How to optimise the path to purchase

Toni Keskinen

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Speed Read

Customer journey analysis and design have become hot topics due to the growing adoption of behavioural economics, service design and design thinking. When marketers understand the underlying logic behind consumer behaviour, it's much easier to optimise paths to purchase.

The path to purchase can be divided into three main stages:

  • Brand as a platform: The situation before active consideration starts
  • Initiation: When active consideration begins
  • Choosing and buying: The learning, dreaming, considering and choosing journey to purchase