Proceedings of the International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019)

The differences of conversions in working with target audience at different decision-making funnel levels

Authors
Anastasii I. Klimin, Dmitrii V. Tikhonov, Anastasia I. Ryushenkova
Corresponding Author
Anastasii I. Klimin
Available Online September 2019.
DOI
https://doi.org/10.2991/icdtli-19.2019.26How to use a DOI?
Keywords
purchase funnel, conversion rate, education market, leads, communication theory
Abstract
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.

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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  -