Understanding customer journey and conversion for a website services company


  • Identify the steps small businesses and consumers take leading to a purchase decision
  • Understand how potential customers engage with the client during the decision-making process
  • Identify the drivers of and barriers to choosing the client’s services

Research Design

  • Surveyed 2,000 consumers and businesses who had at least begun the planning process
  • The study is repeated annually to determine whether the purchase journey is changing and to monitor the client’s progress in growing conversion


  • Based on our recommendations, client changed when they engage with potential customers to reach them earlier in the decision process
  • Client is connecting with potential customers at key touchpoints along their path to purchase
  • Client has addressed barriers to increase conversion rate
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