There are many frameworks: funnels, journeys, flywheels, cadences, playbooks… How do we make sense of it all?
It seems like every marketing article presents a new way of looking at things. Frameworks are models that should simplify something. Unfortunately, this plethora of frameworks can be confusing. Understanding the initial awareness stage is crucial as it marks the beginning of the consumer’s journey and helps track the path to purchase.
Customer touchpoints are critical in this journey as they represent the consumer's interactions with a brand before making a purchase decision.
Today, we’ll talk about the Purchase Path
Let's Start from the Beginning
To illustrate our approach, let’s imagine that we are with Acme Products. Acme sells tools and equipment for home landscaping.
Everything begins with a person. Since it’s not practical to market to everyone, we segment customers into personas to better understand our target audience.
A persona is an imaginary person who possesses your customers’ needs, fears, goals, and behavior patterns. Personas include demographic, psychographic, and behavioral characteristics. Understanding these personas can improve customer targeting and a better overall customer experience.
Customer segmentation helps identify the target audience by categorizing customers based on specific criteria, making marketing efforts more effective.
Acme’s primary persona is Handy Henry. Henry is a man in his mid-thirties. He is a middle manager at a technology company. His annual income is $100k, and he owns his own home. He has a college degree and is married with two young children.
Handy Henry enjoys caring for his yard. His income is adequate to hire a landscaper, but he prefers to do this work himself. He likes machines and technology and is very demanding of quality and reliability.
He is not particularly price-sensitive, but he prides himself on his ability to find bargains. This marks the beginning of his customer journey, from initial awareness to the final purchase decision.
Understanding the Purchase Path
The purchase path, also known as the customer journey, is the process a customer goes through, from initial awareness to making a purchase. It’s a complex and dynamic process involving multiple touchpoints and brand interactions. Understanding the purchase path is crucial for businesses to optimize their marketing strategies, improve customer experience, and increase conversions.
The Path to Purchase Marketing Framework
We have designed the Purchase Path framework to show a customer's various steps through the conversion funnel to purchase your product or service. Multiple decision-makers within an organization can influence this path, each with unique journeys and impacts.
Understanding customer touchpoints is crucial. They play a significant role in the purchase path, affecting how and when a customer interacts with your brand.
Step 1 - An Event
The first step is an event, which combines a persona, a location, and an occasion.
For example, today is Saturday morning, and Handy Henry is cutting his lawn. So, the event is:
Persona: Handy Henry Location: At home, in his yard Occasion: Mowing his lawn
Step 2 - A Trigger
As Henry mows, he notes that his mower is getting old. It vibrates and is noisy; he doesn’t consider the machine a quality device. As he mows today, the deflector shield that directs the grass clippings comes loose and falls off.
Step 3 - Awareness
This trigger makes Henry realize that this mower is:
- In need of repair
- Not a high-quality machine
- Noisy
- Polluting
- Unreliable
Tracking brand awareness metrics at this stage can help understand how effectively potential customers like Henry are being communicated about the mower’s issues.
Step 4 - Tension
The event, trigger, and subsequent awareness of the need to solve a problem create tension. This tension is a feeling that “I need to do something about this.”
From a marketing perspective, this tension is critical. If a person doesn’t feel any tension from the awareness, there is no motivation or incentive to seek a solution.
It’s like a squeaky kitchen cabinet door. You notice it often, and sometimes, it annoys you, but not enough to spend the time and energy to address it.
Without tension, there is no motivation or incentive to act. Tension is very important in marketing. Tension can exist intrinsically in an event, and it is also possible to increase tension through marketing campaigns.
Tension creates…
Step 5 - The Need
Once an event, trigger, awareness, and tension are in place, the persona must do something.
This need can be a pain point or fear that needs to be addressed to relieve the tension. It could also be that the tension creates a strong desire to achieve an aspiration.
In today’s example, Handy Henry’s tension makes him aware that he has both a problem and an aspiration for a better solution than the status quo.
