🧢 Coach T's Recap
Use conversion drivers to shape your brand strategy and messaging. Focus on the attributes that influence consumer decisions to drive growth and strengthen brand loyalty.
When you're building a brand, there’s always the question:
"What actually matters to customers when they’re deciding who to consider or prefer?"
At Tracksuit, we measure aided perceptions through statements in the dashboard. However, not all statements are created equal. Understanding which statements have the most influence on brand metrics can help you focus your marketing and messaging on attributes that are more likely to move the needle.
That’s where conversion drivers come in.
How do conversion drivers work?
Once we have at least 6 months of statement data, we run an analysis to help you understand which statements have the greatest statistical impact on moving a consumer through the brand funnel, from awareness to consideration, and eventually preference.
For example 👇
If a consumer agrees that a brand is “trusted” in the category, they might be 3.6x more likely to consider it. This shows that trust could be a powerful lever for growth.
In this case, brand trust is presented in the platform with a category ‘importance’ rating (odds ratio) of 3.6x. ‘Performance’ is then presented at the brand level, showing how strongly you’re perceived (the percentage of agreement for those aware of your brand).
What is the timeframe of the data?
The data reflects the most recent 6 months and is updated monthly, rolling forward to include the latest month of data. As drivers tend to be stable over time, it's more important to focus on long-term relationships rather than small monthly changes.
What are the statements included in the analysis?
While traditional category driver analysis looks at a broader set of category-wide attributes, this conversion driver approach is tailored to the statements you've selected for your survey.
Where can I find drivers in the platform?
In the Coach’s notes Beta, if relevant to your survey you’ll see a ‘Conversion Drivers’ section at the bottom of the page. If you’ve worked with your Brand Champion to opt into the ‘Advanced Conversion Drivers’ Beta, you’ll find this report in the Tracksuit Training Ground.
How often do drivers change?
Category drivers are usually quite stable. People's priorities when choosing a bank, insurer, snack brand, or skincare product usually don’t shift month to month.
💡 Tip
We recommend using conversion drivers as a strategic input, not a dashboard KPI. Share conversion drivers with your team once or twice a year. They’re perfect for brand planning, annual reviews, or campaign alignment sessions.
Make the most of conversion drivers
Sense check your brand pillars: Are your brand pillars focused on attributes that actually influence consumer behavior? Conversion drivers help you identify what’s resonating with your category audience.
Monitor the attributes that matter: Keep an eye on your performance against key drivers on the Statements Overview page, and measure if you're shifting perceptions over time in the Statements Comparison page.
Create stronger briefs: Whether working with your agency, refining your messaging, or planning a campaign, conversion driver data can help you focus on the attributes that drive consumer behavior.
Review and align with broader research: While Tracksuit focuses on the brand statements you're tracking, pairing them with external research, such as U&A studies, can help refine which attributes to include. Aligning your brand pillars and survey statements with these insights ensures they stay relevant and in sync with evolving consumer preferences.