What is the purpose of the consideration stage in the user journey?

The consideration stage in the user journey is crucial because it focuses on helping potential customers evaluate different options and make informed decisions about purchases. During this stage, users are typically aware of their problem or need and are actively researching solutions.

Facilitating product comparisons allows users to analyze the features, benefits, and drawbacks of various products side by side, which is essential for them to determine which options align best with their needs. This step often involves delving deeper into product specifications, customer reviews, and competitive offerings, enabling prospective buyers to weigh their options intelligently before making a decision.

In contrast, raising awareness of a product primarily occurs in earlier stages, while encouraging brand loyalty typically comes after a purchase is made. Analyzing product value is part of the consideration process but doesn't encompass the broader action of comparing different products. Thus, enabling product comparisons is the most fitting description of the objective during the consideration stage.