Path to Purchase Intro: It’s Not a Funnel


Path to Purchase Intro: It’s Not a Funnel

Meet the Conversion Helix.

That image? It’s a theory that we’re now testing to see if the hypothesis holds. So far, so good and we are beginning to share it.

For the past 5 years we’ve been hearing clients talk about some visualization of “The Funnel”. The Consumer Journey that occurs along the path to purchase. Last Click Attribution. And a half dozen more things that will be the key to unlock success.

I’ve had two issues with this Funnel/Customer Journey/Attribution thing:

  1. It’s almost unknowable. There are so many paths that even when aggregated over thousands of interactions, it’s still messy as hell. So, it’s a guess as to what the real reasons are that people take action.
  2. It’s not actionable. Knowing your path to purchase SHOULD tell you where to invest. But if there are hundreds or thousands of paths, you’re right where you began. Guessing.

I have always hated guessing. In fact, we founded our company on the idea of NOT guessing.

I have always hated guessing. In fact, we founded our company on the idea of NOT guessing. We are data-driven for this reason, using data to direct decisions. There’s a problem, however. One that we anticipated but cannot control.

Too much data.

We need to do a couple of things a whole lot better as an industry. Some certainly involve data. But some involve the very foundations of our industry and the art and craft of making ads. I intend to make a case in the next nine blogs. And I intend to make the Conversion Helix actionable for Brand Managers and our agency.

The Helix presents a rational approach to the art and craft and data of marketing. It’s not really that theoretical. There are a couple of things along the way that I haven’t seen written anywhere else, but I think are supported. So far, so good, even as we are proving it out.

It’s a way of going forward in a world of change, uncertainty, and options.

Hope you like what you see next.


Peter Rinck

Author

Peter Rinck

Chief Executive Officer