Decoding the Customer’s Journey

In the intricate world of business, understanding and having a communications funnel in place is paramount. Our awareness, consideration, usage, and preference (ACUP) funnel represents the systematic stages a potential customer traverses before arriving at the pivotal decision to make a purchase. Let’s delve into the key stages and unveil the latest statistics shaping the landscape of communications funnels.

1. Awareness

The journey kicks off with awareness, where potential customers become acquainted with a product or service. Statistics reveal that 79% of marketing leads never convert into sales, emphasizing the critical need for effective awareness strategies[1]. Engaging content is crucial at this stage. A blog post, for instance, serves as an ideal piece of content targeting the awareness stage, addressing pain points and establishing a connection[2].

2. Consideration

In the consideration stage, potential customers meticulously evaluate options. Recent statistics indicate that 30-50% of sales are made by the first vendor who responds promptly, underscoring the importance of timely and efficient communication[3].

3. Usage

This is where potential customers transform into actual buyers. Nurtured leads, according to statistics, make 47% larger purchases than non-nurtured leads, emphasizing the impact of strategic nurturing in this stage[4].

4. Preference

Statistics indicate that 70-95% of sales rely on upsells and renewals. Are you also selling brown and rando pumps? Preference comes from the link of knowing your ideal customer, serving their needs, and delivering above and along that line.


  1. Essential Sales Funnel Statistics in 2024
  2. How to Create Content for Every Stage of the Buyer’s Journey
  3. 81+ Best Sales Funnel Statistics & Conversion Rates For 2023
  4. 1 CRAZY Sales Funnel Statistics for 2024

Alix Morrow is the Founder and Chief-Make-It-Happenator at AlixCompany based in Austin, Texas. AlixCompany helps brands move the meter from thinking to knowing by truly getting in-stream with consumers in today’s marketplace. For more information on our qualitative, quantitative, and planner-for-awhile (PFA) services please visit