The problem is that his mower is unsafe to operate. He needs to repair it or replace it, which is a nuisance. Henry doesn’t have a new mower in his budget and has no time to take it to a repair shop. He can’t fix it himself because the broken shield requires a special part.
He aspires to find a better-quality mower that is consistent with his values. This situation allows him to consider this aspiration.
Step 6 - The Search
Now that Henry needs to address this problem, he begins to search for solutions. The intensity of the search is usually consistent with the intensity of the pain or aspiration.
As he searches for solutions, Henry will encounter marketing efforts. These marketing messages will attempt to:
- Make him aware of a specific brand
- Convey a value proposition
- Attempt to intensify his tension
- Address the cost of the solution
- Make an offer
He will encounter many options that address his needs. In marketing speak, Henry has entered the Consideration Stage of the buyer’s journey. He is actively researching, gaining a deeper understanding, comparing options, and being influenced by marketing messages.
Maybe Henry will learn enough to have the confidence to buy a new lawnmower online. Or maybe he will take his newfound knowledge of the options on a trip to the local Home Depot or Ace Hardware store to look at the options and gain some personal experience with them. If he decides to take a trip to look at alternatives, he will be influenced by sales representatives at these stores.
The Search phase can be very short - sometimes only minutes if the persona finds a suitable solution and is convinced that they have found an answer they are confident in. Or, it could last for days, weeks, or even months. The length of the Search phase is driven by:
- The intensity of the tension
- The availability of information
- The perceived value of the solutions
- The difficulty in executing the solutions
- Adequate resources (cash, time, etc.)
- A wide range of other factors
Understanding omni-channel engagement customers is crucial during this phase, as they interact across multiple digital channels.
Once Henry has researched enough and fully considered his options, he moves to the next step.
Step 7 - The Decision
Making a decision can be difficult—or almost mindless. This difficulty depends on many factors but follows the considerations discussed earlier in the Search step.
Understanding the sales funnel can help analyze the decision-making process, as it involves evaluating the stages from initial awareness to final purchase.
Often, the customer can’t explain what led them to the final decision. Given the wide range of influencing factors, the decision is made through a mental algorithm that considers the weight of each consideration. People often resort to their frameworks for large or particularly complex decisions, like comparing the pros and cons of a given set of alternatives.
Path to purchase research can provide valuable insights into optimizing this decision-making process.
Once the decision is made, we move to the final step in the Purchase Path framework.
Step 8 - The Experience
Once a purchase has been made, the customer will begin to experience the product.
- The checkout experience
- The delivery experience
- The installation or assembly experience
- The first use experience
- The evaluation of value after the first use
- Any problems encountered
- Unexpected benefits or pleasure
- How the product makes him feel
- Any customer service experience
- The problem-resolution experience
This isn’t a complete list of everything that goes into evaluating the experience. There can be many more factors at play during this stage. But the bottom line is:
- Did the delivered product meet expectations?
- Do the benefits provided justify the cost?
- Did anything unpleasant or negatively unexpected happen?
- Did anything about the experience delight the customer?
- Do I like the product?
- Would I make the same decision again?
Implementing a social media tracking solution can help monitor customer engagement and feedback during this stage.
Stages in the Purchase Path
The purchase path can be broadly defined into three stages: Awareness, Consideration, and Decision or Purchase.
Awareness Stage
The awareness stage is the first stage of the purchase path, where a potential customer becomes aware of a brand or product. This stage is critical in grabbing the customer’s attention and creating interest in the product or service. Marketers use various tactics such as advertising, social media, and content marketing to create awareness and drive users to their website.
Consideration Stage
The consideration stage is the second stage of the purchase path, where a potential customer considers multiple options and evaluates the pros and cons of each product or service. At this stage, customers are looking for more information about the product or service, and marketers need to provide them with relevant content, such as product features, benefits, and reviews. The consideration stage is critical in building trust and credibility with the customer.
Decision or Purchase Stage
The decision or purchase stage is the final stage of the purchase path, where a potential customer makes a purchase decision. At this stage, customers are looking for a clear call to action, and marketers must provide them with a seamless and convenient purchasing process. Review sites, customer testimonials, and social proof can also play a crucial role in influencing the purchase decision.
