Impact scores can help identify high and low impact content in a customer journey by calculating how often converting and non-converting visitors interact with each piece of content. Content with high impact scores that are viewed by many converting visitors should be prioritized and given increased visibility, while low impact content with few views can be deprioritized. The Objectiv platform connects to analytics tools to calculate these impact scores and provide insights to improve a website's customer journey.

1. How impact scores
can improve your
customer journey
Hans Willemse – Product Owner Direct Sales
How impact scores can improve your customer journey

2. Which content has a high impact on the customer journey?
Possibilities are endless..
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3. And this is just on one page!
But which content leads to actual conversions and what doesn’t?
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4. About me
•Product Owner / Senior Online Marketeer
•+10 years experience in digital marketing and CRO
•Living near Rotterdam
•Passionate about digital, travel, running and cycling
Hans Willemse
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5. Which content has a high impact?
Impact scores in the customer journey
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Visitors Low impact
High impact
Low impact
Conversion goals

6. Calculating impact scores
High impact vs. low impact content
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Content A
Impact score: 40x
Content B
Impact score: 3x
Content C
Impact score: 1x
2% interacted
with content A
20% interacted
with content B
80% interacted
with content C
80% interacted
with content A
60% interacted
with content B
80% interacted
with content C
Non-converting visitors Converting visitors

7. •Helps us to create data based hypothesis
•Brings focus in our priorities
• Simple and easy to understand recommendations
• Get insights on the impact of content
•Insights from multiple visits and device types
•Different conversion goals
•Takes number of times content is viewed into account
How do impact scores help us
Improve the customer journey
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8. Prioritize on impact score and usage
Improve the customer journey
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High number of users Low number of users
High impact Top Performer
Increase visibility outside website
High Potential
Increase visibility and make sure
visitors can find content easily
Low impact Space Creator
Place content with high impact
here
Overflowing
Both impact and views are not
significant

9. Objectiv
Platform to calculate impact scores and get insights
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Data connection with
Adobe Analytics or Google Analytics
Objectiv Platform Portal directly available
for Nationale-Nederlanden
How impact scores of visitors can improve your customer journey