Optimizing The Consumer Purchase Path - SMX 2015

#SMX #32C @Justin_Freid

Optimal Channel Sequencing

CRO – Optimizing The Entire Purchase Path


Justin Freid, VP SEM & Emerging Media, CMI

Conversion Rate Optimization: Optimizing The Purchase Entire Path


CRO – Best Thing Since Sliced Bread


We Need To Expand Our View


Each User Has Their Own Path


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


Users research and gather information differently

Your media and messaging should adapt

Optimizing The Path Is Paramount


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


Singular vs. Plural Buying signals Product specific Long tailed terms

Intent Means Everything


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


Intent and their place within the purchase path should dictate what you are willing to pay

Each Customer Has A Unique Value


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


Finding Your Optimal Path


Creating Your Optimal Path

Optimized Channel

SequencingOnsite CRO Optimal

Results


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

Optimizing The Consumer Purchase Path - SMX 2015

Marketing

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