Optimizing The Consumer Purchase Path - SMX 2015
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Expanding the view on CRO from onsite optimization to the entire purchase path. Understanding how channels and messaging effect moving people along the path to purchase.
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Optimizing The Consumer Purchase Path - SMX 2015
- 1. #SMX #32C @Justin_Freid Optimal Channel Sequencing CRO – Optimizing The Entire Purchase Path
- 2. #SMX #32C @Justin_Freid Justin Freid, VP SEM & Emerging Media, CMI Conversion Rate Optimization: Optimizing The Purchase Entire Path
- 3. #SMX #32C @Justin_Freid CRO – Best Thing Since Sliced Bread
- 4. #SMX #32C @Justin_Freid We Need To Expand Our View
- 5. #SMX #32C @Justin_Freid Each User Has Their Own Path
- 7. #SMX #32C @Justin_Freid Mobile surpassed desktop in 2014 Is a mobile user worth the same to you as a desk top user? What can a mobile user get from you? It’s No Secret Your Audience Uses Mobile Phones
- 16. #SMX #32C @Justin_Freid Users research and gather information differently Your media and messaging should adapt Optimizing The Path Is Paramount
- 17. #SMX #32C @Justin_Freid Whether it’s search, display or social, creative messaging should the user to the next step in the path Messaging: Moving Users To The Step
- 18. #SMX #32C @Justin_Freid Singular vs. Plural Buying signals Product specific Long tailed terms Intent Means Everything
- 19. #SMX #32C @Justin_Freid Common messaging from search query to landing page can help direct users to what they are looking for. Pull Users Through To Conversion Search Query Ad Text Landing PageTarget Keyword Aa
- 20. #SMX #32C @Justin_Freid Intent and their place within the purchase path should dictate what you are willing to pay Each Customer Has A Unique Value
- 21. #SMX #32C @Justin_Freid Intent and traffic source can be utilized to customize a user’s experience when they reach your site. Customize A User Experience By Traffic Source
- 22. #SMX #32C @Justin_Freid Finding Your Optimal Path
- 23. #SMX #32C @Justin_Freid Creating Your Optimal Path Optimized Channel Sequencing Onsite CRO Optimal Results
- 24. #SMX #32C @Justin_Freid THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016
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- Yes, CRO is the great thing since sliced bread. But can it be improved?
- With CRO, we often focus on improving the website experience. But in reality, we should be focusing on the larger experience a potential customer has with a brand.
- Each user has a unique path to conversion
- A mobile engagement could mean many things. It could be out of boredom or it could be an immediate need.
- Mobile outpaced desktop. What decisions are made on mobile vs desktop? Should you value you them different?
- Users search for answers. Search is often one of the main drivers of on site conversions.
- A question or engagement on social media could lead to a loyal customer.
- Video and TV are now one of the primary ways your audiences is digesting content
- Traditional media, such as direct mail, can also play a role in driving users to take an action.
- These channels can be engaged on mobile devices, desktops, lap tops, smart TVs etc… with expectations being set by the user. Your messaging and strategy needs to pivot to fit their expectations.
- At the end of the day, we need to pave the way for our users so they can follow the path of least resistance. But chances are, your path looks like this.
- But when executed correctly, your path should look like this.
- With everything operating in silos, it’s hard to determine who is responsible for onsite conversions.
- Intent can help you understand where someone is at during their purchase path, and help prompt you to land someone on a page that fits their needs. Search queries can help drive on site CRO
- Common messaging through the click to conversion process can help the user find the information they need to make a purchasing decision.
- Marketers should constantly optimize their efforts and be willing to pay more for a user who is showing intent to purchase as well as in the right position during their purchase path
- Through attribution tools, you can develop an understanding of what the most commonly followed paths are for your KPIs. This information can be utilized to optimize the path for conversion and cost effectiveness.
- Through attribution tools, you can develop an understanding of what the most commonly followed paths are for your KPIs. This information can be utilized to optimize the path for conversion and cost effectiveness.