Chapter 3

Is buying one click, or a long journey?

Khách quyết mua trong một cú bấm, hay từ lâu trước?

The chapter's question

What invisible journey does a customer go through before paying you?

Big idea

The purchase decision is not a click, it is a journey with specific triggers, research phases, and decision criteria you can map and influence.

In this chapter

  1. Part 3.1

    Trigger Events - What Starts the Journey

    When you ask your 3 most recent customers about the day they started searching, which trigger event comes up most often?

  2. Part 3.2

    How Customers Research and Evaluate

    At which touchpoints do your customers research before buying, and at how many of them are you present?

  3. Part 3.3

    First Use & the Moment of Truth

    How many minutes or days does a new customer take to reach their first Aha moment?

The reading for this chapter is inside Conan School

This chapter has 3 readings, with case stories and exercises. Chapter 1 of Customer Insights - The Art of Understanding Your Customer is free to read right here.

Read in Conan School

Chapters of Customer Insights - The Art of Understanding Your Customer

  1. 1.Do I know my customers, or just assume?
  2. 2.What job do customers really hire me for?
  3. 3.Is buying one click, or a long journey?
  4. 4.Does more customer data mean more insight?
  5. 5.Why does practice sharpen customer insight more than talent?