Optimizing The Consumer Purchase Path - SMX 2015

#SMX #32C @Justin_Freid

Optimal Channel Sequencing

CRO – Optimizing The Entire Purchase Path

#SMX #32C @Justin_Freid

Justin Freid, VP SEM & Emerging Media, CMI

Conversion Rate Optimization: Optimizing The Purchase Entire Path

#SMX #32C @Justin_Freid

CRO – Best Thing Since Sliced Bread

#SMX #32C @Justin_Freid

We Need To Expand Our View

#SMX #32C @Justin_Freid

Each User Has Their Own Path

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

Mobile surpassed desktop in 2014

Is a mobile user worth the same to you as a desk top user?

What can a mobile user get from you?

It’s No Secret Your Audience Uses Mobile Phones

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

#SMX #32C @Justin_Freid

Users research and gather information differently

Your media and messaging should adapt

Optimizing The Path Is Paramount

#SMX #32C @Justin_Freid

Whether it’s search, display or social, creative messaging should the user to the next step in the path

Messaging: Moving Users To The Step

#SMX #32C @Justin_Freid

Singular vs. Plural Buying signals Product specific Long tailed terms

Intent Means Everything

#SMX #32C @Justin_Freid

Common messaging from search query to landing page can help direct users to what they are looking for.

Pull Users Through To Conversion

Search Query Ad Text Landing PageTarget Keyword

Aa

#SMX #32C @Justin_Freid

Intent and their place within the purchase path should dictate what you are willing to pay

Each Customer Has A Unique Value

#SMX #32C @Justin_Freid

Intent and traffic source can be utilized to customize a user’s experience when they reach your site.

Customize A User Experience By Traffic Source

#SMX #32C @Justin_Freid

Finding Your Optimal Path

#SMX #32C @Justin_Freid

Creating Your Optimal Path

Optimized Channel

SequencingOnsite CRO Optimal

Results

#SMX #32C @Justin_Freid

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016