Path to purchase

구매 경로

Different discovery and validation paths can lead to the same purchase.

···
html
<div class="paths"><div class="paths-row"><span>SEARCH</span><i></i><em>PRODUCT</em><b class="paths-end">BUY</b></div><div class="paths-row"><span>REVIEW</span><i></i><em>COMPARE</em><b class="paths-end">BUY</b></div><div class="paths-row"><span>FRIEND</span><i></i><em>STORE</em><b class="paths-end">BUY</b></div><div class="paths-dot"></div></div>
css
.paths{position:relative;width:min(87%,620px);display:grid;gap:clamp(12px,4vmin,28px);font:900 clamp(10px,max(2.2vmin,1vw),18px)/1 sans-serif}.paths-row{display:flex;align-items:center;gap:clamp(6px,2vmin,16px);opacity:.56;transition:opacity .4s}.paths-row.on{opacity:1}.paths span,.paths em,.paths b{font-style:normal;text-align:center;flex:1;padding:clamp(8px,2vmin,15px) 2px;border:2px solid var(--fg)}.paths span{background:var(--surface)}.paths em{background:var(--accent-2);color:#211b19}.paths b{background:var(--accent);color:#fff}.paths i{flex:0 0 8%;height:3px;background:var(--fg)}.paths-dot{position:absolute;width:clamp(7px,2vmin,13px);aspect-ratio:1;background:var(--accent);border-radius:50%;top:12%;left:20%;animation:travel 3.3s ease-in-out infinite}@keyframes travel{0%{left:20%}35%{left:50%}75%,100%{left:86%}}
js
const rows=[...document.querySelectorAll('.paths-row')];let i=0;function show(){rows.forEach((r,n)=>r.classList.toggle('on',n===i));document.querySelector('.paths-dot').style.top=(12+i*35)+'%';i=(i+1)%3}show();setInterval(show,3300);

The path to purchase is the sequence of encounters between recognizing a need and buying. The forks and merges across real paths matter more than one idealized route.

In the demo, fictional customers start with search, reviews, or a recommendation and converge on the same purchase. Compare entry channels with validation behavior to find missing information.

A last visit cannot explain the whole path. Device changes and offline encounters also leave gaps in observation.

When to use

Use it to study pre-purchase validation and movement between channels.

Open as page ↗