YouGov：2025年澳大利亚最具说服力品牌排行报告：基于购买漏斗的转化率分析（英文版）（32页）.pdf

1、A u s t r a l i a/Research R converting Australians down the funnel?Mostpersuasivebrands 2025AU most persuasive brands 2025201Introduction to ranking methodology02How do different Australians view brands?03Most persuasive brands04Most persuasive brands by industryContents3IntroductionTo turn consume

2、rs into customers,brands must compete for their attention,then earn a spot in the consideration set,and finally persuade consumers to choose their product over the competition.This report analyzes this path-to-purchase for some of Australias best-known brands,uncovering purchase funnel leaders for 1

3、5 industries,from banks and QSR,to packaged goods and telecoms.We also highlight which industries have the toughest competition for customers and uncover the brands winning persuasion battles throughout the purchase funnel.67%I often buy from different brands to takeadvantage of promotions or discou

4、ntsAU gen pop53%I like trying new brands37%I only buy the best-known brandsYouGov Profiles:May 2025 AU most persuasive brands 20254Calculating conversion ratesYouGov regularly surveys our consumer research panel about how they feel about brands across 16 different brand health metrics.Three of those

5、 metrics are analyzed in this report:Awareness,Consideration,and Purchase Intent.This report ranks brands by conversion rates(CVR)throughout thepurchase funnel.CVR is derived with the formulas:CVR is derived with the formulas:Consideration CVRConsideration CVR%considering brand divided by%aware of b

6、rand(AU gen pop)Purchase intent CVRPurchase intent CVR%for whom brand is top choice dividedby%considering brand(AU gen pop)McDonaldsIndustry averageExample purchase funnel:McDonalds vs QSR brandsYouGov BrandIndex:May 1,2024 April 30,2025.Industry scores reflect average of all brands in an industry.A