Purchase Funnels

A purchase funnel defines the broad stages of a customer journey. Each stage of the funnel highlights a different moment in the customer journey and can require a different marketing strategy to keep customers moving forward.   

In research, we ask questions that coincide with each stage of the funnel, and conversion rates between stages are calculated.  This allows a client to understand where their brand stands versus competitors and determine where marketing efforts need to focus.   For example: 

• We recently had a client who discovered they had lower awareness compared to their competitors.  Our recommendation was to increase marketing efforts to get their name in the minds of potential customers.   

• Another client knew they had strong awareness, but the conversion from consideration to purchase was low compared to key competitors. We identified unmet needs in the category and recommended messaging that highlights how our client’s product addresses those needs better than competitors.   

• We had an additional client with high trial, but they weren’t getting repeat purchases.   We recommended they conduct qualitative research to better understand how to build greater repeat rates and loyalty.     

Persuadable Research can help design questions to measure the purchase funnel and, more importantly, translate those findings into actionable recommendations. The result helps brands understand where they stand today and how to drive growth for the future.