The Hankins Hexagon: A new practical model for the path to purchase

James Hankins

This paper explains the concept of the Hankins Hexagon, a new model for explaining and optimising the path to purchase.

Customer journeys in an omnichannel world

This article is part of a series of articles from the WARC Guide to customer journeys in an omnichannel world. Read more

The first iteration

February 2021 saw the launch of a new model – the Hankins Hexagon – that aims to weld the old concept of a purchase “funnel”, with a more realistic representation of the “path to purchase”.

Since its launch it has garnered international interest and feedback, which has led to a number of developments in its evolution, not least a suite of visualisations created by esteemed effectiveness guru and...

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