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Pillar 5 · Customer journey and conversion

Customer journey and conversion: from interest to purchase

The B2B customer journey describes how a buying centre moves from first awareness of a problem to purchase and beyond. Conversion happens at the transitions of this journey: on the landing page, the product detail page, in the form or in the first conversation. Here you will find our articles on journey stages, touchpoints, landing pages, PDPs and conversion rate.

Key terms

Customer journey
All stages and touchpoints a buyer goes through from first need to purchase and use. In B2B it is rarely linear.
Touchpoint
Any point of contact between buyer and supplier: website, content, conversation, demo, proposal, support.
Conversion rate
The share of visitors or contacts who take a defined next step, for example sending an enquiry.
Product detail page (PDP)
The page that describes a single product or offer with its value, details and next step.

Understanding the customer journey

Stages, touchpoints and the triggers that create demand.

Landing pages and conversion rate

Pages that trigger a next step.

Product pages and range

PDP, cannibalisation, catalogue and checkout.

Customer value

What counts after the deal is closed.

All other articles on customer journey and conversion

FAQ

Frequently asked questions

What are the stages of the B2B customer journey?
Common models distinguish problem awareness, research, evaluation, decision and then onboarding, use and expansion. In B2B these stages run in parallel for several people in the buying centre and jump back and forth. That is why it pays to define, per stage, the buyers' questions and the touchpoints that answer them.
What is a good conversion rate in B2B?
It depends heavily on channel, offer and definition; there is no universal number. Compare yourself with yourself first: measure conversion per page and per step, find the biggest drop and test there. A benchmark without the same definition tends to mislead.
What belongs on a B2B landing page?
A clear promise for a defined audience, the value in the buyer's language, proof such as customer quotes or case studies, answers to the main objections and exactly one next step. Anything that distracts from that lowers conversion.
What does cannibalisation mean in marketing?
Cannibalisation means that one of your own products, pages or campaigns takes revenue or visibility away from another of your offers instead of winning new demand. In SEO, for example, two of your own pages compete for the same search term. The fix is a clear role per page and per offer.