Tool 2 of 5

Decision Loop Mapping Worksheet

Buyers do not walk down a funnel. They loop between exploring and evaluating until something tips them. This maps the loop, then shows you what is missing from it.

Fill in what you know. Guess where you have to, then go and check with three real customers. Your answers save automatically in this browser.

Step 1

The buyer and the trigger

What are you selling?

Who makes the decision?

What happens in their world that starts them looking?

The trigger is the entry point to the loop. If your content does not name it, they will not recognise themselves in it.

Roughly how long from first contact to purchase?

Step 2

The exploration loop

What they do when they are widening their options.

What are they actually typing, asking or wondering?

One per line. These become content titles later, almost word for word.

Where do they go to look? Tick all that apply.

Step 3

The evaluation loop

What they do when they are narrowing down.

What are they comparing you against?

What makes them hesitate? Tick everything you have heard.

Anything else that stops them?

Step 4

Your content, stage by stage

Be honest about what actually exists and is findable today.

Step 5

The tipping point

When someone does buy, what was the final thing that tipped them?

When someone goes quiet, where does it usually happen?

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