However, the
curiosity level of a brand should never be overly high. When customers have too
many questions about the brand, it means the brand message is unclear. A curiosity level that is too high also requires the sufficient capacity of brands to answer customer questions directly (through their own communication channels) and indirectly (through loyal advocates).
Unfortunately, marketers can never control the outcome of conversations with advocates. Therefore, among conversion rates across the five A's,
curiosity level is the only one that should not be closer to 1.
A low conversion rate from
ask to
act for a brand indicates low commitment;
people are talking about the brand without making the commitment to buy.
Usually this means that the brand has failed to convert confirmed interest into purchase through its distribution channel. There are many possible marketing mix (four P's—product, price, place, promotion) flaws that may contribute to this failure; customers might find the actual product to be disappointing during trial,
the price might be too high, the salesperson is not convincing enough, or the product is not readily available in the market. Fixing these issues will help the brand to increase the
commitment level.A low conversion rate from
act to
advocate for a brand indicates low affinity;
customers who have experienced the brand are not delighted enough to recommend it. The low conversion rate may be a result of poor post-sales service or poor product performance. Customers are attracted to buy the brand but are eventually disappointed with their purchase. Improving the usage experience will help increase the
affinity level. (See
Figure 6.4
.)
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