Customer Journey
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The Marketing Funnel — also known as the Customer Journey — is the model that describes the path a potential customer takes from their very first contact with a brand all the way through to purchase and beyond. It is represented as a funnel because, as people move from the upper funnel to the bottom funnel, a portion of them drop off along the way: not everyone who discovers a brand will end up buying.
In an e-commerce context, the funnel breaks down into three macro-areas: the upper funnel, where the goal is to generate awareness and bring new people to discover the brand; the mid funnel, where the goal is to nurture interest and help people evaluate the brand as the right solution to their problem; and the bottom funnel, where the goal is to convert, retain, and maximize customer value over time.
Each phase requires deeply different initiatives, messages, and success metrics. And this is precisely where a complementary and essential model comes into play: the Schwartz Awareness Levels.