Navigating through Path to Purchase

There are many channels and touchpoints at play in a customer’s path to purchase. Tracking it will help a brand understand the role the channels play and how it drives to sales or leads. You know that a customer does not convert the very moment or day it lands on your website. 

• Tracking the path to purchase can show you the web of interaction that customers go through before they make the purchase.
• Monitoring every possible way customers explore across multiple channels to make their decision can help you identify a pattern of these things. 
• Marketers can gain a clear understanding of what touchpoint influences customers to pursue your products or leave them. 
• As a brand begins to leverage multiple digital channels for marketing effort it is important to track them all. Monitoring the path to purchase offers a holistic view of an individual customer’s decision-making process. 
• Customers are the same whether they are yours or competitors. Understanding how one search leads a customer’s path to purchase can help you optimize those touchpoints and drive them towards your brand to increase conversion. 

The path to purchase is not linear; it involves a combination of numerous micro-moments. Understanding the harmony between these moments you can optimize your marketing effort to reap benefits. 

Thanks to digital evolution customers expect brands to deliver what they want when they want. Customers seek different information, both positive and negative reviews, as they move through each stage in the process. Marketers can take the opportunity of these multiple micro-moments to inform and educate the customers and generate interest in the brand’s products. 

Target by locations 

Google search for the qualifier “near me” has increased over the last few years. In the last two years, it has grown 200% along with the qualifier “where to buy”. 

To gain the best result you must optimize your brand to provide value to your customers whenever and wherever they need it. It is not only “near me” but the ability to bring your product to the local level can also put you in advantage among the customers. Highlighting your delivery options can show your customers how easy it will be to get your brand’s product whenever they want. 

Help customers with more information

There is a volume of information available for customers online. You have to embrace the fact that customers are well-informed and work on being useful to them. Help customers during their research process by providing them in-depth information on products and services. Guide your customers with true data and establish your brand as a trusted resource.

Think what else could trigger interest in your products

A single search never stays in a straight line. It often causes a domino effect and distracts people from what they initially began their search with. Brands can use this to their advantage. One unrelated search can trigger a customer’s interest in your brand and the services/ products it has to offer. 

Identify connections between your brand’s offerings and complementary categories that will lead customers to your brand in the right moment of their decision-making process. This will also help brands to reach a similar audience. 

Make use of customer review

Ratings and reviews left by customers help the prospects make decisions about their purchases. Every customer looks through different review websites and a brand’s website before they decide to continue with the purchase or leave it. 

Marketers should embrace ratings and reviews that reveal customers’ perceptions of your brand and products. Showcase these reviews on your website, ads, or messaging to garner trust from your audience.