Path to Conversion Analysis.Understand Your Customer’s Journey.
1INTENDED AUDIENCE: Australian Marketers & Digital Advertisers.
PRESENTED BY: Pug Life Ad Solutions | Damus Chu.
PRESENTED ON: 25th November 2014.
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Segmenting online users by media Channel (Banner, Search, Video, Mobile, Social
ads etc…) or media Tactic (Awareness, Advocacy & Involvement, Consideration & Purchase)
across 10 events before the final online conversion.
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KEY INSIGHTS.
- BANNER and TABLET channels are more important in the
early stages of a customer’s journey to purchase. As such
these are great for the Awareness part of the purchase
funnel.
- MOBILE and SOCIAL channels are consistently used
throughout the customer’s journey. As such these are great
for the Advocacy and Involvement part of the purchase
funnel.
- VIDEO has a bigger portion of media usage mid-way. This is
also a great channel for Advocacy & Involvement, and
even Consideration part of the purchase funnel.
- SEARCH collects the final conversion as customers have
already been exposed to the brand, and compelling proof
points / pain points and are ready to finalise their
purchase. A great Performance tactic channel.
Example.
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RECOMMENDATIONS.
- BANNER & TABLETS – leverage home page buyouts
& net-blocks to raise mass awareness.
- MOBILE & SOCIAL – showcase your brand
personality, point-of-difference, and enable
customers to share, like and comment.
- VIDEO – tell a brand story & show a case study to
connect with customers. Test different proof
points and pain points.
- SEARCH – ensure a smooth conversion process
online or over the phone. Test different CTAs;
offers, end dates, give-aways, etc.
Example.
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KEY INSIGHTS.
• Most standard media reports will show
only Last Event conversions. The report
won’t show how many clicks and
impressions on ads towards a final
conversion a couple of events before
hand (1-9 events in this instance)
• Although 76% of Last Event conversions
were attributed to Search, 70% of
clicks and impressions leading up to
Last Event was driven by Banners,
Video and Social. The customer was
influenced by other channels
beforehand.
Example.
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KEY INSIGHTS.
• Search is 3.58 times more likely to drive final
conversion than any other channel.
• All other channels especially Social and Video
are more than 3 times more likely to ASSIST
the final conversion between. 1-9 events
before the Last Event.
Example.
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Learn how to generate your very own Path To Conversion report,
charting the data, pulling insights, recommending next steps and
customise your analysis by channel or tactic.
Contact.
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