# The path to a purchase > A considered choice and a habit take different paths: map the steps from need to second purchase, see what each step needs and where customers leak away. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: How do people find us and buy? - Lesson 17/32, ~26 min - Source: https://productovi.com/courses/marketing-strategy/the-path-to-a-purchase ## Two kinds of purchase **Alex Tutor:** You're still on Klasna's marketing team, building the one-page plan for 2027. It already has the situation, the segments, a first target and a position. This module adds the channels row: how people find Klasna and buy. **Uliana:** Here is what puzzles Leo. Exam families take three weeks from the first message to paying. Adults join Klasna Club in a few minutes. Same site, same button, same ads. **Alex Tutor:** Because they're different purchases. An exam tutor is a considered choice: high stakes, a large package, a parent who pays, a teen who studies and a teacher whose word counts. The Club is closer to a habit: a small monthly payment, an adult who already learns here, low risk. **Sofia:** So the path is longer for the exam tutor? **Alex Tutor:** Longer and with more people on it. Most paths run through the same steps: notice the need, look for options, compare and check, try, buy, use, then buy again or recommend. A considered choice spends weeks in the middle; a habit almost skips it. **Alex Tutor:** First, sort the purchases. Which one is the considered choice? > **Exercise:** Which of these is a **considered choice** rather than a habit? > **Exercise:** Put an exam family's path to a second package in order. ## What each step needs **Uliana:** Then why does everything we make talk to the "buy" step? Every ad says "book a trial". **Alex Tutor:** That's the usual habit. Ask instead what each step needs. Search needs to be found where the parent looks, including the teacher. Comparing needs proof, such as a real sample of the weekly note. Trying needs a trial the teen agrees to. Buying needs clear refund terms. **Sofia:** And the AI assistant the parent asked? **Alex Tutor:** It answers from what is written about you on the web. So your own site must say plainly whom Klasna is for, how lessons work and what proof you have. Never fake reviews to sway it: invented reviews mislead people and break consumer law. **Uliana:** Here is last spring from our CRM. Of every 100 enquiries from exam parents, 52 booked a trial, 37 came to it and 17 bought a first package. > **Exercise:** Match each step of the exam family's path with what it needs most. ## Where they leak **Sofia:** So 48 of 100 never book, and 20 of the 37 who came don't buy. Those are the two big leaks. **Alex Tutor:** Right, and they need different fixes. The first leak is a compare-and-check problem: parents who enquire but don't book often haven't seen enough proof. The second is a trial problem: what the parent hears after the lesson. > **Exercise:** Last spring, of every 100 enquiries from exam parents, 52 booked a trial lesson, 37 came to it and 17 bought a first package. Of the exam parents whose teen **came to a trial lesson**, what share bought a first package? In %, to two decimals. **Alex Tutor:** And the step before the trial: how many who booked actually came? > **Exercise:** Last spring, of every 100 enquiries from exam parents, 52 booked a trial lesson and 37 came to it. What share of the families who **booked** a trial actually came? In %, to two decimals. **Alex Tutor:** Take the first leak. Which fix acts on the right step? > **Exercise:** 48 of every 100 exam parents who enquire never book a trial. Which fix acts on the step where they leak? **Uliana:** And the Club? Its path is short, but people drop out after the first month. **Alex Tutor:** For a habit the hard step is "use". Someone joins in a minute and forgets in a week. What it needs is a fixed weekly slot, a reminder they agreed to receive, and a good first three sessions. A longer sales page won't help there. > **Exercise:** Klasna Club members join quickly, but many leave after the first month. Which fix fits the step where they leak? **Sofia:** So for each segment I write the steps, what each step needs, and where we lose people. **Alex Tutor:** And who is on the path. For exam families the teacher sits at "look for options" and the teen decides at "try". Channels come next lesson; they only make sense once you know which step they serve. > **Exercise:** A parent asks an AI assistant to compare online maths tutors. What can Klasna do so the answer is fair and accurate? Select all that apply. **Sofia:** Could an AI tool draft these paths for me from our interview notes? **Alex Tutor:** For a first draft, yes, with names and contacts removed before anything goes in. Then check every step against the CRM numbers and two real conversations. A path the tool invents sounds right and can still be wrong. **Uliana:** One more segment to try it on: adults learning English to move abroad for work. > **Exercise:** Write the path to purchase for **adults learning English to move abroad for work** (3–5 steps). For each step say what it needs from Klasna, and name the step where you expect the biggest leak. > **Key ideas** > > - A considered choice (an exam tutor) and a habit (a club) take different paths; one landing page and one "book a trial" button serve neither well. > - Map the steps: notice, look, compare and check, try, buy, use, buy again or recommend. Ask what each step needs and who stands on it. > - Measure each step from the one before it: 17 of 100 enquiries bought, but 17 of 37 who tried, 45.95%. > - AI assistants answer from what is written about you: keep your own pages clear and true, and never fake reviews. > - Channels come after the path: a channel is only good for the step it serves. **Alex Tutor:** Next lesson: the channels themselves, and what each kind gives you and takes away. - Previous lesson: [Case: reposition Klasna Club](https://productovi.com/courses/marketing-strategy/reposition-the-club-case.md) - Next lesson: [Own, rented, paid and partner channels](https://productovi.com/courses/marketing-strategy/own-rented-paid-and-partner-channels.md) --- Productovi Learning. Free, no sign-up needed to read.