What is a primary goal during the 'Desire' stage of the conversion funnel?

During the 'Desire' stage of the conversion funnel, the primary goal is to convert interest into a strong preference for the product. This stage focuses on deepening the emotional connection the potential customer has with the product or service. It goes beyond simply generating awareness or fostering a basic interest; it seeks to create a compelling desire for the product that influences the consumer's decision-making process.

At this point, marketing efforts are concentrated on showcasing the unique selling propositions of the product, illustrating how it meets the needs and desires of the target audience. Various techniques may be employed, such as highlighting customer testimonials, demonstrating benefits through videos, and presenting case studies to bolster the product's appeal. This enables potential customers to envision using the product in their own lives, thereby cultivating a preference that can lead to the next stage of the funnel, where a purchasing decision is made.

Generating awareness typically occurs earlier in the funnel, while encouraging immediate purchasing actions pertains to the final steps of conversion. Gathering customer feedback, though valuable, does not align with the 'Desire' stage's aim to solidify a preference for a product.