To turn reach into sales, you need transparency Customer journey in Tajikistan: from first contact to repeat purchase. Below is a working funnel diagram, content examples, a set of channels and metrics, and a short implementation plan.
Funnel Map: Awareness –> Consideration –> Action (+ Loyalty)
Awareness
The goal is for the target audience to «even hear» about the brand/offer.
Examples of touches: video (YouTube/Shorts/Reels/TikTok), outdoor, radio, coverage posts.
Consideration
The goal is to explain the benefits, remove barriers, and generate interest.
Touches: landing pages with explanations, «A vs. B» comparisons, reviews, mini-cases.
Action (application/purchase)
The goal is simple and quick conversion.
Touches: forms, messengers, calls (call tracking), shopping cart, offline checkout.
Loyalty/Repeat
The goal is to retain and return.
Touches: newsletters, retargeting, loyalty club, personalized offers.
The main principle: each contact has one further clear point (QR –> promotion page, video –> «Get a consultation» form, call –> client card at CRM).
Content at each stage (what to show)
| Stage | What to give in 5-10 seconds | What to reveal next | A mistake to avoid |
| Awareness | 1 insight/pain + 1 benefit | A short video/creative piece showing the product | «"It's beautiful, but it's not clear what we're selling."» |
| Consideration | 1-2 proofs | Comparison, reviews, mini-case study, FAQ (3–5 answers) | Text/term overload |
| Action | Clear CTA + price/terms | Simple form/messenger, payment/delivery methods | Long forms, "hidden" conditions |
| Repeat | Recognition/bonus for returns | Series of letters/messenger scripts, personalized offers | Mass mailings "to everyone"« |
Tips for videos/creatives: hook in the first 2-3 seconds, titles/subtitles, correct formats (vertical for tapes).
Channels and touchpoints (what works with what)
- Video (YouTube/Shorts/Reels/TikTok) –> Awareness/Consideration. Visual demonstration and quick message tests.
- Search/Performance –> Action. Intercepts the intent to "buy/order today.".
- Outdoor/Radio –> Awareness/frequency. Enhances recognition and glues the campaign together.
- Messengers/Phone –> Action. Often more convenient are the forms: WhatsApp/Telegram/call.
- Offline points/cash desk –> Action/Repeat. Promo codes, loyalty cards, receipt messages.
Micro-scenario (retail): Outdoor advertising with QR code –> mobile landing page «pick up today» –> remarketing to those who viewed –> coupon at checkout –> email/message with a bonus for repeat purchases.
Attribution in a simple way (to avoid arguing for months)
- Last-Click — for quick control of sales/orders.
- Position-based (40/20/40) — for campaigns with a strong media component (first and last clicks are more important)
- Data-Driven/Experiments — when there is a lot of data: geo-tests «test/control», incremental measurements.
Practice: Lead two display windows of reports — "strict (last-click)" and "fair (position-based/experiments)". Make budget decisions at the intersection.
Metrics and Dashboards: What to Watch Every Week
Top (Awareness)
- Reach/Impressions, frequency F by the core audience.
- VTR/video viewability, CTR banners.
Middle (Consideration)
- Time on page, scroll depth, clicks on FAQ/comparisons.
- Lead intent: clicks on WhatsApp/Telegram/call.
Bottom (Action)
- CVR (click–>lead/purchase), CPL/CAC, confirmed sales from CRM.
- Branded search share, ROAS/ROI (including returns).
Repeat
- Repeat purchases/visits, share of base in communications, revenue per client.
From the tools: unified UTM scheme; dynamic number substitution (DNI); import offline conversions in advertising accounts; annotations in reports (when prices/creatives/landings were changed).
Example of a mini-case (conditional numbers)
Task: Household services, Dushanbe. Coverage was good, but requests were few.
What we did:
- Video 15 sec + short 6 sec (Awareness).
- Landing page with FAQ and «price/terms» on the first screen (Consideration).
- Buttons WhatsApp/bell + simple quiz brief (Action).
- Coupon for repeat in messenger (Repeat).
Result in 4 weeks:
- VTR 15–>28%, CTR 0.7–>1.1%.
- CVR click–>lead 3.2–>5.4%, CPL −27%.
- Repeat orders +14% using the coupon.
Typical mistakes
- «"Equal shares for all channels" does not take into account the goal of the stage.
- Reach without frequency - "seen once and forgotten.".
- Boarding passes without price/conditions - trust is lost.
- Online metrics only - offline sales are not visible without import.
- A summary report "about the average" - without segments by format, language, or geo.
4-week implementation plan
- Week 1. Funnel and segment description, UTM diagram, basic dashboard.
- Week 2. Video launch + performance; landing with FAQ/price/CTA; DNI.
- Week 3. Remarketing to video viewers; A/B hook and first screen.
- Week 4. Geo-experiment (2-3 districts), report with hypotheses and budget redistribution.
Need a funnel for your product? We'll design it in a week—with creative mockups, landing pages, and a dashboard. Contact us: https://tag.tj/contact/