The Path to Purchase

Path to Purchase

Sometimes, even just tweaking a few things at the initial customer landing can have a dramatic impact on key performance indicators (KPIs), deeper in the experience.

In our post The (Long & Sometimes Winding) Road to a Conversion, we talked about the circuitous routes that consumers can take on the path to purchase. We saw how different media channels (display ads, organic search, paid search, email, etc) helped to support other channels and how these channels all worked together to help create a goal conversion or sale.

Google, for example, suggests that there are four main “waypoints” that comprise the Customer Journey to Online Purchase;

• Awareness
• Consideration
• Intent
• Decision

Furthermore, these four are further divided into two types of interaction groups, as so;

• Assisting Interaction: channels that build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.”
• Last Interaction: channels that act as the last point of contact prior to a purchase – Something called the ZMOT, which we’ll get into in an upcoming post.

Google’s report is based on Q4 2012 data from Google Analytics and, “helps you explore and understand the customer journey to improve your marketing programs.”

You’ll clearly see how each media channel also influences consumers in different ways and that’s why context is such an important issue in messaging tactics.

From an ASTRALCOM perspective, this report was important because it validated the majority of our thinking and messaging philosophies. For example, we’ve long held true to the notion that larger purchases require longer sales cycles and more engaging customer interactions; which should be factored into the overall customer experience. Sometimes, even just tweaking a few things at the initial customer landing can have a dramatic impact on key performance indicators (KPIs) deeper in the experience.

Read Google’s superb info on this topic. Then, let’s have a conversation about optimizing the path to purchase for your visitors.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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