By Ellie-Rose Davies, Content Manager at IMRG In this blog we will share how retailers can move their customers smoothly and confidently through the customer purchasing funnel. Continue reading to gain insight on:

• IMRG customer funnel data
• Building trust before the click
• Growing confidence on the product page
• Reducing friction at checkout
• Improving delivery transparency & accountability

IMRG customer funnel data

Source: IMRG's KPI Hub data, Customer Funnel

Conversion rates at each stage of the customer funnel remain fairly consistent by quarter (see chart above). However, the clearest point of friction continues to be the move from product view to Add to bag: just 13“15% of consumers will add an item to their basket after viewing a product page. Retailers can prioritise optimising the product page to better support conversion. This may include refining product descriptions, improving imagery, and clearly communicating information e.g., around pricing and delivery. Strong calls to action and accurate stock visibility can further reduce hesitation. At this stage, small improvements in clarity and reassurance may result in stronger conversion.

Building trust before the click

Customer confidence begins before the product page. The way retailers acquire traffic, position their brand and frame their value proposition can play a big role in shaping trust before the first click. Przemek Wyszynski, Managing Director at RTB House, explains that At its best, display advertising has always been about catching people before they really know they want something. Deep Learning intent models help retailers move beyond broad demographic targeting and identify high-intent users even before a product search occurs.' 'That's a sea change from a technical standpoint, but these ads may only pay off if they showcase the right products and tell the story of the brand behind them. Przemek continues, So, a perfect combination is strong algorithmic intelligence and visual creatives that resonate.' 'Such ad optimisation can create meaningful awareness, drive curiosity, and build trust in the brand.' 'Done right, the user takes that journey all the way down the funnel with you. Trust can be reinforced through strategic partnerships that add relevance and value throughout the journey. Amy Scully, UK Brand Partnership Consultant at Awin notes: One of the most effective ways to build customer confidence throughout the purchasing funnel is by incorporating relevant, value-adding brands at key touchpoints. Thoughtfully selected partners, whether through checkout rewards, gift-with-purchase offers, or post-purchase perks, can reinforce trust and enhance the overall proposition. Amy describes how The key to this is relevance, offers can complement the core purchase and feel like a natural extension of the customer journey. When done well, strategic brand partnerships can not only drive incremental revenue but reassure customers theyre getting added value, nudging them confidently towards conversion.

Growing confidence on the product page

Once a customer reaches the product page, retailers can ensure that build confidence by making the page clear, transparent and accurate. At this stage what is presented should help removes doubt, answer key questions and support a smooth path to checkout. Justin Thomas Akeneo VP Sales EMEA North at Akeneo emphasises this, stating: Customer confidence is now built on complete, transparent, consistent and intelligent product information at every touchpoint. Our latest PX Pulse research shows 77% of consumers actively look for sustainability details, while missing size, materials or visuals are the biggest barriers to purchase. Also, Justin shares that As AI increasingly shapes product discovery and recommendation, retailers can ensure orchestrated, governed, attribute-rich data flows seamlessly from search to PDP to checkout. He reveals that Structured sustainability, sourcing and compatibility data can help increase customers trust and loyalty but also can improve conversion. In 2026, confidence and success may well depend on managed, consistent and clean data, joined to a single authoritative product source of truth, activated across every channel, interface and buying moment. Pricing and availability consistency can also play a central role in reinforcing trust at this point in the journey. Hemang Nathwani, CEO and Co-Founder at Price Trakker echoes how Customer confidence today is driven by clarity and consistency at every stage of the journey.' 'From product pages to checkout, shoppers want transparent pricing, reliable delivery, and accurate availability. He argues that the Retailers who succeed are those using automation to keep prices aligned across channels, reduce stock surprises, and provide realistic delivery promises. Trust grows when customers see stable pricing and fulfilment that matches expectations. Hemang reflects on how Retailers may also use behavioural data to personalise communication without overwhelming customers. In 2026, the brands that are likely winners are those that combine automation, accurate data, and clear messaging to remove friction and make the buying process feel simple and predictable.