It might be difficult to figure out the best digital marketing plan for your organization because many options exist. Understanding your customers’ conversion routes is critical in eCommerce digital marketing, and we’ll go through how to do that in this post. Additionally, we’ll discuss paid media marketing and why integrated e-commerce marketing methods are the most successful ways to reach your target audience.
What is a customer journey in eCommerce?
The phrase “eCommerce customer journey” refers to the period of time between when a consumer first learns about your company and when they make a purchase. This is referred to as a conversion path in Google Analytics. Conversion pathways in eCommerce aren’t always as straightforward as they appear, mainly if the product you’re selling necessitates a longer decision-making process. For example, a client may purchase a AED 20 pair of gloves for themselves rather than a AED 400 piece of artwork as a gift for their lover.
As a result, there is no standard conversion path. Every conversion route will be different from one product to the next and from one individual to the next, but it’s critical to know what your present customers’ journeys are like and what they may be in the future.
Why is it important to know your customer’s buying process?
Understanding the conversion route of your customers is critical for online businesses. According to an Oracle study, consumers can have up to six contact points before completing a purchase. You’ll win if you have a finely honed digital marketing plan that gives beneficial information to your customers at each crucial touchpoint. If you’re only visible through organic search, you’re missing out on a slew of chances to increase online sales.
How to create a client journey map
Now that we’ve demonstrated how critical it is to understand your customer’s normal conversion journey, where do you look for such information?
If you want to learn more about your customers’ existing conversion routes, go to conversions > multi-channel funnels > top conversion paths in Google Analytics. The top 10 conversion channels your clients use when making an online purchase are displayed below.
While this information is useful for determining the efficacy of your current marketing channels, you must also consider the many other client journeys that aren’t reflected in your recent statistics.
Spend some time considering and investigating the journeys of your usual customers. Creating a visual depiction, such as the customer journey map below, might be beneficial. To visualize alternative situations and target audience personalities, you may wish to construct numerous customer journey maps.
Ecommerce marketing that is integrated
Once you have a clear grasp of your customers’ regular conversion routes, you can start developing an integrated eCommerce marketing plan that guarantees you’re providing the appropriate information to the right people at the right time.
Here’s a rundown of the many sponsored channels you might employ in your plan, as well as why they’re so powerful.
Text adverts on Google
Imagine you’re selling knitted beanie hats and having trouble ranking in the first few pages of organic search results. Google text advertising provides you the chance to swiftly rise above your competition and appear at the top of page one. Even if you’re currently on page one naturally, Google Ads is a terrific method to amplify your brand’s visibility and take control of the search results.
Shopping advertisements on Google
Google Shopping ads are another technique to get your items seen at the top of Google search results. Google Shopping advertisements show above Google text advertising and provide an image of your product, making it easier for potential buyers to explore and resulting in more excellent conversion rates than text ads.
Google Ads may be pretty effective, especially if your items are low-cost or one-of-a-kind.
Display advertising on Google
Google display campaigns show picture banner advertising across websites, mobile applications, YouTube, Gmail, and other Google display networks. If you’re selling home electrical accessories, you might want to consider placing a banner ad on interior design or homeware websites that your target audience frequents; this is a terrific way to raise brand recognition. You may even advertise on websites that are comparable to your rivals’.
Dynamic display remarketing campaigns will display pictures of items your recent website visitors have put to cart but not yet purchased throughout Google’s display network. This is a highly efficient method of increasing online sales and conversion rates.
Paid social platforms like Facebook and Instagram provide a low-cost option to reach a huge number of your target audience, boosting brand recognition and driving traffic to your website. As a result, sponsored social is an excellent avenue for acquiring new customers. You may then create remarketing advertisements with stronger calls to action and a bigger incentive to buy to retarget previous website visitors who did not purchase.
The paid media marketing methods listed above can help you grow your internet revenue by a factor of ten. You can digitally connect with possible new consumers when organic search, sponsored search and paid social channels operate together in harmony—providing the correct pictures, messages, and information to your customers at the right time and on the right platforms. Maintaining relationships and keeping top of mind is critical in the very competitive and saturated world of eCommerce.