Final Thoughts on the Customer Journey
As business leaders, we all want to sell our products or services. A framework that illustrates the steps involved in successful marketing and sales campaigns can be very helpful.
Once the steps are clear, we can evaluate the actions we take at each step to increase customer satisfaction and improve the business performance of that step. Be sure to capture every step of the purchase path in your CRM so you can report on it and have full transparency regarding the activity taking place.
This article will help you analyze and improve your marketing and sales processes. Optimized marketing strategies can significantly enhance your business performance. By understanding the customer journey, you can strategically tailor marketing efforts to maximize engagement and enhance the overall customer experience.
Q&A Section: Common Questions About the Purchase Path and Customer Journey
What is the difference between a purchase path and a customer journey?
The purchase path is a specific aspect of the broader customer journey. While the customer journey encompasses a customer’s entire experience with a brand, from awareness to post-purchase, the purchase path focuses specifically on the steps leading to a purchase decision. Think of the purchase path as a subset of the customer journey that zeros in on the decision-making process. Understanding the complexity and duration of customer journeys, especially in B2B scenarios, is crucial for optimizing marketing strategies and improving sales conversions.
How can I identify pain points in my customers’ purchase path?
To identify pain points, analyze customer feedback, review website analytics, and conduct user testing. Look for patterns where customers drop off or hesitate—these are indicators of potential pain points. Tools like heat maps and session recordings can also provide insights into where customers may encounter obstacles. Conducting a thorough purchase analysis can help you gain insights into pivotal touchpoints and decision-making processes that affect purchase decisions.
Customer feedback is crucial in identifying pain points in the purchase path. It provides direct insights from customers about their experiences and challenges, helping to pinpoint specific areas that need improvement.
Why is personalization important in the purchase path?
Personalization is crucial because it helps to create a more relevant and engaging experience for the customer. When customers feel that the content and offers are tailored to their specific needs and preferences, they are more likely to move forward in their purchase path. Personalization can lead to higher conversion rates, increased customer loyalty, and better overall satisfaction.
How can I optimize my content for the purchase path?
To optimize your content, first, map out the stages of the purchase path and identify the types of content that best serve each stage. Use SEO best practices to include keywords like “purchase path” and “customer journey” throughout your content. Ensure your content is engaging, informative, and addresses the customer’s needs at each stage. Regularly update and refresh your content to keep it relevant. Additionally, tracking website traffic alongside conversion rates provides valuable insights into the effectiveness of your content and helps refine your strategies based on current data.
What role do analytics play in managing the purchase path?
Analytics are essential for understanding how customers move through the purchase path by tracking metrics like bounce rates, conversion rates, and time spent on pages. Analytics also help you understand customer behavior, enabling you to make data-driven decisions to optimize the purchase path and enhance the overall customer journey.
Conclusion: Mastering the Purchase Path
In conclusion, the purchase path is a critical framework for understanding and optimizing the customer journey. By focusing on each stage of the path, personalizing the experience, and leveraging data analytics, you can guide customers more effectively from awareness to decision, enhancing customer engagement. As you refine your approach, remember that the purchase path is not static—it evolves with your customers and the market. Continual optimization is key to staying ahead in the competitive landscape.
Ready to Optimize Your Purchase Path for Potential Customers?
Understanding and optimizing your purchase path can make all the difference in converting leads into loyal customers and enhancing customer loyalty. Whether you’re looking to refine your strategy or just getting started, I’m here to help.
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About the author
Mark A. Hope is the co-founder and Partner at Asymmetric Marketing, an innovative agency dedicated to creating high-performance sales and marketing systems, campaigns, processes, and strategies tailored for small businesses. With extensive experience spanning various industries, Asymmetric Marketing excels in delivering customized solutions that drive growth and success. If you’re looking to implement the strategies discussed in this article or need expert guidance on enhancing your marketing efforts, Mark is here to help. Contact him at 608-410-4450 or via email at mark.hope@asymmetric.pro.