Let’s face it—we all have our blind spots. Not just in our side mirrors while driving, but in our daily activities as well. In any complex situation, the human brain tends to oversimplify, which means immediately we are missing a lot of what’s actually happening. The bad news: In digital marketing, the complex situations are not the exception—they are the norm.
Think about the typical customer journey. In today’s marketer reality, what is almost certain is that the preferred touchpoints of each individual customer vary not only by channel, but also by type.
In this environment, how can you guarantee you are not missing something important? Is there a chance that the typical marketing funnels you would define on top of that complexity are not capturing important touchpoints, while you are concentrating your conversion rate optimization efforts elsewhere? It could be the case that there are touchpoints influencing your conversion rates much more than the ones you are actively observing.
Let’s look at the difficulties you are experiencing with touchpoints. Are they happening in the same sequence all the time? Unfortunately, not. Are they relatively the same for different customers, so that some high-level patterns can be taken for decision making? Not that easily, since you probably already know the main ones—if a customer has purchased your products or services, they are likely to have submitted a contact form. If a customer has submitted a contact form, they are likely to have been on your website. Okay, no news here.
In a typical omni-channel environment, we have found there are at least 10,000, but easily up to 500,000 different potential touchpoints, depending on the number of channels and the complexity of each channel. Maybe a client of yours interacts with 50 of them, maybe 200, but in any case, manually reviewing their journeys is not scalable. If you have more than a hundred visitors per month on your website or likes on your Facebook page, you are already in trouble. In this case, how is a Digital Marketing Manager nowadays expected to not have blind spots? The truth is, in such a mess, it is hard to define the important touchpoints that influence a conversion.
Let’s take for example Quantum. They know some of their enterprise leads are submitting the contact form and asking for volume offers and discounts. But what are they mostly interested in on the website? Is it the events section, or maybe the products catalog? Or maybe something in the latest company news? In two steps we can find out.
In most scenarios, there will be actions on your website and other assets that you want to optimize. Each of them is a conversion, so do not hesitate to define different Conversion Tracking reports for each. For Quantum, it is clearly the Contact Us form.
It could be the case that for all your customers, your most important assets are the same. But that is not very likely. For a deeper analysis with high returns, we recommend you think about what splits your customer journeys in separate directions. Is it the contact job title, or maybe the customer’s geographical location? Is it that some are going through one website section and others through another? Either way, selecting the proper audience is a key part of the Conversion Tracking definition.
Now when we open the Conversion Tracking report, without any further configuration, the insights are already calculated for us. We have all touchpoints that are influencing the conversion.
And of course, there are items that we didn’t expect. For instance, the resources download page seems to be a crucial part of the successful CIO journey through the website before submitting the contact form! If we compare it with the events page, which we were certain most CIOs would visit, the results there are not that great—the attribution index is about four times lower, so a visitor there is four times less likely to submit the contact form.
With this new functionality for customer journey analysis, you are able to identify the most important steps in every journey you configure. While you are still able to define key touchpoints by yourself, this is not required anymore to get the insights you need, as they are auto-generated. As a next step, all you need to do is push those resources to the appropriate audience using either personalization or general website restructuring so they can find this content easily, and you will be able to achieve higher conversion rates for your customer journey!
Ivailo is passionate about helping Digital Marketers survive and benefit from the latest trends of Digital Transformation, by providing them the tooling and the advice to perform omni-channel customer journey optimization.
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