1. Journey to Purchase - Parent
Buy book in WH Smith
Recommendation from other parents
Recommendation from tutor or school
Keyword searches for material related to 11 plus practice
Online forums (Parenting and 11plus focused)
Advertising
Google Search
Looks at the information provided on the ‘About Bond’ Tab
Looks at the ‘FAQs’ tab
Looks at the different print and online resources that the sales page offers
Register as a free user
Looks at an online report
Looks at a sample quiz
Looks at the free downloadable resources
Looks at reviews available online
Purchase subscription
Resubscription

2. Journey to Purchase - School
Through information from sales representatives
Through keyword searches for 11 plus resources
Through reputation (relationships with parents/ tutors)
Direct mailing
Advertising
Google Search
Looks at the information provided on the ‘About Bond’ Tab
Looks at the ‘FAQs’ tab (Not targeted at schools)
Looks at the different print and online resources that the sales page offers (Not targeted at schools)
Register as a free user
Looks at an online report (Not targeted at schools and does not offer high-level overview)
Looks at a sample quiz
Looks at the free downloadable resources(Not targeted at schools)
Purchase annual(?) subscription for each child
Set up a login for each child individually and distribute logins
Resubscription