Path to purchase is the journey a customer takes from the initial awareness of a product or service to the final purchase. Understanding the path to purchase helps marketers optimize each touchpoint to improve conversions.
For example, a customer might see a social media ad, research product reviews, visit the website, and then complete the purchase in-store or online.
Understanding this journey helps marketers identify key touchpoints where they can influence decisions. By optimizing content, ads, and customer experiences along the path, businesses can address pain points, build trust, and guide consumers toward conversion. A seamless path to purchase enhances satisfaction and increases the likelihood of repeat purchases.
