How to optimise the path to purchase
Toni Keskinen
Jump to:Speed Read | Definitions | Where to Start | Essentials | Checklist | Case studies | Further reading
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...