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Post by account_disabled on Feb 19, 2024 0:07:48 GMT -5
That last point is a big problem. We can’t treat online consumers like people walking through the front door. They’re a different animal entirely. And that’s why the model most of us are using is only half-baked for a digital marketplace. The Buying Funnel: Only Half the Story If you’re not familiar with the buying funnel, it goes something like this: Conversion Strategy The Buying Funnel This isn’t the only version of the buying funnel. Some of them talk about awareness, interest, desire, then action, or use different terminology. But they all take the same basic framework: consumers realize they need Buy TG Database something, then go through a series of steps until they buy something, and then perhaps do something else. Do these steps leave you feeling uninformed? Unsure how you could possibly use them to your benefit? Bored? That’s the trouble with this model, and others like it. The steps just sit there. It tells us that consumers need to pass through a series of steps, but it doesn’t tell us how or why they do. Don’t get me wrong. It’s useful to know that there are stages in the process, and that the consumer needs to advance through all of them if you want to run a successful business. You can’t sell a solution to somebody who doesn’t even recognize a need for one. But how do we advance them through those stages, instead of sending them running for the back button? Most versions of the buying funnel don’t even give us an idea of how to do that. The general advice is to just test whatever random impulse comes to mind if best practices aren’t working.
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