here?
Comparison pages, case studies, solution guides, webinars, and detailed product explainers that show how you solve the problem.
Q3. How do I measure success?
Growth in qualified traffic to comparison/solution pages, demo or trial requests, return visits, and assisted conversions from mid-funnel content. (Full-funnel measurement is recommended.)
Q4. Does the stage length change by industry?
Yes. Higher price or higher risk = longer consideration. Buyers do more research and need more proof.
Q5. Should I gate consideration content?
Keep core comparison info open; consider lightly gating deep assets (e.g., detailed case packs or ROI models) once interest is clear.