US: Purchase funnel conversion rates of American Express and Capital One
Awareness asks whether or not a consumer has ever heard of a brand. (%)
Consideration asks if a consumer would consider a brand or not the next time they are in the market for a purchase. (%)
Purchase Intent asks whether a consumer would be most likely or unlikely to purchase a specific product. (%)
Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, American Express' Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (21.6/90.3 = .239 or 24%)
Consideration asks if a consumer would consider a brand or not the next time they are in the market for a purchase. (%)
Purchase Intent asks whether a consumer would be most likely or unlikely to purchase a specific product. (%)
Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, American Express' Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (21.6/90.3 = .239 or 24%)
April – June 2023
