The differences of conversions in working with target audience at different decision-making funnel levels
Anastasii I. Klimin, Dmitrii V. Tikhonov, Anastasia I. Ryushenkova
Anastasii I. Klimin
Available Online September 2019.
- https://doi.org/10.2991/icdtli-19.2019.26How to use a DOI?
- purchase funnel, conversion rate, education market, leads, communication theory
- The article presents the results of a study analyzing the conversion rate at different levels of the purchase funnel in the educational market. A theoretical model of the purchase funnel and its surrounding environment is shown, assumptions about the reasons for differences in conversion rates are made, and a classification of marketing activities is proposed. A statistical inference of the hypotheses was carried out; the difference between the conversion rates to the target at zero and the next levels of the purchase funnel was statistically proved. The leads about the impossibility of verifying the consumer movement through the purchase funnel without analyzing most sources in a consistent system are made. The proposals for the use of marketing communication theory for various levels and elements of the purchase funnel were made. The study is based on collected unique statistics with a sample size of more than 50,000 records
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Anastasii I. Klimin AU - Dmitrii V. Tikhonov AU - Anastasia I. Ryushenkova PY - 2019/09 DA - 2019/09 TI - The differences of conversions in working with target audience at different decision-making funnel levels BT - Proceedings of the International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019) PB - Atlantis Press SP - 131 EP - 135 SN - 2589-4900 UR - https://doi.org/10.2991/icdtli-19.2019.26 DO - https://doi.org/10.2991/icdtli-19.2019.26 ID - Klimin2019/09 ER -