Pregnant Customers Customer journey
There are no reports in the public domain that offer insights into how pregnant women go through the sales process for nausea products or belly balms. However, information related to how pregnant women go about buying products and marketing tactics that attract them to a product's sales process is available, along with the most used channels for nausea products and belly balm brands to attract potential customers.
Helpful Marketing Tactics to Attract Pregnant Women into a Sales Process
- Modern pregnant women in the US ask many questions and purchase a notable amount of baby gear. This fact indicates that brands can fill the needs of pregnant women and introduce them into their sales process by making reliable information about their products readily available.
- According to Belo Media Group's report, about 90% of new moms in the United States are millennials who have a lot of pregnancy-related questions during their pregnancy period. The writer of this report explained that search engines are significant avenues to provide information about a product targeted towards pregnant women in the US, highlighting that during her pregnancy, she sourced different information through Google search.
- Furthermore, the reporter observed that the site, which provided the most valuable information, became a reliable resource, noting that one website that did that significantly was Babylist. This information indicates that pregnant women start their purchase process by looking for information online out of curiosity, revealing how brands can lure them into their sales processes.
- The second most significant place pregnant women in the US turn to for information is other moms, as per Belo Media Group's report, which observed that they usually ask each other for product recommendations. The report showed that incentivizing existing customers is a reliable way to introduce new customers to the sales process of products targeted at pregnant women.
- The writer of Bello Group's report narrated the path she took to purchase a product during pregnancy. It went from learning about a product using an app (Babycenter, The Bump, or What to Expect), searching Pinterest for options, following links on Pinterest to read about the product, narrowing product options down to design or price, and checking Instagram in search of products promoted by relevant influencers.
- According to a report by Chron, there are four significant ways to utilize marketing to draw pregnant women into a product's sales process. They include using beautiful product images, promoting the comfort a product offers, targeting husbands, and using nesting instincts (the urge to have everything in order before their baby's arrival).
- In addition to the four ways to market to pregnant women reported by Chron, Pregnancy Magazine's report added that brands need to represent diversity when marketing to pregnant women.
Research Findings Relevant to How People Find Nausea Products and Belly balms
- Two significant belly balm products in the US are The Honest Co. Organic Belly Balm and Burt’s Bees Mama Bee Belly Butter Kit, according to a report by Pregnancy Prep.
- As per the site analysis platform, SimilarWeb, visitors of the website of The Honest Co. Organic Belly Balm come from search engines (45.86%), direct (32.10%), display advertising (10.74%), email (5.03%), social media (3.25%), and referrals (3.02%). This data presents insights into how potential customers come into the product's sales process.
- According to a report by What to Expect, Three Lollies Preggie Pop Drops, Tummydrops Ginger, Ritual Prenatal, and others are among the best nausea products in the US.
- Based on data by SimilarWeb, web visitors on Ritual Prenatal's website come from search engines (39.25%), direct (52.10%), social media (5.05%), referrals (3.00%), display advertising (0.51%), email (0.09%). This data shows how potential customers come into the product's sales process.
The research team began by investigating relevant media websites, as well as those that publish pregnancy-related information in the US, including Refinery29, Forbes, Baby Center, Babylist, and others. Here, we hoped to find reports with insights into how pregnant consumers go through the sales process of nausea products and belly balms. Unfortunately, such information was not available in any report in the public domain. Instead, we located reports by The Pregnancy Prep, What to Expect, Mama Natural, and others, listing significant nausea products and belly balms in the US, but there was no data on the journeys pregnant customers took to buy these products.
Next, we investigated the directories of some nausea products and belly balms observed to be among the most significant in the US, hoping to find information relevant to the customer journeys of each product used to acquire pregnant customers. For this, we examined the directories of nausea products such as Three Lollies Preggie Pop Drops, Tummydrops Ginger, Ritual Prenatal, and others, as well as belly balms products, including The Honest Co. Organic Belly Balm, Burt’s Bees Mama Bee Belly Butter Kit, etc. Still, there was no information relevant to the customer journey pregnant customers used to go through the sales process of these brands. Also, we leveraged the site analysis portal SimilarWeb to examine the traffic sources of these brands, looking for any data relevant to the sales process consumers go through. Again, the needed information was not available, as this investigation only provided data on how visitors came to their sites.
As a third strategy, we expanded the investigation in search of information on the sales process companies generally used to sell products to pregnant women in the US. Unfortunately, this research only produced publications with insights into how to market products to pregnant women in the United States, as per reports by Belo Media Group, Chron, Pregnancy Magazine, and others. Hence, due to lack of information specific to pregnant customers' journeys for nausea products or belly balms, we provided information on how brands generally market products to pregnant women as it indicated how to attract them to a product's sales process, as a proxy for the needed information.
Furthermore, we proceeded to investigate studies by relevant research and health organizations in the US pertinent to pregnant women, looking for any data on how pregnant consumers go through the sales process of nausea products, belly balms, or any other item. For this, we researched portals like Globe Newswire, the CDC, Healthline, etc. This investigation revealed health issues related to pregnant women, the most significant blogs for pregnant women, etc. Again, there was no information related to pregnant customers' journey mentioned.