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Consideration: the "why you?" question
6 minutes · 8 steps · workout 3 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to build a message that answers “why you?” with concrete proof, and bring undecided visitors back with retargeting.
A first look: Warm-up: They know you, but they're not sure
A person in the consideration stage knows you but hasn't decided yet. They open two products side by side on Amazon, check the Google Maps rating, read Instagram comments, and ask an AI assistant “Which one is better?” Your job at this stage is to make comparing easy and to build trust. The metrics you watch: product page views, engagement rate in GA4, add-to-carts, and sign-ups to your email or WhatsApp list.
What this workout covers
- Warm-up: They know you, but they're not sure
- Proof, not empty claims
- Retargeting: call back the undecided
- Case: Green Garden's worn-out ad
- Set complete: The “why you?” checklist
A question from this workout: Green Garden's worn-out ad
Green Garden Skincare is showing retargeting ads to people who visited the site in the last 30 days. But the ad is the exact same “Meet our new serum” video they used for awareness. The product page has only 4 reviews, and the most common DM question is: “Is it OK for sensitive skin?”
- Retargeting audience
- 12,000 people
- Frequency (30 days)
- 9
- CTR
- 0.3%
- Monthly spend
- $600
- Sales
- 5
What do you change first?
- Change the ad: make a video that answers “Is it OK for sensitive skin?” with real customer reviews, and collect reviews for the product page
- Raise the budget. If they see the ad more often, they'll buy eventually
- Turn off retargeting completely. It doesn't work
- Add a big “40% off” banner to the same video
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: A. Change the ad: make a video that answers “Is it OK for sensitive skin?” with real customer reviews, and collect reviews for the product page
These people already know you. Seeing the same intro video 9 times tells them nothing new, and that's why CTR is 0.3%. What's missing is proof: an answer to the sensitive-skin question, and reviews. Raising the budget is a common mistake. Showing the same ad more often to people who are already tired of it makes things worse.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 4 short concept cards
- 2 multiple-choice questions
- 1 campaign case with real-looking numbers
- 1 matching exercise
Part of the module: The Marketing Funnel
The journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.
More workouts in this module
- What is a marketing funnel?
- Awareness: meeting someone who has never heard of you
- Conversion: from click to sale
- Loyalty: the hidden bottom of the funnel
- A metric for every stage: CPM, CTR, CVR, CPA, ROAS
Programs that include this workout