It turns out that when the conversion process is viewed too schematically, the details that really matter are lost: customer behavior. A potential customer doesn’t step into a funnel saying they might want to be a customer, or slide down a tube afterward, hoping they’ll eventually get a sticker labeling them “the millionth customer.” A potential client is always looking to solve a problem or satisfy a need. And in the online conversion process you need content at all stages and contact points to understand the benefits of a proposal and be able to make a decision. Content marketing is the facilitator of that journey. But, for this, that path must be described with richer and more complete models that allow understanding the real needs of customers.

The ‘conversion funnel’ A conversion funnel or conversion funnel reflects a summarized and global vision of the situation of transformation of visitors into customers. In both online and traditional businesses, it is a widely used model in the areas of sales and business development. This form of analysis has become almost essential due to its ease of understanding: an inverted triangle with several layers: attraction, proposition, conversion and retention, allow you to quickly see the ability to convert visits to a  Kuwait phone number list   website into customers. In the upper part, which is the one with the greatest width graphically, the potential clients that result from the attraction actions are shown. The successive layers are narrowed in relation to the first, until reaching the last layer that shows those potential clients who have finally become clients. Simple, and graphically well resolved.

One of the great advantages of a conversion funnel is in the ability to present schematic data, in a simple way. But perhaps in this same simplicity, a result of the need for synthesis, it may be its disadvantage if it is not used properly. A conversion funnel presents the data as a function of state changes, without explaining the transit between one state and the next. The path that goes from one state to another, for example from an information request to the closing of the purchase, is not in the conversion funnel. This model does not include any hypothesis of the path that the potential client makes.

A customer journey describes the journey that a potential customer takes from the moment they make contact with a company until they finally become a customer. A priori it might seem the same as a conversion funnel, but while the conversion funnel focuses on the starting and ending points, a customer journey model describes the motivations and needs of a user to go from one point to another. The development of a customer journey model implies a change of vision. It is no longer (only) about the actions that a website does to attract and convert. It is about reflecting the user’s vision, from their perspective. The experience, the points of contact, the interaction that makes a user advance along a proposed path or abandon it.

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