In the world of digital, or what we in 2017 simply refer to as the world, the customer is in control. With more ways to access content, services, and products than ever, consumers are paving their own path to purchase. Brands who interrupt a consumer’s desired direction are likely to be met with annoyance, agitation, and a beeline for the nearest competitor. On the other hand, those that make the trip shorter, more personal, and easier to follow are likely to be rewarded with a new relationship and a completed goal.
Your customers are unique. Your customers are complicated. The key to success isn’t asking them to understand you – it’s understanding their journey and how you fit into it. To do that, you have to map the path out. Find out not only where the points on the map are, but how they get from A to C. Attribution modeling can transform you into a conversion cartographer. By addressing where your customers are – whether they know you exist, they’re browsing competitors, if they have a problem your product solves, or they’re in your checkout – you can eliminate wasted conversions and spend. Let’s take a closer look at the key stops along the consumer experience route.
So you want to widen your base of potential customers. Looking at the data, you know your current reach is scattered across social media, paid and organic search, apps, affiliates, and the list goes on. It’s not enough to throw your ads at the digital wall and hope something sticks – you need to investigate behavior, demographics, and opportunities to avoid wasting ad budget and valuable connections. The goal isn’t to buy impressions, it’s to make them. To do that, even the first introduction needs to be strategic.
All ads are not created equal. Depending on your brand and your consumers, there are varying levels of distance and acceleration required to get to conversion. Scour your data and look for the number of touchpoints, the lead time, the time of day, the landing page, the messaging – all the influencing factors that actually lead to your checkout. Find the link among them and turn it into a strategy supporting their needs, rather than your perception of them.
It’s not enough to supply the information anymore. With the customer in control, and with mobile on the never-ending rise, it means an additional prompt is pertinent to closing the deal. Maybe your customer is ready to purchase, but the train pulled up to their stop as they were finishing up their price comparison on their smartphone. Maybe they weren’t expecting a shipping fee and it’s going to take a discount to move them the final step. In any case, it’s not enough to get your customers to consider converting, you have to prompt them with the action when the time is right. To keep consumers flowing through the funnel, allocate part of your ad strategy to leaving no conversion behind.
From the first click to the last, your customers are telling you what they want, where, and when. To take advantage, a conversion funnel is paramount. Build a multi-channel approach as unique as your brand and your audience. Focus your strategic touchpoints not on simply being present at each stage, but on serving the purpose of keeping the funnel flowing. It’s the only way to prevent waste, in the form of potential conversions and your ad budget.
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