Optimizing The Consumer Purchase Path - SMX 2015
•Download as PPTX, PDF•
1 like•401 views
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.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Optimizing The Consumer Purchase Path - SMX 2015
Similar to Optimizing The Consumer Purchase Path - SMX 2015 (20)
More from Justin Freid
More from Justin Freid (7)
Recently uploaded
Recently uploaded (20)
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
Editor's Notes
- Although this is a template, all of the slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. This template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at minimum on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). You can find your session specific hashtag next to its title on the online agenda: http://searchmarketingexpo.Com/advanced/agenda/ (click through to your session to see the hashtag). This template is high-resolution 16:9. Do not change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses arial & arial black as default fonts. Verdana is a secondary font that may appear. Note that older versions of PowerPoint do not have this as an option; change to arial or other standard sans-serif-font. When inserting text, please use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for that medium.
- You can play around with positioning, size & shape of the shaded text boxes to make them work for your selected background image & titles / subtitles. We strongly suggest creating a compelling title slide for viral attention. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Tips: Large font sizes & all caps make titles easy to read in thumbnails both during your presentation and for viewers on slideshare. Visually interesting photography helps draw reader attention on slideshare. Please swap this image for any other as long as you have rights to reuse/distribute. You should use hi-res / high quality images – minimum 72/96 dpi (keeping in mind widescreen 16:9 ratio) - the space above footer is 10in wx 5.125in h – You should also compress image file sizes if necessary to make for faster loading ppt. You can use illustrated visuals as well. DELETE THIS SLIDE IF YOU DO NOT USE.
- 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.